True Tickets to Redefine the Audience Experience at American Repertory Theater

True Tickets to Redefine the Audience Experience in Cambridge at American Repertory Theater

BOSTON, MA (June 2, 2026) –True Tickets announced today that it is now providing its secure digital ticket delivery service to the American Repertory Theater, a Tony Award-winning leader in groundbreaking theatrical work. The service will provide A.R.T.’s patrons with a more seamless, flexible, and accessible experience.

Beginning with Black Swan this month, A.R.T. audiences will benefit from a modernized digital ticketing experience designed to make ticket access, sharing, and entry more intuitive from purchase through performance. Powered by a deep Tessitura integration, the True Tickets service will also give A.R.T. greater visibility and control across the full ticket lifecycle while supporting a more connected relationship between the theater and its audiences.

How True Tickets services improve the patron experience and A.R.T.’s audience data

• Seamless, accessible entry through password-less mobile wallet access for every audience member.
• Protection against fraud with dynamic QR codes, eliminating invalid or duplicate tickets at the door.
• Deeper engagement with custom content blocks for pre-show reminders, directions, accessibility updates, and other timely communications.
• Greater control across the full ticket lifecycle, including secure ticket delivery, ticket sharing, in-ticket audience engagement, and entry within a single connected system.
• Actionable audience insights through a deep Tessitura integration that records ticket delivery, sharing, interactions, and attendance activity to help A.R.T. better understand, engage, and grow its audience.

“As a Boston-based company, partnering with American Repertory Theater is both professionally and personally meaningful,” said Matt Zarracina, Co-Founder & CEO of True Tickets. “A.R.T. is a global leader in theatrical innovation, and I’m proud that True Tickets will facilitate a more modern, connected, and audience-centered patron experience that will also unlock new audience insights to help it deepen relationships with audience members.”

About True Tickets

True Tickets is a secure contactless digital ticket service that puts venues and event organizers in control of their tickets and in communication with their true audience. To date, True Tickets has delivered 29.6 million digital tickets worth $2 billion USD and enabled 4.1 million secure shares across 100+ arts organizations worldwide. Available to Tessitura Network members, True Tickets' business-to-business solution seamlessly integrates with primary ticketing systems, empowering its partners to leverage the advantages of digital-native tickets to ensure extraordinary live experiences for their guests. With True Tickets, ticket issuers can set rules and track ticket custody, limit the excesses of the secondary market, and restore direct relationships between their audiences and the live events they love. Learn more at True-Tickets.com, where you can book a demo or follow True Tickets on Twitter or LinkedIn for updates.

Media Inquiries:

True Tickets

Crystal Henderson

crystal@thepresshouse.com