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TodayTix looks to expand theatre review aggregator via acquisition

Theatre ticketing platform TodayTix has acquired industry review aggregator Show-Score.

Under the agreement, Show-Score will retain its own branding and website, while integrating into the larger TodayTix suite of products.

The financial terms of the deal have not been disclosed.

TodayTix, which is a ticket resale operation focusing on theatrical performances in New York and 16 other cities, will seek to bring the reviews site and its community to new markets.

The deal, which was signed last month, will see the companies integrate in September, although Show-Score said it does not plan to resume operations until theatre returns. Venues and performances have been shuttered since mid-March due to COVID-19.

Deeksha Gaur, chief executive of Show-Score, which features and ranks theatrical shows based on reviews from both members and professional critics, will remain with the firm as TodayTix takes over. However, Show-Score founder Tom Melcher will be stepping down as chairman of the company.

“From our point of view, Tom (Melcher) and I wanted to find a strong partner for when we came out of intermission and into our Act 2,” Gaur said.

TodayTix chief executive Brian Fenty said he admired the brand loyalty at Show-Score and hoped to continue member events, while also expanding globally.

He said: “As of now, our plan is really to make and continue what Show-Score is doing within its own silo and make sure it exists in a broader geographic footprint.”

The announcement marks the second acquisition made by TodayTix in recent months after purchasing Encore, a London-based ticketing system and related brands, in February, with the goal of expanding its reach in the West End and surrounding areas.

In May, the company rebranded to TomorrowTix as part of an initiative to provide frontline workers with free theatre tickets once COVID-19 restrictions are eased.

Image: Jamie Lumley