Abstract
Since the first Broadway musical theatre tickets were sold online in 1996 and musicals began launching their own websites, the Internet has fulfilled a range of functions for the musical theatre industry and its consumers. More than simply disseminating production information or digitizing a traditional print advertising campaign, musical theatre producers are finding a wide and complicated range of uses for web platforms. From communicating ticket availability, offering tickets for sale, engaging with fans, and connecting musical theatre creators with their audience, these platforms have expanded the potential reach of musical theatre marketing. As this chapter explores, online marketing has become central to a musical’s success, recruiting theatregoers as ambassadors who continue to market musicals on behalf of their producers.
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MacDonald, L. (2017). Connection in an Isolating Age: Looking Back on Twenty Years of Engaging Audiences and Marketing Musical Theatre Online. In: Hillman-McCord, J. (eds) iBroadway. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-64876-7_2
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