M. BUTTERFLY sought to enhance student access to the production across the NY DMA. An additional matinee performance was added and in response, AKA worked with the production to craft an exclusive promotion for 100 prime seats at $25 exclusively reserved for students to purchase in-person at the box office—with a bonus incentive for an intimate post-show talk back with Tony-winning playwright, David Henry Hwang.
The promotion was launched via our proprietary student network of colleges and universities in the tri-state area with exceptional results, exceeding initial benchmarks by more than 200%. A huge line formed around the block on the day of the performance with both students eager to secure their seats and additional walk up attendees. Over 70% of the entire audience participated in the talk back, and the feedback for the experience was overwhelmingly positive.