Blockchain-based True Tickets and Shubert Ticketing have teamed up to bring “secure” mobile ticket delivery to Broadway.

At the conclusion of the recent inaugural cohort of the Broadway Tech Accelerator, Shubert Ticketing announced that it will launch a pilot project with True Tickets’ mobile ticketing service in 2020 to “create a better ticketing experience for millions of theatre fans.”

Shubert Ticketing is a division of The Shubert Organisation, Broadway’s largest theatre owner and operator, with additional venues in Boston and Philadelphia.

“We’re excited for this pilot with True Tickets to help us explore how to standardise 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, which is built on the IBM Blockchain, will aim to integrate its current secure digital delivery ticketing service into targeted components of Shubert’s ticketing operation – which includes Telecharge.com, Broadway Inbound and several other distribution partners.

The True Tickets service allows venues across arts, live entertainment and sports to better govern how mobile tickets are transacted, reclaiming control of their tickets from the secondary market so they can more effectively manage their patrons’ experience.

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

True Tickets was one of two startups to be selected to take part in the accelerator programme, which is designed to foster innovation in the live entertainment sector, through support from its principal investors, The Shubert Organisation, IT Mentors and Exponential Creativity Ventures.

Image: David Joyce