Impulse buys hope to boost sales

BroadwayBox.com launches LunchTix

The latest recession-era sales strategy for hawking Broadway and Off Broadway tickets: Impulse buys.

Discount theater website BroadwayBox.com recently launched LunchTix, which every weekday morning emails members with a low-price ticket offer that expires at 3 p.m. that day.

Performances available are restricted, but are not limited to day-of perfs (as are the discount ducats available at the TKTS booths). The range of future perfs on offer varies from a few days to a couple of weeks.

Productions that have sent out deals through LunchTix include “Shrek the Musical,” “Guys and Dolls,” “The Phantom of the Opera,” “The American Plan” and “The 39 Steps.” Prices have been marked down by as much as 60%.

Shows pay BroadwayBox a fee when they offer discounts through the LunchTix email blasts.

Established after 9/11, the BroadwayBox site allows members to share discount codes for shows on Broadway, Off Broadway, in London and in Vegas. Membership to LunchTix.com is free.

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