Producers of Broadway smash hit musical Hamilton have come up with a revolutionary way of selling seats to thwart touts. A ticketless venture will be launched on January 16th, when the 110,000 people pre-registered on the priority list will get first access to seats for the show, which begins performances at the Victoria Palace in mid-November. Tickets will go on general sale on January 30th.
Nick Allott, MD of Cameron Mackintosh Limited, said the paperless ticketing scheme is an experiment, as far as the West End is concerned. Essentially, you don’t get a physical ticket until you get to the theatre, where we will dispense the ticket very quickly, with new technology. When customers go online to purchase seats, they’ll find an explanation of how it all works — and how they can collect tickets on the night. Once the seat has been purchased, people will get an email with instructions. They’ll know where they are sitting, and everything is confirmed. You can’t put anything online to sell, if you haven’t got a physical piece of paper to sell he reasoned
A variation of the system is sometimes used at rock concerts. The point is to try to cut out the that is the secondary ticketing market, where touts buy up seats in bulk and then sell them on at obscenely inflated prices. It is anticipated that the system should stop at least 50% of online scalping.
With rehearsals due to start around early to mid-September Cameron Mackintosh and his team have attended several casting sessions saying the London production would feature ‘probably the most diverse company yet’.