‘The Book of Mormon’ Inks Deal with StubHub.com

The Book of Mormon now officially sells tickets on StubHub.com.

Since its opening in 2011, the Broadway production of The Book of Mormon has been selling out its houses at the 1,006 seat Eugene O’Neill Theatre.  With rampant demand for the satirical musical written by South Park creators Trey Parker and Matt Stone, along with Avenue Q writer Bobby Lopez, the show has regularly seen premium ticket prices as high as $477.  The show’s lead producers Scott Rudin and Anne Garefino have often been at the cutting edge of strategies to maximum their ticket revenue, utilizing dynamic pricing to vary ticket prices throughout the house in line with demand.  As of just week ago, they have announced a new partnership that changes the game for the Broadway ticket marketplace: they will now sell tickets on StubHub.com.

Book of Mormon and Stubhub join forces

Book of Mormon and StubHub.com  join forces

StubHub.com, an online ticket marketplace owned by eBay, has grown from America’s largest secondary-market ticket marketplace to the world’s largest ticket marketplace.  The secondary market for tickets refers to when tickets are re-sold, often at a higher amount than their original price, especially when the primary ticket sellers have sold out their inventory.  Another example of a secondary-market ticket site is TicketsNow.com, which is an acquired subsidiary of Ticketmaster.  Ticketmaster often redirects its customers to TicketsNow.com when the original inventory is sold out, which is effectively the same thing as selling tickets at a higher price through the same outlet.  Critics of secondary market ticket sites consider them to be just another form of scalping, and thus the legality of such sites is often questioned.

In an unprecedented move for Broadway, The Book of Mormon has decided to utilize StubHub.com as another outlet to sell their higher priced premium tickets.  In this way, StubHub will not be functioning as a secondary ticket marketplace, but rather a primary ticketing outlet.  Presently, the primary ticketing outlet for Broadway shows is more often than not Telecharge.com, which is owned by the Shubert Organization, one of the major Broadway landlords.  Therefore, this decision will present StubHub as a direct competitor to Telecharge.

It is common for producers to turn to additional outlets to help move their inventory, yet this is generally done in the form of discount ticket sales.  When sales are slow for a certain show, producers will often offer lower priced tickets either by direct mail to potential ticket buyers’ homes, or through online promotions by email or on websites.  However, the decision to sell premium seats for this hot-ticket show specifically through StubHub is an interesting maneuver, especially as the StubHub customer base may not be accustomed to seeing theatre options on the site.  StubHub’s biggest business comes from the music and sports industries, and this will present a Broadway option to this largely untapped audience.  On the other hand, the advantage from StubHub’s point of view is that it will help shift their reputation from that of a glorified online scalper to a more legitimate ticket sales outlet.

In any case, this novel approach presents an interesting dilemma for the Shuberts, who own Telecharge.com.  If premium tickets can be sold directly though secondary outlets commonly known for scalping tickets, there is a grey area between the primary and secondary market ticket outlets that had not previously existed for the Broadway marketplace.  If they neglect the opportunity to invest in secondary outlets, like Ticketmaster did with TicketsNow, then they might very well be losing profits in the long run.  Still, for now, The Book of Mormon’s new partnership will be a noteworthy case study to see if the StubHub customer base opens up new avenues for premium Broadway ticket sales.

Buying Broadway Tickets on Telecharge.com Just Got A Little Easier With Their Graphical Search Tool

It’s been five years in the making, but searching for Broadway show tickets on Telecharge.com just got a little easier as they just launched their Beta version of their re-designed site, which we reviewed in a previous post on this blog.  The new version looks different, but more importantly, it works differently.  With the site’s new capabilities, particularly regarding ticket searches, Telecharge.com is finally catching up to Ticketmaster.com.  But they are still not there yet, as they lack functionality and utilize an awkward design that doesn’t appear to have been through adequate user testing yet.

Telecharge.com now utilizes a graphical map, a feature vastly preferred by users as a method for choosing seats when ordering Broadway tickets.  Telecharge’s new theater maps make it easier for customers to view seat availability for a performance, seeing exactly one the theater’s seating chart which seats are still available and enabling them to directly choose available seats from the map.

However, not all Broadway shows have opted to allow this feature.  Presumably stuck in the old way of doing things, they ask Telecharge to turn off the map selection feature, so that ticket buyers have to struggle through the traditional method of slogging through whatever ‘best available’ choices the computer offers them.  Although this ticket search offers detailed parameters for searching, you have to enter the captcha code each time you look at the next best set of seats, which can be time-consuming at best and aggravating at worst.

