Which innovative loyalty program approach was first implemented by Broadway theaters in 2017 that revolutionized last-minute ticket sales and audience development?

The performing arts industry has evolved significantly in its approach to customer experience and loyalty. From paper tickets to digital passes, theater companies and performing arts venues have implemented various strategies to enhance audience engagement and boost repeat attendance. This trivia question focuses on a recent innovation that has transformed how Broadway theaters manage their loyalty programs and ticket sales.

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Digital Lottery Systems allowing fans to enter for $10-$40 tickets within 24 hours of performances
Season Subscription NFTs that grant exclusive backstage access and memorabilia
The Broadway Passport Program where attendees collect stamps for each different show attended
Virtual Reality Preview Experiences allowing potential attendees to sample shows before purchasing