Which groundbreaking point-of-sale innovation was first widely adopted by major Broadway theaters in 2016 to reduce intermission merchandise congestion?

The performing arts industry has evolved significantly in how it markets and sells merchandise to patrons. From Broadway shows to local theater productions, merchandising has become an important revenue stream and brand extension. This trivia question explores an innovative approach that revolutionized how performing arts venues manage their retail operations during peak intermission rushes.

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Mobile pre-ordering systems allowing patrons to purchase merchandise before arrival and pick up from dedicated counters
Seat-delivery service where merchandise could be ordered from theater seats via QR codes and delivered during the show
AI-powered automated kiosks that replaced traditional merchandise counters entirely
Subscription-based merchandise programs where regular theater-goers receive show merchandise by mail