Which retail innovation did Broadway theaters first implement in 2017 that led to a 28% increase in merchandise sales?

In recent years, the performing arts industry, particularly Broadway theaters, has embraced innovative retail strategies to enhance the audience experience and boost merchandise sales. From digital initiatives to immersive retail environments, the way performing arts venues market their products has evolved dramatically. Test your knowledge about a groundbreaking retail strategy that transformed Broadway's merchandise approach!

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Smart vending machines that allow purchases during intermission without waiting in line
Digital stage door apps where fans can purchase autographed merchandise after shows
In-seat merchandise ordering through theater seat-back tablets
Augmented reality playbills that unlock exclusive merchandise options