New Technology Promises Greater Transparency for Broadway Theatre-Goers
Navigating the complexities of Broadway ticket buying may soon become a lot easier, thanks to advancements in theatre technology. Preevue, a London-based tech company, is on the verge of expanding its presence on Broadway, offering theatre-goers a revolutionary way to preview their seating experience before making a purchase.
Founded in 2016, Preevue has already made a significant impact on the global theatre scene, particularly in London’s West End, where the company has scanned over 65,000 seats across 250 theatres. Using advanced laser scanning technology and computer-aided design, Preevue creates three-dimensional digital replicas of theatres, capturing detailed measurements as precise as an inch, taken at the rate of one million measurements per second. This technology allows prospective ticket buyers to view accurate, panoramic images of their seats, ensuring a clear understanding of their sightlines and potential obstructions.
Despite its success in London, Preevue’s footprint on Broadway remains relatively small, with only a few theatres, including Disney’s New Amsterdam Theatre and the Ambassador Theatre Group’s Al Hirschfeld Theatre, Hudson Theatre, and Lyric Theatre, utilizing the technology. However, this could change soon, as discussions are underway with a major Broadway theatre owner to expand Preevue’s services across more venues.
Currently, theatre-goers often rely on crowd-sourced images of seat views, but these can vary widely in quality and accuracy. Factors like lens type, camera angle, and even the position of the photographer can drastically affect the representation of the view from a seat, leading to inconsistencies. Preevue’s technology addresses these issues by providing standardized, high-quality images, offering both two-dimensional snapshots and 360-degree panoramic views. This level of transparency in the booking process is expected to greatly enhance customer satisfaction, allowing buyers to make more informed decisions.
In addition to benefiting ticket buyers, Preevue’s digital replicas serve as valuable tools for theatre producers and designers. By accessing a digital twin of each theatre, creative teams can pre-program lighting, visualize set designs, and refine elements long before stepping foot in the venue. This capability proved particularly useful during the COVID-19 pandemic, when the producers of Moulin Rouge! used Preevue’s scan of the Broadway production at the Al Hirschfeld Theatre to adapt the design for the West End production at the Piccadilly Theatre. This allowed the team to make crucial design decisions without needing to be physically present, saving time and money.
As Preevue looks to expand its services on Broadway, the technology could soon become an industry standard, offering unprecedented transparency and convenience for both theatre-goers and creative teams. With the potential to eliminate unpleasant surprises—like obstructed views—this innovation promises to enhance the overall Broadway experience, making it easier than ever to enjoy the magic of live theatre.
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