That’s right!  Broadway, that mystical, fabulous street of dreams in NYC is adding a beacon element to theaters – enabling visitors to check digital playbills, find out information about shows, times, prices, etc –

“Playbill Passport allows us to expand on the services we’ve been offering to Broadway audiences for over 130 years,” says Philip Birsh, President and CEO of Playbill. “Broadway just had its best-attended and highest-grossing year to date. We are in the midst of an exciting theatrical renaissance. Times Square is booming with new businesses, thousands of offerings and no real touchstone to maximize the experience. Theatregoers have come to rely on their Playbill and the information therein for over a century. Playbill Passport will expand on that service by giving audiences a way to learn and interact with the show they are seeing, attend other shows of interest, obtain practical theatre-related information, use discounts and take advantage of all Times Square has to offer.”

For more, read here – http://www.einnews.com/pr_news/307722383/broadway-voice-teams-with-gimbal-and-urban-airship-to-power-contextual-mobile-engagement-with-broadway-audiences

One of the best things about a cohesive effort like this is that consumers benefit most from the setup.