The site is not yet operational and no timetable for its launch was announced. The Shuberts continue to operate Telecharge.com, its ticket-selling service online and phone ticket service.
The goal of the planned site is to “provide theatre-goers with a simple way to purchase tickets through a single domain name destination,” and “to provide a gold standard for consumers to purchase tickets with confidence,” according to a release from Accent.
The ".tickets" domain name was created this past summer, and the Shubert Organization said it has purchased more than 50 domains with the .tickets extension for the new business. The new domains include those with the names of all 17 Shubert Broadway theatres, including the Winter Garden, the Imperial, the Majestic, the Broadway, the Music Box and others.
The partnership involves the Shuberts taking a 10 percent stake in the London-based Accent, which was founded in 2012, and which is seeking to expand into all areas of ticketing internationally.
Principals of both companies issued statements about the partnership. Robert E. Wankel, co-CEO of The Shubert Organization, said: “We have invested in Accent Media and the '.tickets' TLD to take advantage of new opportunities which will enhance our ability to provide the best possible ticket-buying experience for our customers.” Steve Machin, co-CEO of Accent Media, said: ”Consumers yearn for simplicity and reliability. When they see Broadway.tickets, theatregoers will immediately understand they’ve discovered the right place to purchase tickets.”
In the long run, the partnership is being presented as “an opportunity to expand global awareness of Broadway as a brand, extending the reach of the industry to untapped markets worldwide.”