Disney on Broadway’s Kids Go Free! initiative seems to be working.
The discount ticket program, intended to drum up Broadway biz during an annual winter slowdown potentially worsened by the current economic climate, brought in $1 million in three days of tickets sales, according to Disney Theatrical Prods.
Tickets went on sale Dec. 1, and are skedded to remain available through Dec. 12 unless the limited supply of ducats runs out.
Initiative offers a free child ticket for every full-price adult admission purchased to any one of Disney’s three Rialto tuners — “The Lion King,” “The Little Mermaid” and “Mary Poppins” — for perfs between Jan. 6 and March 13.