Broadway Takes a Tech Leap
In a move that might make the hackers sweat, Broadway’s largest ticket operator, the Shubert Organization, is diving into the world of blockchain. The organization, known for its rich history of theatrical spectacles, is stepping into the modern era with a pilot program aimed at fighting the notorious ticket fraud problem.
All About the Partnership
Joining forces with the Boston-based startup True Tickets, the Shubert Organization is integrating a mobile ticketing solution powered by IBM’s blockchain technology. This collaboration comes from the Telecharge and Shubert Ticketing divisions, aiming to ensure a smoother, safer ticket purchase experience. This news was revealed in a recent report that felt like a Broadway plot twist!
The Role of True Tickets
True Tickets, famous for sailing through the Broadway Tech Accelerator this summer, is all set to sprinkle its blockchain magic across the Shubert Organization’s ticketing platforms, including Telecharge.com and Broadway Inbound. The CEO of True Tickets, Matt Zarracina, described this pilot as a way for the startup to offer robust solutions within a “massive multichannel marketplace.” Talk about making an entrance!
The Ticket Fraud Carnival
Broadway isn’t the only entertainment landscape freckled with ticket fraud. The industry has been a victim of fake or duplicate ticket resales, akin to a circus of scams, confusing consumers and frustrating legitimate businesses. The hope is that integrating blockchain technology could restore a sense of order, transparency, and trust in the ticketing process.
Looking Back: Previous Attempts
Before this latest innovation, other major players also dipped their toes in the blockchain waters. For instance, back in fall 2018, Cointelegraph reported on Ticketmaster’s acquisition of blockchain-focused live events firm Upgraded. Ticketmaster hinted at ambitious plans to convert traditional tickets into interactive blockchain-protected units, armed with encrypted barcodes to stave off fraud. Looks like ticketing giants are adapting to survive the fraud-tastic landscape!
The Future of Ticketing
As Broadway embarks on this digital journey, only time will tell if blockchain will become the hero Gotham—err, Broadway—needs. With tech-savvy solutions like this, we might just see a brighter future for ticketed events, free from the clutches of fraud!
