With TodayTix Presents, TodayTix is starting to produce its own live shows

The mobile ticketing application TodayTix is ​​being incorporated into the entertainment production business with the launch of a new program called TodayTix Presents.

While TodayTix is ​​sometimes described as the mobile version of the TKTS booth, where it can pick up the latest In the case of tickets to the Broadway shows, CEO Brian Fenty said he sees the true competitors of the service as "Whatever you can do with your night, off work, that's Netflix and Orange is the New Black, that's post-season baseball, that's a margarita pitcher."

At the same time, Fenty said that after generating a total of $ 250 million in sales and 4.6 million customers, the company has built a lot of data on the cultural interests of the people. So with that in mind, it made sense that TodayTix followed in the footsteps of Netflix with "the same spirit they had, to develop and encourage programming and content that is intimately connected with what users and what customers want to see" .

does not mean that TodayTix will produce spectacular Broadway productions. Instead, Fenty pointed to TodayTix Live's concert in Brooklyn last month as the first of these shows.

That concert, which celebrated the fifth anniversary of TodayTix and was presented by Darren Criss, featured (mostly) Broadway stars such as Matthew Morrison and

Fenty said future TodayTix Live events will not follow exactly the same format , but the idea is to continue presenting popular artists in intimate settings, compared with "MTV Unplugged". "In fact, he suggested that with 300 attendees, last month's concert was as big as these shows.

And because they are unique and unique events, Fenty said they are not competitive with the great shows that TodayTix works with.

"[Our partners] is doing high-development, high-budget and highly-developed shows that take years to develop and are fully baked," he said. "Actually, TodayTix Presents is supposed to be a work in progress, a way intimate to see an artist. "

TodayTix already has plans for another event in New York City in November, and then two in December, Fenty said" the cadence should be approximately a few events per quarter to start " , and that there will be shows in the 13 markets of the service.