Shubert, True Tickets Partner To Pilot Mobile Orders For Broadway Shows

Boston startup True Tickets is teaming up with the Broadway theater company The Shubert Organization for blockchain-based mobile ticket delivery, the companies said in a press release Wednesday (Oct. 16).

True Tickets was chosen to participate in the inaugural Broadway Tech Accelerator established in the summer by The Shubert Organization, Exponential Creativity Ventures, and IT Mentors. At the conclusion, Shubert announced its ticketing division was going to launch a pilot in 2020 with True Tickets’ secure mobile ticketing service.

Shubert Ticketing sells tickets through its retail brand, Telecharge, as well as through hundreds of third-party agents.

“We’re excited for this pilot with True Tickets to help us explore how to standardize processes across our partners and create a more consistent customer experience,” said Kyle Wright of Shubert Ticketing and managing principal of Broadway Tech Accelerator. “We are always looking for solutions that help us work better with our many channel partners, while also providing a secure and convenient ticketing experience. We see True Tickets as a leader in the space and are excited to put their technology to the test on Broadway.”

True Tickets works on the IBM Blockchain and will integrate its ticketing service into targeted components of Shubert’s ticketing operation.

“At the end of the day, we aim to help our clients develop more meaningful relationships with their patrons,” said Matt Zarracina, co-founder and CEO of True Tickets. “This pilot affords us the opportunity to do exactly that in a massive multichannel marketplace.”

Digital ticketing platforms for events and entertainment are evolving to become more than places to score tickets to the latest show — they are also introducing features to reduce friction at checkout.

From Eventbrite to TodayTix, ticketing platforms are aiming to change the way that consumers buy access to events online — and how organizers market their gatherings through the web in the digital age.