AMERICAN THEATRE | Millennial Approaches


Audiences collaborating in Roundabout Theatre Company’s Hiptix program.

Gen Z has 86 p.c much less spending energy than Boomers did of their 20s, in response to ConsumerAffairs. So is it any shock that age-based ticket low cost applications have proliferated, with some theatres pushing the boundaries of who counts as a younger viewers member?

With the price of dwelling rising in New York City, Roundabout Theatre Company is aware of that promoting discounted tickets is best than promoting none—and that it could flip younger professionals into lifelong theatregoers and donors. Their Hiptix program affords a pair of $30 tickets to members between the ages of 18 and 40, with some seats reserved for Hiptix members at each efficiency.

At a mixer earlier than a preview of Rachel Bonds’s Jonah in January, Hiptix members mingled and ate hors d’oeuvres, and one raffle winner snatched up tickets to the Museum of Broadway.

Age-based low cost applications “definitely motivate me to go to more shows that I wouldn’t necessarily have checked out,” Debra Segal, a theatregoer in her 30s, mentioned at her first Hiptix gathering. “I end up recommending them to lots of friends.”

Part of the enchantment of dwelling in New York for some tradition vultures is the chance to see productions of all scales and sizes. While applications like Hiptix or Manhattan Theatre Club’s $30 Under 35 aren’t make-it-or-break-it for some patrons, they’re for others who funds to see a number of reveals every month. “If I didn’t have plans tomorrow, I would play the lottery,” Segal mentioned, referring to not scratch-offs however to the Broadway lottery. “I’m a big theatre fan.”

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