Which digital retail innovation first allowed Broadway shows to significantly expand their merchandise sales beyond physical theater locations?

The performing arts retail landscape has evolved dramatically in recent years, with digital transformation changing how theaters, music venues, and dance companies sell merchandise and tickets. This trivia question explores a notable retail innovation that revolutionized how performing arts organizations connect with their audiences and monetize their productions beyond traditional in-person sales.

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Show-specific mobile apps with AR try-on features for costumes
Broadway.com's digital marketplace launched in 1999
QR code-enabled playbills linking to exclusive merchandise
Virtual reality theater tours with integrated shopping experiences