Report finds Broadway addicted to tourists
NEW YORK (AP) — Broadway producers got a reminder of how important tourists and the Internet are to their bottom line with the release of a new report about the demographics of theatergoers.
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The Broadway League study out Monday found that international and domestic tourists accounted for 63 percent of the 12.3 million Broadway admissions during the 2011-12 season, up from 61.7 percent in the previous period. International tourists accounted for 18.4 percent of all attendees.
Online purchase continues to be the most popular method of ticket buying: The report showed Internet buyers jumped from 44 percent to 47 percent.
The report found that two-thirds of Broadway audiences were female, confirming the trend of the past few decades. Playgoers also tended to be more frequent theatregoers than musical attendees.
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Online: http://www.broadwayleague.com
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