Which Broadway show was the first to introduce a dedicated retail store outside the theater, creating a new revenue stream model that many productions now follow?

The performing arts industry has seen significant retail innovations over the decades, changing how audiences access shows, merchandise, and experiences. From the introduction of digital ticketing platforms to immersive merchandise stores that extend the theatrical experience, retail innovations have transformed the business side of performing arts. Test your knowledge about a pioneering retail innovation that changed how audiences engage with theatrical productions!

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The Phantom of the Opera
Cats
Les Misérables
The Lion King