Which retail innovation, introduced by producer Cameron Mackintosh for 'The Phantom of the Opera' in 1996, fundamentally changed Broadway ticket sales and was later adopted industry-wide?

The performing arts industry, particularly Broadway theater, has undergone significant digital transformation in recent years. From ticket sales to marketing strategies, technology has changed how theatrical productions connect with audiences. This trivia question explores a notable retail innovation that revolutionized Broadway ticket accessibility and sales strategy.

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Rush tickets: discounted same-day tickets sold at the box office
Dynamic pricing: adjusting ticket prices based on demand algorithms
Lottery system: random drawing for low-cost premium seats
Premium seating: creating a luxury tier of seats at significantly higher prices