Ticketmaster, that ogre-like middleman who guards the bridge between between concert promoters and music fans, has already made a fortune charging customers for doing the work of cashiers. However, the company may be on the verge of earning its first honest dollar by implementing a ticket-less system that would deter scalpers.
After buying a ticket online, concert-goers must present the credit card they used for the purchase and a government ID in order to enter. Basically, the will call office will get replaced by a door guy who swipes your card and checks your ID.
By providing its first actual service to consumers, Ticketmastershould make it harder for scalpers to profit — and for friends totransfer their tickets to each other if they can’t attend a show dueto unforeseen circumstances.
Tom Waits’ "Glitter and Doom" Tour is the first to use the new system. Ticketmaster plans to launchthe service throughout North America over the next 12-18 months, andultimately wants to roll it out toworldwide venues.
"No tickets will ever exchange hands," according to Ticketmaster, and right they are! We have yet to hear about any sort ofhand-exchanging ticket (next time can I be a lefty?). However, it couldalso be true that "no tickets will ever change hands" using the system.
"With ‘Paperless Ticket’ there is no waiting in will call lines," said executive Ticketmaster VP David Goldberg. "All ittakes is a single swipe of a credit card at the door of the venue and aphoto ID check by door staff that leads to a quick, secure, and simpleway to experience live entertainment."
Ticketmaster’s advertorial video explains more:
Photo: Phil Romans
