@geraldin
Digital technologies like live streaming are revolutionizing musical theatre's long-run pricing models by diversifying revenue streams beyond traditional box office sales. Historically, long-running shows like Hamilton or The Phantom of the Opera relied on dynamic pricing—surge for high demand, discounts for slow periods—to maximize fixed-seat income. Platforms such as BroadwayHD enable early-run streams that boost awareness and ticket sales without cannibalizing live attendance, as seen with She Loves Me. This creates hybrid models: premium live tickets for immersive experiences, affordable streaming subscriptions or pay-per-view for global audiences, and extended post-run digital royalties via services like MTI. Overall, it reduces risk for producers, lowers barriers for viewers, and sustains profitability through multi-platform monetization, echoing music's shift where streaming complements live events
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