(Michael Paulson’s and Ben Sisario’s article appeared in The New York Times, 1/29; via Pam Green;  In a sign that some theaters are rethinking how they will operate when Broadway reopens, Jujamcyn Theaters is overhauling its ticketing practices.Credit…David S. Allee for The New York Times.)

Jujamcyn, which operates five of the 41 Broadway houses, said that when theater returns it will use SeatGeek instead of Ticketmaster.

As many live performance venues rethink their operations in anticipation of a post-pandemic reopening, one of Broadway’s major theater owners has decided to overhaul its ticketing practices.

Jujamcyn Theaters, home to the musicals “Hadestown,” “Moulin Rouge!” and “The Book of Mormon,” said Friday that it had reached an agreement with SeatGeek, a disruptive newcomer to the marketplace, to handle of all its ticketing. It had been using Ticketmaster, the dominant platform for concerts and other live events.

The agreement is SeatGeek’s first on Broadway; the company, which is based in New York, works primarily in the sports industry in the United States, but also has theater clients in London’s West End.

“We’re always scanning the landscape for what is new and what is possible, but the shutdown really changed what we were looking for,” said Jordan Roth, the president of Jujamcyn, which operates five of the 41 Broadway theaters. “There are capabilities that SeatGeek has built that speak directly to the now, and also, I think, to the future.”

Roth would not describe the financial details of the arrangement, but said he had been impressed by the company’s technological flexibility, as well as its use of historical and comparative pricing to help customers assess ticket value. He said that beyond selling tickets, its technology could be used to allow customers to order food and drink, arrange transportation, purchase merchandise and get other information. SeatGeek will also allow tickets for Jujamcyn shows to be resold through its platform.

The deal is a coup for SeatGeek, which began in 2009 as an aggregator of listings on the secondary ticketing market but has become a significant competitor to Ticketmaster in selling tickets directly on behalf of theaters and sports teams. SeatGeek sells tickets for the Dallas Cowboys, the Cleveland Cavaliers and a number of Major League Soccer teams.

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