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What is Papering? An Introductory Guide to Complimentary Theater Tickets

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Published on: Oct 7, 2024
By: Lindsey Melrost
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One of the biggest challenges for theaters has always been filling seats. Over time that challenge has only increased with the rising cost of tickets – a result of skyrocketing production costs – and changing audience patterns. This past season, the average Broadway ticket price reached an all-time high of $128. Decent seats for popular musicals run from around $200 - $300, and celebrity actors (Daniel Radcliffe in Merrily We Roll Along or Eddie Redmayne in Cabaret) can drive prices above $400. Even Off-Broadway pricing isn’t much lower these days, with ticket prices coming in around $50 - $100 at the major theaters.

When combined with the current cost of living crisis in the United States, it’s no surprise theater has crossed the line from expensive to unaffordable. For people who want to see theater in New York regularly, and not just once or twice a year, the only option is to be savvy about finding discounts.

Papering is one of the lesser-known methods for getting (nearly) free theater tickets. Read on to learn more about it, and whether it might be a good option for you.

What is Papering?

“Papering” or “papering the house” is a longstanding practice where theaters give out free tickets when they need to fill seats. This can be common for press performances, when producers want to give critics a good impression and avoid the look of a half-empty house. Theaters may also do this when a show isn’t selling well, and they want to boost word-of-mouth recommendations. Additionally, papering can be a good option for smaller or new theaters who are looking to build their audience.

What are papering services?

There are a handful of papering agencies in New York that theaters engage with when they need to fill seats. You can purchase a membership to one or more of these services if you want access to free tickets. While the tickets themselves are free, you will typically pay a nonrefundable reservation fee (around $4 or $5) per ticket in addition to the yearly fee you pay for the membership. The reservation fee helps discourage people from taking tickets to shows without a real commitment to attending them.

What shows do papering services offer tickets to?

Popular shows don’t need seat fillers, so you shouldn’t expect to find tickets to in-demand shows. Especially post-pandemic, Broadway listings are slim. Even when Broadway shows aren’t selling well, many producers prefer to avoid using papering services, since it can be taken as an admission that the show is in trouble. Instead, they might opt to offer complimentary tickets more discreetly to friends and family, paper via their own distribution lists, or even do giveaways to nonprofits or companies.

The majority of listings you’ll see on the papering agency sites are for Off and Off-Off Broadway, as well as concerts and other events.

Do papering services only provide tickets for bad shows?

Not at all! It isn’t uncommon for shows to have difficulty finding their audiences, regardless of the quality of the production. Many shows that are well reviewed, and even go on to win awards, have runs that don’t sell well. Ticket sales are influenced by a variety of external factors including marketing, timing, competition, and more.

The best papering audiences are adventurous; they’re up for seeing shows they wouldn’t necessarily have chosen to purchase tickets for and are willing to gamble on the possibility of seeing something great before it takes off. Of course there will be shows that aren’t up to scratch, but the stakes are low when the tickets are (mostly) free.

What are the most popular papering services?

A few agencies have folded since the pandemic, but here’s a list of those that have survived, along with some pros and cons:

Play By Play

Play-By-Play

Membership: $99/year (receive 2 tickets to each show) or $198/year (receive 4 tickets to each show)

Reservation fee per ticket: $4.50

Penalty fees: Arriving late for the performance: $10. Cancellations within 24 hours of the event: $10. No-shows: $20 and membership may be revoked.

Pros: The consensus seems to be that Play-By-Play and Theater Extras have the most Broadway listings* and the best selection of shows and events in general.

Cons: The membership fee is expensive with a 1-year minimum subscription. This agency seems to have the strictest rules for its members, including late arrival penalties and dress codes. Users report that you need to add money to a debit account on the website, which your fees are drawn from as opposed to paying by card per transaction. Some users have complained that these days Play-By-Play offers more discounts than complimentary tickets.

*Users report that since the pandemic the Broadway listings have been few and far between.

Check out Play By Play
Theater Extras

Theater Extras

Membership: $99/year (receive 2 tickets to each show) or $175/year (receive 4 tickets to each show)

Reservation fee per ticket: $5

Penalty fees: Cancellation within 7 hours of the event: $15. Cancellation within 3 hours of the event: $20. No-shows: $25 and membership may be revoked.

Pros: The consensus seems to be that Play-By-Play and Theater Extras have the most Broadway listings* and the best selection of shows and events in general. If you want the larger membership (4 tickets to each performance) Theater Extras is less expensive than Play-By-Play.

Cons: The membership fee is expensive with a 1-year minimum subscription. Cancellation fees are slightly higher than Play-By-Play.

*Users report that since the pandemic the Broadway listings have been few and far between.

Check Out Theater Extras
TheaterMania Gold

TheaterMania Gold

Membership: $79.99/year or $9.99/month

Reservation fee per ticket: $5

Penalties: No-shows “could result in the revocation of membership privileges without refund and may also result in a cancellation fee consistent with the value of the tickets reserved.”

Pros: Less expensive membership, with the option to join for one month at a time.

Cons: Users report fewer Broadway listings, and fewer theater listings in general, than Play-By-Play or Theater Extras.

Check out TheaterMania Gold
Will Call Club

Will Call Club

Membership: $20/year (receive 2 tickets to each show), $30/year (receive 4 tickets to each show), $50/year (receive 6 tickets to each show, exclusive offers, and text alerts when new shows are listed)

Reservation fee per ticket: $5

Penalties: No-shows or failure to use all tickets may result in the cancelation of membership, without refund.

