Theatres and production teams are able to stage more ambitious projects thanks to the expansion of API ticketing technology.
That’s the view of Jon Collins, a technology analyst who has published a case study via the Gigaom website of ticketing platform London Theatre Direct’s (LTD) employment of TIBCO Software’s Mashery API management solution.
While many theatres still operate turnkey solutions, LTD said it has been able to both access and promote millions of tickets for West End shows through its use of TIBCO’s system. Since they began working together earlier this year, LTD said it has seen a rise in sales at API partner venues of more than 600%.
By reaching new customers who might not ordinarily visit theatre ticket sites through platforms primarily for accommodation and transport, LTD and its partner venues have experienced higher demand across the board. And that could have an impact on the variety of shows staged in London’s theatres.
“The ability to generate higher demand for tickets is of huge importance, as is reaching out to previously untapped demographics such as younger audiences who would tend to purchase the less accessible, cheaper tickets,” wrote Collins.
“Better ticketing doesn’t just mean an uplift in sales. It also means that producers and venues are able to put on shows that might previously be seen as higher-risk.”
LTD, which was launched in 1999, is a ticketing agency and distributor that works directly with all the major theatre groups in London including Andrew Lloyd Webber's Really Useful Group.
“Customers could never find the tickets they wanted — they didn’t have much choice and there was limited flexibility on price,” Mark Bower, LTD’s eCommerce head, told Collins. “With APIs in place, we can access millions of tickets. Every ticket is available, right up until show time.”
Steve Hurn, senior vice president, EMEA, at TIBCO Software said: “Introducing technology-driven innovation to this sector has traditionally been a hard sell, but it’s clear from London Theatre Direct’s success that allowing open access to their inventory means far more tickets sold and a wider choice, which is a win-win for producers, theatres, and customers.”
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