Ticketmaster is out to prove it can do more than just sell tickets. On April 17, 2015, the ticket sales and distribution company released the web series All Access, which showcases the history and attraction of four iconic New York City theaters.
In four different episodes on Ticketmaster’s official YouTube channel, All Access profiles Disney’s New Amsterdam Theater, Brooklyn’s Kings Theatre, Harlem’s Apollo Theater, and Manhattan’s Irving Plaza. Each episode will feature one of the theaters and key aspects of their unique histories. The episodes will also be embedded on the venues’ individual Ticketmaster pages. Additionally, the featured theaters will use the videos for their own online promotional efforts.
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Ticketmaster’s new All Access series is part of a larger initiative to bring more content (and consequently more advertising opportunities) to the e-commerce website. In addition to All Access, Ticketmaster is introducing an editorial blog to cover upcoming live entertainment events and interview musicians and artists. The ticket company also introduced a Festival Guide, complete with sweepstakes and related videos.
Through this new content marketing goal, Ticketmaster wants marketers and online users to view the site as a publishing platform and live entertainment destination, not just a place consumers go every so often to buy tickets. “There is no de facto Live Entertainment destination and Ticketmaster is better positioned than anyone to assume that position,” said Mitch Rotter, Ticketmaster’s SVP of Brand Marketing, in a release.
You can watch the current four episodes of All Access on Ticketmaster’s YouTube channel.