Shubert, Jujamcyn join loyalty program

Broadway theater owners the Shubert Organization and Jujamcyn Theaters have gotten on board for Audience Rewards, the national theatergoer loyalty program spearheaded by fellow Rialto landlord-producers the Nederlander Org.

Members of the Independent Presenters Network, including theaters from Buffalo to Sacramento, also have signed up to participate in the program, which this fall will offer ticket buyers the opportunity to earn points that can be redeemed for ducats, merchandise or other rewards.

Audience Rewards website, which has been live since last fall, aims to up the national profile of the Broadway brand — not specific to any one production or producer — by acting as a one-stop source of information about live entertainment on Broadway and beyond.

The nationwide marketing push unites producers, presenters and theater owners, many of whom can be considered competitors, under a single umbrella. Bon-fire Partners and Points.com will help manage the program.

Follow @Variety on Twitter for breaking news, reviews and more