SPIDER-MAN Turn Off the Dark Revolutionizes Broadway Box Office With Mobile Reservations

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Situation Interactive and ePrize’s new mobile ticket reservation system boasts a 59.5% conversion rate

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The comfort level of the typical mobile user is growing when it comes to making purchases on their smartphone. By creating a reservations system targeted to mobile users, we are helping the consumer build trust in mobile ticket purchasing.

SPIDER-MAN Turn off the Dark has created another Broadway first, partnering with their interactive agency Situation Interactive and ePrize, a leader in digital engagement for social, mobile and web campaigns, to design and implement a mobile ticket reservation system that allows audience members to reserve seats to upcoming performances without requiring a credit card. Non-paid reservations are common in many areas of live entertainment but, until now, have only been possible on Broadway for recognized Group Sales agents.

The SPIDER-MAN Mobile Reservations system was created to set the SPIDER-MAN experience apart from all other Broadway productions and to combat the industry-wide trend of decreasing advance sales. The system allows the user to hold seats while continuing to organize their evening; this in-pencil commitment not only makes setting the logistics and payment details easier but also decreases the likelihood that they will continue shopping around for a different Broadway experience.

Users take the following three steps to make a reservation:
●    Users visiting the mobile site are presented a page asking if they’d like to make a reservation. Other options include calling Ticketmaster, visiting the SPIDER-MAN website, and getting directions to the theatre.
●    After clicking “make a reservation,” users are taken to a form that asks them to input their name, mobile phone number, party size, performance date, and preferred seating section, then to click “submit.”
●    The user receives an SMS asking to confirm their reservation. Once the user responds YES, the reservation is in the system and the Foxwoods Box Office staff receives an alert.
●    Three days before, the day before, and the day of their performance, users receive reminder text messages prompting them to lock in their seats by purchasing right away. Alternately, users may select and pay for their seats up to one hour before the performance.

In just a month since beta launch, the mobile reservations site has seen a significant number of reservations and impressive conversion rates, with 59.5% of visitors who reserve tickets completing their purchase.

“We're looking at data that's predicting US mobile commerce will surpass $30 billion by the end of 2015,” said Peter Yagecic, Situation Interactive Director of Technology. “The comfort level of the typical mobile user is growing when it comes to making purchases on their smartphone, and so we asked ourselves how we could encourage that behavior to benefit SPIDER-MAN. By creating a reservations system targeted to mobile users that offers multiple ways to complete a purchase, we are helping the consumer build trust in mobile ticket purchasing. Our history working with ePrize and their expertise in the world of SMS engagement made them a great partner to bring the mobile reservation system to life.”

“Retailers are experiencing the year of mobile, and the box office is no exception. Brands are stepping up their game when it comes to mobile engagement,” explained David Wachs, SVP of Mobile at ePrize. “It was a pleasure partnering with a brand as vibrant as SPIDER-MAN Turn Off the Dark. They understand the importance of providing the convenience of a mobile reservations system, as well as a foolproof tactic for boosting ticket reservations and sales. We look forward to seeing the continued growth and success of their mobile ticketing presence.”

To explore the site or reserve tickets from your mobile device, visit spidermanonbroadway.com from your smartphone or text SPIDEY to 30364.

About Situation Interactive
Situation Interactive is an entertainment marketing and interactive advertising agency serving an international entertainment client base of film, television, travel and live events. Founded on the guiding principle that people are happier when they’re doing things rather than just having things, Situation Interactive provides clients with innovative, interactive solutions backed by creative strategic planning and has become a leader in creating award-winning digital strategies for experiential brands worldwide.

About ePrize
ePrize is the global leader in digital and mobile engagement. The company's multi-channel engagement solutions enable the world's largest brands to continue the dialogue from web to social to mobile, all the way to POS on a single unified platform. Last year, more than 50% of the Fortune 500 and many world-class agencies relied on ePrize's creative, technology and legal services. Since 1999, ePrize has created thousands of promotions, CRM and loyalty campaigns in 44 countries for clients like Coca-Cola, Microsoft, The Gap, MillerCoors, Lenovo, NHL, Yahoo!, P&G and AT&T. Headquartered in Detroit, ePrize also has offices in New York, Chicago, Los Angeles and Seattle. ePrize acquired a division of Apollo Data Technologies in 2011, and Cellit, a mobile solutions company, in 2012. Catterton Partners, a consumer-focused private equity firm, acquired ePrize in August 2012.

About SPIDER-MAN Turn Off the Dark
SPIDER-MAN Turn Off The Dark is Broadway’s most popular new show and, in the past year, the production has been seen by more than 1 million audience members from around the world. It features music and lyrics by 22-time Grammy® Award-winners Bono and The Edge, direction by Philip William McKinley (The Boy From Oz), and a book co-written by Julie Taymor, Glen Berger (Underneath The Lintel) and Roberto Aguirre-Sacasa (Fantastic Four and Spider-Man comics, “Big Love”). Scenic Designer George Tsypin and Costume Designer Eiko Ishioka are winners of Outer Critics Circle Awards and were recently nominated for Tony® Awards for their work on SPIDER-MAN Turn Off The Dark.

The world’s most recognizable super hero leaps off the comic book pages and onto the Broadway stage in SPIDER-MAN Turn Off The Dark. Peter Parker’s ordinary teenage life takes a turn for the extraordinary when he’s bitten by a genetically altered spider and suddenly finds himself endowed with incredible superpowers. Parker quickly learns that with great power comes great responsibility as he tries to juggle the demands of high school and home life, while battling the Green Goblin and his band of super villains as they try to take down New York City and destroy everything Peter holds dear – including the beautiful girl-next-door, Mary Jane Watson. This high-flying groundbreaking and history-making production brings this story – inspired by more than fifty years of Marvel comic books – thrillingly to life!

Tickets for SPIDER-MAN Turn Off The Dark are priced from $49.50 - $147.50, and can be purchased at Ticketmaster.com or by calling (877) 250-2929. Tickets are also available at the Foxwoods Theatre box office (213 West 42nd Street), which is open Monday through Saturday, 10:00 a.m. – 8:00 p.m. and Sunday, 10:00 a.m. – 7:00 p.m.

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