Which innovative retail strategy did Playbill implement in 2014 that revolutionized their business model and created a new revenue stream in the performing arts industry?

The performing arts industry has seen numerous retail innovations over the decades, particularly in how theaters market and sell merchandise to patrons. One of the most iconic products in theater retail history has undergone fascinating transformations that reflect broader changes in arts marketing and audience engagement. Test your knowledge about the business side of theater retail with this challenging question about a staple product found in virtually every major theater venue.

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Launching Playbill Store, their first direct-to-consumer e-commerce platform for theater memorabilia
Introducing augmented reality features in their programs that allowed theatergoers to scan pages for behind-the-scenes content
Creating PlayBuzz, a subscription box service delivering monthly theater merchandise to customers' homes
Developing Playbill Wine Club, a branded wine collection with labels featuring famous Broadway productions