Even for the Broadway shows that do allow users to select seats via map, it can be difficult to actually notice the feature, since it is relatively hidden down at the bottom of the Find Tickets page and the user must deliberately select it (the default option is for Telecharge to “recommend” seats).  And if the Broadway show in question does not offer the feature, Telecharge simply eliminates the choice from the page rather than showing it as a “greyed out” option, confusing the user by making it seem as though the feature is never available at all.

Example of the Telecharge.com pesky default choice set to "Recommended"

Example of the Telecharge.com pesky default choice set to “Recommended”

Fortunately the majority of Broadway shows that sell tickets on Telecharge.com do actually choose to offer users the option of selecting seats from the theater map.  A current review of Broadway shows on Telecharge showed that the following plays and musicals support the graphical search:  The Anarchist, The Best Man, Chaplin, Chicago, Dead Accounts, An Enemy of the People, Glengarry Glen Ross, Grace, Mamma Mia, Nice Work If You Can Get It, Once, One Man Two Guvnors, The Performers, The Phantom of the Opera, Rebecca, Rock of Ages, Sister Act, War Horse, and Who’s Afraid of Virginia Woolf?
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Broadway shows that do not currently support the graphical search function include:

The Book of Mormon, Bring It On: The Musical, Clybourne Park, The Heiress, and Jersey Boys.

Its unclear why these shows are hold-outs, but it could be that they are concerned that ticket brokers will use the new feature to game the system (a theory supported by the fact that two of Broadway’s most popular shows, The Book of Mormon and Jersey Boys, are among the few that don’t use the map search).There may also be a concern among Broadway producers that, because the map allows users to get a good sense of how ticket sales are going, potential ticket buyers may be less inclined to buy tickets for a show that has a lot of availability and therefore seems “unpopular”.  Broadway producers have always been rather cagey about declaring sales numbers, and the seat availability map lays bare the reality of sales numbers at a real-time pace.

It is anticipated that the Shuberts will fine tune the telecharge.com beta website over the next few weeks, with an apparent full launch date in the Fall of this year.

Shubert Organization Makes Big Changes To Their Online Broadway Ticket Website Telecharge.com

Telecharge.com, the Shubert Organization ticketing site that is the official Broadway show ticket vendor for over half of the shows on Broadway, has recently re-worked its website.  Currently in Beta testing, the new version of the Telecharge website is seen by 1 out of 5 people who visit Telecharge.com (or you can click the Beta test button).  Besides an overall re-branding (the primary color is now blue rather than white, for example), there are some key changes in terms of functionality and information offered.

The new Telecharge.com layout features more information on each Broadway show, from cast details to handicapped accessibility information.  This includes a schedule of upcoming show dates and times (and a “View Full Calendar” option) that is a much-needed improvement, making it easier for ticket buyers to see at a glance what show time will be best for them.  The comprehensive pricing breakdowns are shown by performance, enabling customers to more easily see which seats are available at what cost.

Shubert launches new telecharge website

The most significant improvement on the new Telecharge.com site is that it now allows users to search and select seats on a map.  This is helpful to Broadway ticket buyers because they are able to easily see where available seats are located in the theater and to choose their preferred seats accordingly.  Telecharge’s 3-D seat map gives you the option of looking at the theater from overhead or from a stage view — if you already have your tickets, you can even enter your section, row, and seat numbers to see exactly where the seats are located, although Microsoft Silverlight must be installed for this functionality to work. Telecharge has also included functionality to see a view of the stage from your seat before buying.  Not all the theatre data and photos have yet been loaded, but this function promises to be quite valuable to ticket buyers.

Overall, Telecharge’s seat finder is not as good as the one used on Ticketmaster.com, which handles the ticketing for most of the rest of the shows on Broadway. Though it will likely improve in time, at the moment Telecharge’s map has an unfinished look, is often slow to load, is not nearly as intuitive as Ticketmaster’s map, and in some cases lacks the flexibility of being able to see all the available seats on one screen.

The new website still does not allow the use of discount codes, they must be used on Telecharge’s other website, BroadwayOffers.com. The new site also requires Microsoft Silverlight to be installed, further limiting the penetration of their latest development, as Microsoft Silverlight has very limited user adoption and many documented problems with Google Chrome and Safari on the Mac. Similarly this functionality will not work on Apple’s iPad or iPhone.

On the whole, the new Telecharge website is an improvement because it presents Broadway ticket buyers with more detailed information on schedules, pricing and seating, along with a more complex search function. Nonetheless, it needs work in terms of smoothness of appearance, ease of use, and functionality.