Which retail innovation, first implemented by Broadway theaters in 2018, allowed patrons to pre-order intermission refreshments and merchandise from their seats using their smartphones?

The performing arts industry has embraced numerous retail innovations to enhance audience experience and boost merchandise sales. From digital playbills to immersive pop-up shops at theater venues, the way performing arts organizations sell merchandise has evolved dramatically. Test your knowledge about a groundbreaking retail innovation that changed how theaters approach merchandise sales during performances.

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AtYourSeat: A mobile app allowing patrons to order and pay for items to be delivered directly to their theater seats during intermission
CurtainCall: A voice-activated system where patrons could verbally place orders via armrest microphones before intermission
InterMingle: Digital kiosks installed at theater entrances that used facial recognition to remember patron preferences from previous visits
ShowMerch VR: Virtual reality stations in lobbies where patrons could virtually try on merchandise before purchasing physical items