Which innovative retail strategy revolutionized Broadway merchandise sales in the early 2000s, creating a centralized shopping destination for theater fans?

The performing arts industry has embraced unique retail strategies to enhance audience experiences and boost revenue. From innovative merchandise displays in theater lobbies to digital marketplaces for show memorabilia, performing arts venues have transformed how they approach retail. This trivia question explores a groundbreaking retail innovation that changed how Broadway shows market themselves to fans and tourists alike.

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The Broadway Marketplace app allowing mobile purchases from any seat during intermission
The opening of the Broadway Store in Grand Central Station selling merchandise from all current shows
The establishment of One Shubert Alley, the first consolidated Broadway merchandise shop representing multiple shows
The introduction of 'Broadway Box' subscription service delivering show merchandise monthly to subscribers