ICSC/Playbill

At The International Conference of Shopping Centers today, my family has about 3 different booths at the conference. If they are showcasing anything today its their enormous reach and influence they have in the industry. Ironically I’m sitting at one of our booths, representing Burger King, making introductions of myself to brokers, developers and landlords. All of which I know nothing about, besides for my background, knowledge of the fundamentals and some good terminology, I feel a bit lost, hopefully Brian doesn’t go to the bathroom again, b/c i’m not sure I’m the right fit for a representative, but as lost as I feel, I feel comfortable – even more so than at CES. At CES I enjoy the businesses more, but here my family has a leg up in the industry - and automatically it makes me feel more important. Sadly, my families industry is not my preferred – I’m not trying to be a self starter, but inevitably I have to be in order to get involved in technology. Nevertheless, while sitting here, with good energy flowing, I like to spend the second half of the day working on the app. To pay tribute to Hamilton and the beautiful yet dying business of playbills, I’d like to recreate the play-bills for the digital age.

The Problems with Playbills

I’ve identified the main issues that I have with playbills and for the sake of this app, I will assume that these issues are global - and most people experience the same points. Below are the main issues I find with playbills

Easy to lose

Difficult to Update

Hard to find the information you need

Ad’s are not specific towards users

The beauty of the Playbill

Although the Playbill poses a lot of issues in the level of technology advancement today, there are still a lot of sentimental reasons that keep it around and have people coming back to get more. If I preserve the sentimental component that keeps users coming back and connected to Playbills, the app can prove to be beneficial for all theater goers worldwide, though specifically broadway.

Sentimental DESIGN and physical brochure

For Fans, the brochure can be signed

Most Advertisements are interesting

You can read during show without pulling your phone out

Allows you to feel connected to the show

Includes all of the neccessary information you need to enjoy the show

The Audience

Based on research information, the app is primarily geared towards women and tourists, aged 41 - 59. Additionally, the app should comprise of a mobile ticketing system as well as a personal recommendation feature.

Tourists purchased approximately 61% of all Broadway tickets.

The average age of the Broadway theatregoer was 41.5 years old,

Approximately half of respondents said they purchased their tickets online

Approximately two-thirds (66%) of all attendees have been female.

Theatregoers reported personal recommendation as the most influential factor when it came to selecting a show to see. 

(Researched sourced from broadwayleague.com)

Who is Playbill Inc?

According to Wikipedia, Playbill is a privately owned magazine distributer, the total circulation in 2012 was 4,073,680. Since formation in 1884, Playbill has expanded its reach by entering other media forms in order to differentiate themselves from competition. In 1998 Playbill.com was launched to offer news about the theater industry and in 2016 Playbill launched their first app – ‘Playbill Passport’. Despite the fact that I’m three years passed original conception, I still see the value in exploring the official playbill app and designing an app to enhance the theatergoers experience even more.

Playbill Passpot

2 Takeaway Screenshots, from Playbill’s mobile app

2 Takeaway Screenshots, from Playbill’s mobile app

Playbill’s did a surprisingly good job on their mobile app, which comprises of many features to enhance the theater goers experience before during and after the show. The highlight of the app is the practicality the offers during the show, including, running time, intermission, concession and other services available, etc and it’s ability to seamlessly provide the user information for after the show, by showcasing other shows of interest - and coupons for retail destinations nearby.

Brining in the Local NYC audience

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