How the Curtain Up! Outdoor Experience Will Celebrate Broadway’s Big Comeback

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Backed by Playbill, the Broadway League and Times Square Alliance, the three-day event will feature big names from the stage, panels, sing-a-longs and an AR experience to help lure tourists and regulars back to the theater district.

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. It also saw the iconic TKTS Discount Ticket Booth, tucked under the red steps on Broadway and 47th St., once again offering same-day discount tickets to matinee and evening performances and next-day matinee performance tickets to both Broadway and Off Broadway productions.

COVID protocols in place, the weekend will kick off on Friday, Sept. 17 at 12 p.m., with hosts Norm Lewis and Michael Urie, alongside speakers from the event’s partners Playbill, The Broadway League and Times Square Alliance.

“I have a special place in my heart for both ¡Viva! Broadway and the Jimmys,” said St. Martin. “We have many programs — audience development, workforce development, and audience engagement. But all of them are rooted in making Broadway more accessible.” The Playbill pop-up store, sponsored by the Reinnasance Hotel, will offer t-shirts, mugs and other collectibles while the Lexus-backed interactive experience “Road Back to Broadway” will let fans walk along as they view playbills from various shows throughout the years.

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