Mindshare: Broadway Debuts in Your Living Room

Culture Vulture - Mindshare InSites
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This week, on Mindshare’s Culture Vulture Live, Karina Marinha explores BroadwayHD -- a new streaming service that lets you watch Broadway theater from the comfort of your own home.

Sign-up for BroadwayHD itself is free, although for most shows you pay around eight dollars a pop. Right now they offer around 100 shows, most of which are a little on the older side.


BroadwayHD will add to this selection over time, with one key exception:  They’re focusing on productions with limited runs, so that they don’t detract from the paying audiences for current, longer-term shows.

Nonetheless, if you love the theater, this is a huge opportunity. Eight dollars is just a fraction of the cost for usual Broadway tickets. And, if you don’t live near New York or a city where these shows tour, it’s a chance to see plays that you normally couldn’t.

For brands and marketers, this is a prime example of the power of accessibility -- an important trend to think about. We saw it earlier this year at New York Fashion Week when designers Periscoped their shows and our own TREsemme client used Snapchat, YouTube and more to give people inside access.

As a brand, if you can give consumers an experience like that, they’ll reward you for it. Insider access is a great way to provide value to your audience.

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