In a recent blog post, we presented information from our survey of Telecharge customers on curtain time preferences and the impact on purchase behavior. Our survey suggested that many customers (especially locals) prefer a 7pm curtain time, allowing them to get home earlier on a weeknight.
That’s been great for Tuesday nights, but what about Wednesdays? Since Wednesdays are typically a big “turnover day” for tourists, moving Wednesday evening performances to 7pm could help bring in more locals.
The problem? Shows with longer running times can’t schedule both 2pm matinees and earlier evening performances. But what if we could move some Wednesday matinees earlier to accommodate more 7pm curtains?
In our survey, we also asked Telecharge customers who had attended Wednesday matinees about their willingness to go to an earlier matinee. Of the 2,731 respondents, a large majority said that they would be willing to see an earlier matinee.
Would you see a matinee if the show was at 1:30pm instead of 2:00pm?
- NYC 76% yes
- Suburbs 85% yes
- Out of Town 90% yes
- Overall Response 85% yes
- NYC 68% yes
- Suburbs 75% yes
- Out of Town 78% yes
- Overall Response 75% yes
And 1:30 weekday curtains are not without precedent. Cinderella and Spider-man both did a number of 1:30 curtains.
For shows that want to move to a 7pm curtain but are constrained by running time, an earlier Wednesday matinee may be an idea worth researching (especially with groups including schools and bus companies). The show could reap the benefit of getting more out-of-town ticket buyers for the matinee AND more locals willing to see a 7pm evening performance.