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Friday, November 4, 2011

Hot Tix sales up 46 percent: Is that good news?

Posted By on 11.04.11 at 04:30 PM

Here's the good news: The League of Chicago Theatres is touting a 46 percent jump in sales for its Hot Tix program during the last fiscal year (which ended June 30). Hot Tix went from selling 82,000 tickets the previous year to 120,000 in fiscal 2011. Here's the bad news: those are half-price tickets.

Smart marketing accounts for part of the growth: a twice-weekly list of available shows now goes out to 60,000 prospective audience members (who can purchase immediately online). And the witty Hot Tix tweeter has 3,000 followers. But an LCT spokesperson says that the discount outlet is also now getting more "inventory." Otherwise empty seats? Or an increase in tickets the theaters aren't able to move at full price? No answer on that so far. . .

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