Jujamcyn Theaters has switched its ticketing partner to SeatGeek.

Jujamcyn announced a multi-year deal Friday to use SeatGeek in its five theaters, rather than its former partner, Ticketmaster. This is the first Broadway theater owner to use the SeatGeek platform. 

On SeatGeek, ticket buyers will be able to order concessions, purchase upgrades and receive information about the show. The platform also helps Jujamcyn and its existing shows —  “Hadestown,” “Moulin Rouge!” and “The Book of Mormon,” better understand ticketing demand, according to the press release. 

When theater returns, Jujamcyn said it would utilize some of the features of SeatGeek Adapt, a new program which allows venues to map out socially distanced seating, set staggered and contactless entries and view projections on demand for live theater or other live events. 

“As our industry looks to emerge from this period of prolonged darkness, we are all deeply focused on safely bringing our community back to work and our audiences back to the particular kind of joy that only the live theater can deliver,” said Jordan Roth, president and owner of Jujamcyn Theaters. “For us, this means leaving no tool unused and no innovation untested in our never-ending mission to enrich the theatergoing experience from start to finish.”

Though SeatGeek largely works with sporting events, the ticketing company is the platform used at LW Theatres on the West End. 

The New York Times first reported news of the deal.