Disney on Broadway Survey

[jonah3500]

Posted: 7/5/20 at 1:16pm

I received a survey from Disney on Broadway today, and it included a question where you rank four options for tickets when Broadway returns.

The options:

- Disney on Broadway Flex Ticket: Purchase a discounted ticket today that can be redeemed for either The Lion King or Aladdin wiithin 12 months of when Broadway shows return.
- Broadway Subscription: Purchase a multi-show Broadway show package, with deeper discounts the more shows you buy. This would be eligible across all Broadway shows, not just limited to Disney on Broadway.
- Disney on Broadway Guaranteed Lottery: Purchase a very low price ticket that could be redeemed for select performances close to the performance date.
- Now & Later Package: Purchase a ticket for a specific date and get a free subscription to Disney+.

 

Any thoughts on these plans?

[Fosse76]

Posted: 7/5/20 at 2:12pm

My best guess is to gauge the demand once shows are able to return.

[VintageSnarker]

Posted: 7/5/20 at 4:37pm

The number of possibilities certainly show some creative problem solving. And it tells you a lot about your target audience. Are they not really concerned about covid-19 (Now & Later Package) or are they very concerned but able to swayed by flexibility in ticket exchanges(Disney on Broadway Flex Ticket)? Are the first people to go back the kind who buy the cheapest tickets (Disney on Broadway Guaranteed Lottery) or ones who either pay close to full price or who take a family/group to the theater (Broadway Subscription)?

[ErmengardeStopSniveling]

Posted: 7/5/20 at 5:12pm

Interesting ideas. With Tom Schumacher being chair of the Broadway League, the Broadway Subscription idea has probably come out of these League planning committees. Could be a nice advantage for those of us who see lots of shows each year, but it would surely require opt-ins from specific shows and theatre owners.

The "Flex Ticket" may also be a way around COVID fears. It's a way to build advance sales, and then people can decide to choose a date later when they feel comfortable. Partnered with a discount, it could be really enticing. 

At the very least, it indicates what we already knew: nearly every show will have to discount and be creative if they want to have any chance of full houses when Broadway returns. And even then, it will be a tough road back.

[Mr. Wormwood]

Posted: 7/7/20 at 12:10am

I think the Broadway subscription is a fantastic idea not just for post COVID but for forever!

[trpguyy]

Posted: 7/7/20 at 9:27am

Fosse76 said: "My best guess is to gauge the demand once shows are able to return. "

This survey would be an incredibly inefficient way to gauge demand, but a very good way to determine the popularity of new marketing strategies. 

[macbeth]

Posted: 7/7/20 at 7:02pm

I like all of these ideas

[Fosse76]

Posted: 7/8/20 at 4:56am

trpguyy said: "Fosse76 said: "My best guess is to gauge the demand once shows are able to return. "

This survey would be an incredibly inefficient way to gauge demand, but a very good way to determine the popularity of new marketing strategies."

Those are all demand-based options. The current model will likely be in low demand to due the pandemic's uncertainty. With more flexibility, there could very easily be an increase in demand.