Which Broadway musical pioneered the 'dynamic pricing' strategy for merchandise that adjusted souvenir prices based on real-time demand during intermission?

Theater merchandising has evolved dramatically over the past few decades, becoming a significant revenue stream for Broadway productions. What began as simple playbills and posters has transformed into sophisticated product lines that extend the theatrical experience beyond the stage. Test your knowledge about how performing arts productions have innovated in the retail space and created unique consumer products that turn audience members into brand ambassadors.

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Hamilton (2015)
The Phantom of the Opera (1988)
Wicked (2003)
The Lion King (1997)