Which innovative retail strategy was first pioneered by Hamilton on Broadway, revolutionizing how theater merchandise is sold to audiences?

The performing arts industry has embraced technology in exciting ways, particularly when it comes to retail innovations. Theaters and production companies are finding creative methods to enhance audience experiences, boost merchandise sales, and create memorable brand moments. This trivia question focuses on a cutting-edge retail innovation that has changed how performing arts merchandise is sold to theater patrons.

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Digital merchandise kiosks that allow patrons to purchase show merchandise and have it delivered to their homes
Intermission mobile app ordering that lets audience members pre-order merchandise to avoid lines
Seat-integrated tablets that allow for merchandise browsing and purchasing during pre-show and intermission
AR-enabled playbills that let patrons virtually try on merchandise using their smartphones