Ticketmaster’s Verified Fan is being used to beat scalpers for the world’s biggest theatre show, ‘Hamilton’, as it makes its way back to Broadway.
Tony Award-winning Lin-Manuel Miranda’s hip-hop musical about the US Founding Father Alexander Hamilton has developed into a billion-dollar hit since it launched two years ago in an off-Broadway theatre. However, secondary ticketing of the show has proved controversial, with seats changing hands for as much as $10,000 (£8,000/€9,500). In response, Miranda became a champion of the federal BOTS Act that was passed earlier this year.
Verified Fan is used when acts show an interest in the feature and a registration page is created for fans to sign up for a special presale. They will be required to enter a host of information to verify their identity, then based on a fan score, people will get a code that they can use for a specific presale, preventing bots from competing with them to get the best seats.
As recently revealed, Hamilton will be returning to Broadway in New York City from March 6 to August 19, 2018. Ticket registration for the Verified Fan pre-sale began on Tuesday and will run through until Friday. General sale begins on August 22 at 10am.
Producer Seller said in a release: “I am confident that Verified Fan will be a valuable service to our fans. We know how challenging it is to buy tickets and this new Ticketmaster programme will make the process a whole lot easier.”
Ticketmaster’s Verified Fan feature has been successfully used with several concerts before, such as Ed Sheeran and Linkin Park. However, it could prove to be a tougher test for the extremely high-demand Hamilton, since many people could be tempted to pay extra to touts for a seat.
Hamilton recently went curtains up in Los Angeles with $600 tickets shifting at a fast pace.The musical, which will be performed at the Hollywood Pantages, runs through to December 30.