The tickets could be in a very similar format as a boarding pass used at an airport, this idea could then be spread across onto a range of different products given or sold at the theater where the musical would be shown.
I noticed National Express advertised different events such as Glastonbury or gigs being played by top artists, and that they would issue discounted travel tickets if you were to buy tickets through them, however this is obvious that they could make money in this process and that advertising this musical on the British Airways website would be slightly mental, but it is an idea! And online advertising is a must I think.
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