(Photo: Joan Marcus)

Creative Goods Merchandise has launched a new program allowing theatergoers to purchase merchandise from their seats.

Patrons can purchase items by scanning a QR code, which will appear on signs around the theater, and placing the order on their mobile devices. The merchandise will then be available to pick up in the theater after the show. 

The Curtain Collect program is currently in place at “Waitress” and expected to launch at “Hamilton” and “Tina” this week. “Company,” “Dear Evan Hansen,” “Jagged Little Pill,” “Mrs. Doubtfire” and “MJ The Musical” will have the program available as the shows reopen. 

The QR codes are meant to cut down on congestion around the merchandise booth in the lobby, which is now of particular concern due to COVID-19. The idea came about as Pete Milano, owner of Creative Goods, and his team saw how many brick-and-mortar retailers pivoted to curbside pickup during the pandemic. 

While Milano expects said he believes physical merchandise booths will still exist within many theaters — and some buyers may continue to choose that experience — his company expects overall consumer behaviors to evolve over time. 

“We’re excited to bring this new tech in and see how it works,” Milano said.