28 Shows Participate in Discount Tickets from January 19th to February 5th, 2016
Broadway Week is a semi-annual tradition that takes place every fall and winter, in the typically lower selling seasons of Broadway after the summer rush and holiday rush, respectively. This winter season Broadway week is kicking off, with tickets on sale for 2 for 1 tickets for the majority of shows on Broadway. With 38 shows presently running, 28 of them are participating in the Broadway Week promotion. For the period from January 19, 2016 to February 5, 2016, which granted is more than a week, theatregoers can enjoy a more affordable night in the theatre. The participating shows include: Aladdin, Allegiance, An American in Paris, Beautiful: The Carole King Musical, Chicago, China Doll, The Color Purple, The Curious Incident of the Dog in the Night-Time, Fiddler on the Roof, Finding Neverland, Fun Home, The Humans, Jersey Boys, The King and I, Kinky Boots, Les Misérables, The Lion King, Matilda the Musical, Misery, Noises Off, On Your Feet!, Our Mother’s Brief Affair, The Phantom of the Opera, School of Rock – The Musical, Something Rotten!, A View From the Bridge and Wicked.
In addition to 2-for-1 tickets, those who buy tickets through the Broadway Week program have the option to be entered into a sweepstakes to win dinner at Mastro’s Steakhouse for six people, in addition to tickets to the Broadway show of the winner’s choice. Mastro’s is located on Avenue of the Americas at 52nd Street; the steakhouse is a top class dining establishment, with impressive Zagat ratings including 25/30 for food, 24/30 for decor, and 25/30 for service. Also, it is rated four dollar signs on yelp, demonstrating that the chance to win a free meal at Mastro’s is a very worthwhile experience. The sweepstakes are brought to you by Audience Rewards, a points program that rewards theatregoers for their loyalty to Broadway. Broadway Week in general is produced by NYC & Company, who is also the brains behind New York’s Restaurant Week. The event is in partnership with American Express, The Broadway League, Amtrak, NBC 4 New York, Audience Rewards, the New York City Mayor’s Office of Media and Entertainment, Telecharge, and Ticketmaster, with additional support from AARP New York. Therefore, this event brings together some of the top Broadway affiliated powers of commerce, media, government, and more to incentivize more theatregoers to attend Broadway in these slower weeks.
Broadway Week Launched in 2011 to Great Success
The discount ticket buying event known as Broadway Week was first launched in 2011. As of summer 2015, it has since sold almost 630,000 tickets, which have generated approximately $41.7 million in revenue for the Broadway industry. Therefore, this event is not just great for consumers; it also allows Broadway shows to thrive in an otherwise slow time of year. The fact that so many of the shows are participating is testament to the fact that it is a worthwhile promotion for the shows as well. However, some hit shows are noticeably absent from the list, including Hamilton, The Book of Mormon, and King Charles III. Many shows also limit the number of tickets that they provide for this promotion.