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Broadway’s Online Ticket Sellers Have Joined Forces

John Gore
John Gore, Chief Executive of Key Brand Entertainment. Key Brand bought BroadwayBox, a discounter of Broadway tickets. Photographer: Amy Sussman/Getty Images via Bloomberg

Two of Broadway’s biggest players in the growing market to sell tickets online have combined forces, two people with knowledge of the deal said today.

Key Brand Entertainment, owner of ticket broker, acquired, which offers discount tickets, the people said.

Key Brand also owns Broadway Across America, which produces and invests in Broadway shows and tours.

The two people spoke on condition of anonymity because the sale has not been publicly announced.

Almost half of all theatergoers surveyed last season purchased their tickets online. was cited as one of the most popular sources for theater news, according to the survey by the Broadway League, a trade association of producers and theater owners.

Created by Dan Geisler and his wife, Odeda Geisler, BroadwayBox posts discount codes for Broadway and off-Broadway tickets. BroadwayBox also sends out e-mail blasts paid for by producers that promote discounts to specific shows.

The Geislers didn’t return calls.

High Fees

Key Brand bought, an online publisher of news and interviews, in 2010. charges a fee of about 33 percent over the face value per ticket.

For “The Lion King,” for example, adds $37 in fees to the $115 full-price tickets. Ticketmaster, the show’s primary online outlet, charges $8.50 in fees.

Key Brand is closely held and doesn’t disclose profits.

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