The new schedule means that Cinderella will no longer offer an 8 PM performance on Wednesday evenings, while Phantom and Mamma Mia! will forgo their Wednesday 2 PM matinees.
Theatregoers who attend the Thursday matinees will also be able to take advantage of various discounts when they present their ticket stubs at the following businesses: Icon Parking Systems, Becco, Marseille, Pigalle, KTCHN, Marriot Marquis New York, The Strand Hotel and B. Smiths Restaurant.
"While London's West End has a long tradition of different weekday matinee schedules, Broadway has generally offered only Wednesdays until now," said general manager Aaron Lustbader in a statement. "We are confident that by joining forces, the Thursday matinee will become a popular choice for both individual theatergoers and groups who will be thrilled with less congestion on the sidewalks, more tables to be had at one of the many theatre district restaurants, and more available parking for cars and buses. It is exciting to make first-class live entertainment available to even more interested theatre-goers in New York especially as tourism levels reach new heights in the city."