Which retail innovation first allowed Broadway shows to sell digital merchandise directly to audience members' smartphones during intermission?

The performing arts industry has embraced innovative retail strategies to boost merchandise sales and enhance audience engagement. From intermission shopping experiences to digital memorabilia, theaters and performance venues have revolutionized how they sell branded products and memorabilia. Test your knowledge about a groundbreaking retail innovation that changed how performing arts organizations approach merchandising and revenue generation.

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BroadwayDirect: A QR-based system launched in 2018 that allowed theaters to sell digital programs and exclusive content to audience members
TheaterTouch: A touchscreen kiosk system installed in lobbies that eliminated the need for staffed merchandise booths
CurtainCall Commerce: An app that let audience members pre-order merchandise to be delivered to their seats before the show began
StageShop: A subscription service that delivered monthly boxes of merchandise from currently running Broadway shows