The mobile Broadway show ticket lottery has been adopted to try to get more millennials to go to Broadway shows. The service can only be used by mobile phone users that must install a lottery app on their phone to get access. Broadway shows then take the users phone data and will pitch them more Broadway show offers. The mobile lottery solution is also very convenient for tourists who are visiting the city, but seems to make the process too easy, which can reduce revenue for the show at the box office.
Winning the lottery doesn't mean free Broadway tickets, but you do get to buy them at heavily discounted rate, usually around $25. On a few occasions, Broadway shows have held their ticket lotteries at local stores (such as McDonald's and the M&Ms Store), but in general, the Broadway lotteries are usually held at the show's box office, at the theatre, online at the official website and on mobile phones.