Broadway is taking a cue from Gotham’s Restaurant Week promotion, launching a marketing campaign called Broadway Week that includes two-for-one ticket offers for some Main Stem shows over a limited period in late January and early Feburary.
Initiative aims to goose ticket sales during what’s traditionally one of the slowest times for Broadway B.O., which slumps after the annual holiday spike. Last week, total ticket sales slid by some $14 million, or 40%, in the week after the New Year’s boom, and likely will fall further in coming weeks.
Eighteen productions will participate in the two-for-one offer, including musicals “The Lion King,” “Jersey Boys,” “Billy Elliot,” “The Addams Family,” “American Idiot,” “Memphis,” “The Phantom of the Opera” and “La Cage aux Folles.” Plays such as “Driving Miss Daisy,” “Time Stands Still” and “Good People” also have signed up to be a part of the campaign. (Some shows won’t make the deal available for all performances during the promo.)
Restaurant Week, which offers deals on meals, also occurs during the winter when tourism slows down.
Backed by the Broadway League, the trade association of legit producers and presenters, and tourism org NYC and Company, Broadway Week is set to run Jan. 24-Feb. 10.