Pros: Least expensive of the papering services. No cancellation or late fees.

Cons: Users report that since the pandemic Will Call Club does not reliably offer Broadway shows.

Check Out Will Call Club
StageLight Magazine

StageLight Magazine

Memberships: $25/year (entry level), $95/year (premium level)

Reservation fee per ticket: $5

Penalties: No-shows may result in the cancellation of membership, without refund.

Pros: While this is a smaller, lesser-known papering service, some users report better theater listings from StageLight than from the bigger agencies.

Cons: May have fewer overall listings than the larger agencies.

Check Out StageLight Magazine

Should I join a papering service?

If Broadway shows are your main interest, we would not recommend joining a papering service. Especially since the pandemic, users are reporting the membership is not worthwhile for those looking for Broadway tickets, even for unpopular Broadway shows.

If you’re interested in Off and Off-Off Broadway, as well as other live performances and events around New York City, then joining a papering service could be a good option. The best seat fillers are people who are up for new experiences, and don’t mind taking a gamble on shows that aren’t popular.

Seat fillers must be reliable – the point is to fill the seat! If you find you’re typically late to events, or need to cancel plans last minute, then joining a papering service may not be right for you. You could end up paying penalty fees or having your membership revoked if you’re not on time (they ask you to be there 30 minutes before curtain) or don’t show up for performances.

A few things to be aware of when joining a papering service:

  • You are not able to choose your seats.

  • You’ll find offers for discounted tickets, not just comps.

  • Read the fine print: There can be hidden fees, for example food or drink minimum spend, at certain events.

  • Google the event before reserving tickets: There can be high school or other amateur performances which the listing doesn’t immediately make apparent.

  • Check the location: There will be tristate area events in addition to NYC.

Papering Etiquette

Discretion is key when it comes to papering. Each papering agency states in its terms and conditions that its members are prohibited from disclosing that they received a free ticket. They should not talk about it in the theater or post about it online. People who do so will have their membership revoked. When producers use a papering service, they want to keep it under the radar. If word gets out that a show is papering, it means the show has low ticket sales and is struggling.

As a seat filler, it’s crucial that you show up to the event on time, that you remain for the full performance, and that you’re well-behaved. If theaters find seat fillers unreliable or disruptive they will not use the papering service again.

You can’t choose your seats, and complaining to the box office about your seat location could result in your membership being revoked.

It’s expected that you’re appreciative of the complimentary ticket. If you enjoyed the show, spread the word! If not, it’s against papering etiquette to talk negatively about the performance at the theater or post negative reactions on social media afterward.

How can I get discounted Broadway tickets?

While free Broadway tickets are hard to come by, there are plenty of ways to get significant discounts.

Rush and Lottery

Rush and lottery tickets are often available for even the most popular Broadway musicals and plays.

Virtual: Download the TodayTix app for access to Rush and lottery tickets. You can snag Rush tickets on the app at 9am the same day of the performance for around $35 - $50 per ticket. You can also enter ticket lotteries for performances the following week. You can enter Harry Potter’s Friday 40 via TodayTix. Telecharge also offers Rush and lottery tickets. The listings change daily, so check the site regularly.

In-Person: Most theaters also offer in-person Rush tickets (around $35 - $45 per ticket) at the box office. The Broadway box offices open at 10am, but be aware that Rush tickets are very limited, and for popular shows people will start lining up early in the morning to get them. For less popular shows it can be possible to purchase Rush tickets if you arrive at the box office at 10, or occasionally even later.

TKTS

Head to the TKTS booth either in Times Square (47th Street and Broadway) or at the Lincoln Center (62nd Street and Broadway, lesser known and less crowded!) to purchase same-day tickets at significant discounts. The booths open at 11am for matinee tickets and again at 3pm for evening shows. Be aware that people will line up before opening time.

TDF

If you’re a student, teacher, union member, retiree, nonprofit worker, government employee, artist or arts professional, clergy member, freelancer or self-employed, individual on federal disability, or under 30 years old, you can buy a membership to TDF for $42/year. TDF offers significant discounts on shows, with many Broadway listings, at anywhere from $11 - $60 per ticket. Broadway tickets usually cost around $40 - $50.

Roundabout-Theatre-Company

Youth Discounts

40 and Under: Join Roundabout Theatre’s Hiptix program for $30 tickets (not including fees).

35 and Under: Sign up for MTC’s 30 under 35 email list for $30 tickets (not including fees), and join Lincoln Center Theater’s LincTix program for $32 - $35.50 tickets (not including fees).

30 and Under: Take advantage of Second Stage’s 30 under 30 offer for $30 tickets (not including fees).

Students of all ages can sometimes get special discounts to Broadway and off-Broadway shows. Check out our article on student discounts for more information. 

Broadway Shows on Now

Looking to buy theater tickets to a Broadway performance in New York City right now? Check out our article on the Top Broadway Shows playing today! Or check out our NYC Broadway Week article and Discount Broadway Tickets article for more information about what times of year you can get 2-for-1 theatre tickets and other ways to save!

Lindsey Melrost

Lindsey Melrost
Contributing Writer

Lindsey Melrost has recently relocated to New York after seven years working in entertainment in London. She worked in TV development at BBC Studios broadcaster UKTV, and is a former Olivier Awards panelist. She is excited to transfer her passion for theater from the West End to Broadway.


Education: Tulane University, Master of Arts (M.A.), English Language and Literature
Knowledge: Theater, Literary, Production

Published

Oct 7, 2024

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