Which packaging innovation revolutionized Broadway theater merchandising in the 2010s, creating a new revenue stream that now accounts for approximately 15% of a successful show's ancillary income?

Theater productions have evolved dramatically in how they package and present their experiences to audiences. Beyond the show itself, modern performing arts venues have innovated how they deliver the complete theatrical experience through creative packaging concepts. This trivia question explores a groundbreaking packaging innovation that changed how audiences engage with theatrical productions beyond the performance itself.

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Interactive digital playbills with augmented reality features
Cast recording vinyl records with show-specific scent technology
Production-specific beauty and makeup collections
Biodegradable souvenir packaging made from recycled playbills