The implementation of the 2 PM Thursday matinees will begin April 3, 2014. The matinee will replace another performance in the existing show schedule. Scheduling is still being determined for each show.
Representatives for Phantom confirmed that the Thursday matinees will replace the current Wednesday matinees.
"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."