Which innovative retail strategy was first pioneered by the Broadway production of 'Wicked' in 2003 that revolutionized theater merchandise sales?

The performing arts industry has evolved significantly in how it markets and sells merchandise to theater-goers. From playbills to branded merchandise, theaters have developed sophisticated retail strategies to enhance audience experience and generate additional revenue streams. Test your knowledge about the innovative retail trends that have transformed the business side of theater productions in recent years.

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The 'Greenification Station' - interactive makeup booths where attendees could get 'Elphaba-fied' for an additional fee
Digital playbill downloads with exclusive behind-the-scenes content accessible via QR codes
Character-voiced GPS navigation apps featuring directions narrated by show characters
Subscription-based monthly mystery boxes containing replica props from the production