The Roundabout Theatre Company has extended an offer connected with the marketing of a new program, HIPTIX, after response to the recent launch exceeded the company’s expectations.
Originally set to expire Jan. 1, HIPTIX has been extended through Jan. 31. Some advertisements for the program did not run until very late in December, precluding theatre patrons from accepting the offer before the deadline.
“We’ve extended our deadline through January 31,” a Roundabout spokesperson said. “Part of the reason was that we did everything right before the holidays. But we’ve honestly had a great response—it’s exceeded our expectations.”
As reported earlier, HIPTIX was conceived in a bid to combat sticker shock with young theatregoers. Roundabout artistic director Todd Haimes launched the discount program, which is currently being offered free to theatregoers between 19-35 years of age.
“We hope HIPTIX will motivate younger audiences to attend plays and change their perception that a night at the theatre is beyond their financial means,” Haimes said in a prepared statement. The extended annual membership offer expires Jan 31. Until then, free HIPTIX services include new low-priced ticket alternatives including a 50 percent savings on tickets to “participating Roundabout productions.” For the 2000-2001 season, the participating productions include Betrayal, A Skull In Connemara, Design For Living, Blue and Faith Healer.
Joining the list of established audience development programs at Roundabout (Family Series, Solo Series and Teacher’s Series), HIPTIX is aimed at establishing theatregoing habits with “a segment of the population traditionally under-represented in New York theatres.”
After the initial free offer, “HIPTIX members will pay only $30 for Roundabout’s Broadway productions and $25 for Off-Broadway performances. The program allows for date flexibility and show choice, as members elect to purchase tickets on a show-by-show basis during preview periods and other specially designated performance dates.”
HIPTIX annual fees are $30 per person with duo memberships available for $60. Roundabout says that membership forms and program information are available at www.roundabouttheatre.org/hiptix.htm or by calling Ticket Services at (212) 719-1300.
—By Murdoch McBride