Early Adopters: How Audiences Decide to Buy Before Opening Night

Before a show is reviewed, before word of mouth kicks in, before anyone has seen a curtain call, some audiences are already buying. These early adopters are the people who build your advance and give producers confidence before a single performance begins.

Our Broadway Audience Series is back! Join us on Wednesday, March 4 at 12 PM ET for our first webinar of 2026, where we’ll dig into new survey data to understand who these buyers are, what motivates them to take a chance on a show, and how they discover productions before they’re in performance.