The Broadway theater owners also have a free loyalty program, Audience Rewards, that works somewhat like a frequent-flier program — you earn points whenever you buy Broadway, Off Broadway or Met Opera tickets from an authorized seller, and those points can be redeemed for ticket discounts or for fan events. Some of my colleagues tell me they have found it challenging to use the points for shows they want to see, but the program says there are many ways to redeem points at all times.
Deal and discounts
The most well-known way to get discounted tickets is at a TKTS booth, which can be found at the longstanding location in Times Square, as well as at Lincoln Center (and there are licensed locations for local shows in Philadelphia, London and Tokyo). The lines can be long; the tickets are mostly same-day (matinee tickets can be purchased the previous day), and I hear the questioner’s concern that TKTS prices still aren’t low enough, but they are lower than face value — all tickets sold at the booths are discounted for between 20 percent and 50 percent off full price (plus a $7 service fee). And the vast majority of Broadway shows periodically make tickets available at a discount through TKTS.
The booths are run by a nonprofit, TDF, that also has a membership program that offers deeper discounts on Broadway and Off Broadway tickets. The membership fee is currently $42, and makes most sense for regular theatergoers who are often in New York. Eligibility is limited, but many people qualify, including students and teachers, military personnel and veterans, government and nonprofit workers, clergy, retirees, artists, union members, freelancers, anyone under 30, individuals on federal disability, and hourly workers eligible for overtime pay.
Another way to save money is to buy tickets for performances during Broadway Week, which is a twice-a-year program run by New York City Tourism + Conventions that offers two-for-one ticket deals to most Broadway shows. Despite the name, the program actually runs for two to three weeks, and generally happens in late summer (just after Labor Day) and late winter (often starting in February). There is also a twice-a-year Off Broadway Week that works similarly.
Broadway shows also offer occasional discounts. If you know you want to see a particular show, sign up for the marketing emails — yes, it can be a drag to get promotional material in your inbox, but, also, sometimes there are specials.
