TodayTix, the international theatre-ticketing platform, has expanded its services in Australia by launching in Sydney today (Thursday).

The free mobile app for iOS and Android makes theatre accessible to a wider range of demographics, with TodayTix claiming to be “disrupting an established industry that is ripe for innovation”.

Brian Fenty, the co-founder and chief executive of TodayTix said, according to The Sydney Morning Herald newspaper: “It’s hard to get young people to sink their teeth into theatre, it either feels expensive or inaccessible, movies, gigs and Netflix seem easier. Ticketing companies are viewed as utility companies at best and a necessary evil at worst, we wanted to put a human face on it.”

TodayTix made its Australian debut in Melbourne last month offering A$40 tickets to Harry Potter and the Cursed Child. Its Sydney launch kicks off with rush tickets to the Opera on Sydney Harbour production of West Side Story.

“Rush ticketing is an exciting cultural and traditional aspect of the theatre experience, but has only ever been accessible to people near enough to the theatre to line up in person,” Fenty said in a statement. “Our ‘mobile rush’ program gives all audiences equal access to last-minute tickets, regardless of their location.”

Fenty added that 250,000 people engaged with the startup’s Harry Potter offer and TodayTix plans to invest “millions of dollars” in Australia establishing an office of six staff.

TodayTix gives audiences access to tickets up to 75 per cent off the box office price, with 65 per cent of its customers being Millennials. The firm has tapped into the younger market through an emphasis on mobile, clear pricing and partnerships with the most in-demand shows.

The ticketing firm already offers tickets to shows in New York City, London’s West End, Toronto, the San Francisco Bay Area, Los Angeles, Seattle, Philadelphia, Connecticut, Boston, Washington DC and Chicago.

Image: Diliff