NEW YORK (CBSNewYork/AP) — It looks tickets to see Bruce Springsteen on Broadway were born to run right to the secondary market.
Ticketmaster used Verified Fan in a bid to thwart brokers and bots, requiring buyers to register weeks ago. Those who registered were selected randomly to receive text messages with offer codes several hours before tickets go on sale.
James Donahower from the Boss’s beloved home state didn’t get a code right away, but liked the new method.
“I thought the verified fan thing is awesome and I love anybody who’s going to attempt and who better than Springsteen to get you not to be punished by scalpers,” he told CBS2’s Alice Gainer.
Although the presale for “Springsteen on Broadway” began at 10 a.m. Wednesday, tickets were being sold an hour later on StubHub — some as high as $9,950 each.
“The registration is an interesting concept,” CNET Section Editor Dan Ackerman said. “It stops some of the most high level scalping but you’re never going to stop people who want to come in, buy a couple individual tickets, or hire a lot of people to do that for them.”
He addes the verification process also adds a layer of complexity for the fan who has to know about the verified process in advance.
“So instead of just getting tickets on a whip you have to have this whole plan setup and schedule and put everything in your calendar,” Ackerman said. “I think it makes it more difficult for fans even though it’s trying to stop the scalpers.”
But the idea is that true fans will know in advance about the verification process. The Boss tweeted Wednesday that the performance dates have been extended. The show was originally scheduled to play through Nov. 26, but has been extended to Feb. 3.
“Springsteen on Broadway” begins previews Oct. 3 ahead of an Oct. 12 opening at the intimate 960-seat Walter Kerr Theatre on 48th Street.
Additional tickets will go on sale next week and yes, you must register on verified fan.
Ticketmaster is using this method for other hot tickets such as Taylor Swift and Hamilton.
Springsteen will perform five shows a week.
(© Copyright 2017 CBS Broadcasting Inc. All Rights Reserved. The Associated Press contributed to this report.)