×
You will be redirected back to your article in seconds

Broadway’s Mobile Ticketer TodayTix Expands to West Coast

Mobile ticketing app TodayTix is moving west, with the company expanding into the San Francisco Bay area after setting up home bases in New York and in London.

With San Francisco launching now, partnering with local companies including the American Conservatory Theater, TodayTix also aims to grow into L.A. (where area offerings on the app are now in beta) and D.C. as part of an ongoing national expansion.

The theater industry has proven resistant to mobile commerce due to a number of factors, ranging from Broadway’s older-skewing ticketbuyer demo to consumer discomfort with making sometimes complicated, usually pricey ticket purchases on a phone. Launched in 2013 by co-founders Merritt Baer and Brian Fenty, TodayTix bet on the theater ticketing industry catching up with the rest of the e-commerce world, and now touts 650,000 users in its current two markets, New York and London (where the company launched earlier this year).

The company has made inroads in New York and London with partnerships with prominent theater organizations like the Public Theater in New York and the new Kenneth Branagh Theater Company in London. Often the entrée is a lottery for day-of rush tickets, which TodayTix has taken digital for shows including “Kinky Boots” in London. (It’ll do the same for the West End offerings of Branagh’s troupe.)

The goal is to make TodayTix the one-stop mobile app for ticketbuyers in whatever city they’re in. “We’ve always wanted to use TodayTix to commect global theater audiences,” Fenty said.

Popular on Variety

More Legit

  • David-Alan-Grier-Blair-Underwood

    David Alan Grier and Blair Underwood to Star in 'A Soldier's Play' on Broadway

    David Alan Grier and Blair Underwood will star in a Broadway production of Pulitzer-Prize winning drama “A Soldier’s Play.” The play, written by Charles Fuller, is set in 1944 and follows a murder mystery centered around the death of black Sergeant Vernon C. Waters (played by Grier) who is found on a Louisiana army base. [...]

  • The Inheritance review

    'The Inheritance' Announces Broadway Cast

    After an Olivier-winning run in London, “The Inheritance” is gearing up for its Broadway debut. The two-part epic has set the cast for its transfer from the West End to the Great White Way. John Benjamin Hickey, Paul Hilton, Samuel H. Levine, Andrew Burnap and Kyle Soller are among the cast members reprising their roles [...]

  • Patrick Page, Amber Grey, Eva Noblezada,

    'Hadestown' Announces 2020 National Tour

    ‘Hadestown’, the eight-time Tony award winning Broadway musical, is set for a national tour in 2020. The show will stop in more than 30 cities including Denver, Houston, Los Angeles, Minneapolis, New Orleans, and more. The musical is a stage adaptation of the Greek myths of Orpheus and Eurydice and King Hades and his wife [...]

  • Jake Gyllenhaal

    Listen: Why Jake Gyllenhaal Is His 'Best Self' in the Theater

    Looking for the best possible version of Jake Gyllenhaal? You’ll find it onstage, according to the actor himself. Listen to this week’s podcast below: “I am my best self when I’m working in the theater,” Gyllenhaal said on the latest episode Stagecraft, Variety’s theater podcast, on which he appeared with Carrie Cracknell, the director of [...]

  • Photo: Jeremy Daniel

    'The Lightning Thief: The Percy Jackson Musical' Gets Broadway Run

    “The Lightning Thief: The Percy Jackson Musical” is Broadway bound. The musical adaptation of the franchise about a teenager who discovers he’s the son of Poseidon hits the Great White Way on Sept. 20 ahead of an Oct. 16 opening night. It comes on the heels of an extensive, nationwide tour that took the show [...]

  • Tom Sturridge Jake Gyllenhaal

    Jake Gyllenhaal and Tom Sturridge Celebrate 'Sea Wall/A Life' With Star-Studded Opening Night

    A star-studded audience looked on as Jake Gyllenhaal and Tom Sturridge returned to the stage for their double monologue performance in “Sea Wall/A Life.” Theater-goers and celebs including Anne Hathaway, Tom Hiddleston and John Mulaney gathered in Manhattan’s Hudson Theatre for opening night, celebrating a show tackling grief, birth and death through the eyes of [...]

More From Our Brands

Access exclusive content