Which retail innovation has most significantly transformed merchandise sales at major Broadway and West End theater productions in the last decade?

The performing arts industry has embraced retail innovations to enhance audience experiences and boost revenue streams. From immersive technologies to sophisticated merchandise strategies, theaters and performance venues are reimagining their retail operations. This trivia question tests your knowledge about a significant retail innovation that has transformed how performing arts venues approach merchandise sales and audience engagement. Can you identify the correct technology that has revolutionized this aspect of the industry?

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RFID-tagged collectible programs that unlock exclusive digital content when scanned with the venue's app
AI-powered vending machines that recommend merchandise based on facial recognition of the customer's emotional response to the show
Holographic merchandise displays that allow customers to virtually try on costume replicas before purchasing
Subscription-based merchandise boxes delivered monthly featuring rotating items from different productions