UPDATE: Ticketmaster introduced right this moment that Springsteen on Broadway has now been prolonged by way of February three. Tickets for the remaining exhibits go on sale September 7, and anybody who’s already registered doesn’t must register once more.
Seems like Ticketmaster’s new Verified Fan system wasn’t born to run correctly.
Final month the location introduced with nice fanfare that tickets to Springsteen on Broadway, the Boss’s eight-week restricted engagement on the Walter Kerr Theatre, can be offered utilizing Verified Fan. This expertise asks potential consumers to register upfront and checks customers’ buy histories and social media exercise to verify their legitimacy.
Randomly chosen followers who registered by August 27 have been alleged to be notified of their verified standing by final night time. They might then obtain a textual content message this morning with a singular provide code to unlock tickets.
This technique, which restricted consumers to 2 tickets per individual, was supposed to chop down on ticket bots, automated software program that scoops up tickets and provides them on resale websites like StubHub at markups as much as 1,000 %. In accordance with Ticketmaster, it could additionally be sure that solely true Springsteen followers received tickets.
Neither of these issues really occurred.
The primary downside occurred final night time, when most of the individuals who registered (together with this reporter) have been notified that they have been “on standby” for tickets. This meant that Ticketmaster couldn’t verify our entry to tickets and wouldn’t know for positive if we’d get entry till after tickets went on sale at 10 AM right this moment.
Those that have been fortunate sufficient to get late entry this morning would obtain two textual content messages: one with a efficiency calendar the place customers might choose tickets and one with a single use provide code. The most effective accessible tickets would then be displayed, with the very best value tickets listed first (costs vary from $75-$850).
Confused? So was I, together with many different followers. However this sophisticated course of didn’t matter a lot ultimately, as a result of most individuals who registered by no means received upgraded from the standby line.
To make issues worse, Verified Fan didn’t cease bots and scalpers from reselling tickets. In reality, seats have been listed on StubHub for $2,500 earlier than tickets even went on sale to most people. After 10 AM, costs climbed even greater. At one level, tickets have been going for nearly $12,000 apiece.
A part of the issue might must do with the Springsteen present’s restricted run, which naturally elevated demand. Hit Broadway exhibits like Hamilton have launched six months’ price of tickets on Verified Fan with few points.
Different performers have married Verified Fan with merchandise to theoretically make the ticket shopping for course of fairer. For instance, by way of the “Taylor Swift Tix” system, the singer’s followers have a greater likelihood of scoring tickets to her upcoming exhibits in the event that they purchase souvenirs in her retailer or watch her music movies.
The following massive take a look at of Verified Fan will come October 12, when tickets for the Broadway play Harry Potter and the Cursed Youngster go on sale. Let’s hope Ticketmaster’s “magical” new system works higher by then.