Nine Inch Nails has been doing that, albeit only for a certain portion of the tickets. You have to sign up on their web site (doesn’t cost anything); this gets you early access to tickets, and purchases are limited (sometimes 2, sometimes 4 tickets). The tickets have your name on them, so anybody going with you to the show needs to be with you in line. There’s a separate entrance at the show, and you get early entry (no big deal if you have seats, but really cool if you’re on the floor). Not sure how well this would translate to a Broadway show, though.
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