Theatergoers who buy tickets to the Broadway musical version of “Victor/Victoria” over the phone – and pay with MasterCard – will be offered a free video of the 1982 Blake Edwards film, Ticketmaster president and CEO Fred Rosen told Variety.
The giveaway, which began Dec. 14, is part of a marketing deal Ticketmaster has scored with MGM/UA Home Entertainment Inc.
The “Victor/Victoria” video deal is good on a first-come, first-served basis to 5,000 ticketbuyers. Rosen estimated that number would carry the promotion through the beginning of February.
The tuner-tape tie-in was launched without the knowledge of the show’s producers – Edwards and longtime partner Tony Adams and promoter John Scher.
“It’s a surprise, but I’m fine with it,” Adams said Dec. 13. “The movie stands up well, and it’s a good complement to the show. It’s not like we don’t have Julie. I think it’s positive for the show and good marketing from their standpoint.”