Which innovative retail strategy did Playbill implement in 2020 that revolutionized their business model during theater closures?

Broadway and theater performances worldwide have created unique retail ecosystems around live performances. One of the most iconic products in performing arts retail has become a collector's item, marketing tool, and revenue stream all in one. Test your knowledge about the business behind the scenes of this famous performing arts product that bridges merchandising and audience experience.

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They launched 'Playbill Store,' an e-commerce platform selling memorabilia and replica Playbills from famous productions
They created 'Playbill Virtual,' allowing theaters to distribute digital programs to audience members' phones
They introduced collector's edition Playbills with embedded AR technology that unlocked exclusive content
They partnered with Broadway HD to include physical Playbills with streaming theater subscriptions