Described by Variety Magazine as a “marketing powerhouse“, theatre.com was the single largest online theatre community in the world.
From buying Broadway tickets and souvenirs, providing in-depth show listings, exploring interactive show study guides, watching video clips, reading up-to-date industry news, viewing pictures, sending message to Broadway cast’s or even licensing a musical, theatre.com offered it all in a single, easy-to-use interface to theatregoers across North America and globally.
Affectionately dubbed the “Macy’s of Theatre Souvenirs” by The Mining Co — with 4,000 theatrical products for sale, it was the “Super Site of Broadway“.
Its comprehensive Broadway, Off-Broadway, national touring and regional content was also available through America Online (AOL Keyword: Broadway), Digital City network, MSN (MSN keyword: Broadway) and CompuServe’s Arts & Entertainment Channel, including include show synopses, performance schedules & times, production photographs, seating charts and facility information.
BroadwayNow, its consumer news service headed by Managing Editor, Robert Viagas, included daily reader opinion polls, quizzes and columns from renowned theatre writers, including Ken Mandelbaum. Dedicated regional staff based in two dozen regions, from London to LaJolla, Minneapolis to Miami and everywhere in between supplied news and local listings. Together with AvantGo, Theatre.com’s full site offerings were available to handheld PC users worldwide (the pre-cursor to smartphones).
It’s 82,530 “Circle Club” members received late-breaking news, special ticket offers, contests and special event invitations. Operated by New York-based Theatre.com Inc. (formally BuyBroadway Online, Inc).
A member of the League of American Theatres and Producers, Toby had been leading the industry into cyberspace since its establishment in 1989 by designing, hosting and promoting the official web sites for the vast majority of Broadway and Off-Broadway productions, national tours and regional shows as well as theatrical industry organizations.