The Broadway revival of “Merrily We Roll Along” has partnered with the Harriet Tubman Effect (HTE), a human resource center and social justice advocacy organization, for an accessible ticketing initiative. Part of the organization’s work to dismantle systemic oppression, HTE’s Lantern Tix initiative makes a Broadway experience possible for families and individuals in communities who normally would not have access.
Beginning with the Feb. 7 performance, 550 tickets were made available via Lantern Tix for performances of “Merrily” throughout the remainder of its run. The revival of the Stephen Sondheim-George Furth musical is slated to complete its twice-extended limited engagement on July 7.
“Merrily” company manager, Brittany Weber, worked to create a strategic ticketing system specifically for this program. Using feedback from the communities in question, Weber created a community engagement ticketing system that allows for flexibility, patron autonomy and a minimal amount of urgency in acquiring tickets, while also allowing for the same theatergoer communication offered by standard ticketing systems (pre- and post-show messaging, partner discounts and digital tickets). Using a unique promo code for the ticket allocation, HTE communicates directly with members of the communities it hopes to bring to Broadway.
In 2023, HTE provided 10,500 admissions to Broadway and Off-Broadway productions via the $30,000 raised by HTE’s Lantern Fund to underwrite ticket costs. Past participating shows include “Sweeney Todd,” “Fat Ham,” “Kimberly Akimbo,” “Leopoldstadt” and “Into the Woods,” the latter for which HTE founder Nicole Johnson served as the production’s diversity, equity and inclusion director.
HTE research indicates many individuals only have seen a Broadway show through a school trip. The Lantern Tix partnership hopes to extend Broadway access beyond traditional school-sponsored audience engagement programs.
“Merrily We Roll Along” is produced by Sonia Friedman Productions, David Babani, Patrick Catullo, Jeff Romley and New York Theatre Workshop.
