Which innovative retail advertising technique was first widely adopted by Broadway theaters in 2015, allowing passersby to interact with show content before purchasing tickets?

The performing arts world has evolved its marketing strategies significantly over the decades. From playbills to digital experiences, theaters and performance venues have pioneered unique advertising approaches to attract audiences. This trivia question explores an innovative retail advertising technique that revolutionized how performing arts venues promote upcoming shows. Test your knowledge of the intersection between theatrical promotion and cutting-edge advertising!

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Augmented reality window displays that let pedestrians virtually 'try on' costumes or interact with characters from current shows
Sidewalk projection mapping that created 3D illusions of performances extending onto the street
NFC-enabled posters that transferred show teasers and exclusive content to smartphones when tapped
Facial recognition billboards that personalized show recommendations based on viewer demographics