Ticketmaster is taking on the world of paperless ticketing with the introduction of a new service that eliminates a need for will call.
The company’s Paperless Ticket service will allow fans who previously purchased tickets online or by phone to enter a concert by showing a valid photo ID and presenting a credit card to venue door staff for swiping.
TM’s announcement coincides with Tom Waits’ upcoming Glitter and Doom tour, which will use the paperless service exclusively.
"Ticketmaster continues to evolve the services we offer to our clients, artists and fans," VP David Goldberg said in a statement. "Paperless Ticket is the next big leap in that effort. It’s only fitting that we launch a program like this with an artist like Tom Waits who always looks to provide a great experience for his fans."
Additionally, the company plans to introduce the service in major markets and venues in the near future.
"Over the course of the next 12-18 months Ticketmaster will be installing Paperless Ticket capabilities at major venues across the United States, North America, and ultimately the globe," Goldberg said.
Paperless ticketing may be a first for Ticketmaster, but the technology has been in use for some time by other companies. After the NBA’s Cleveland Cavaliers introduced a paperless secondary ticketing system called Flash Seats last year, the team ended up in a court battle with Ticketmaster over the use of the service and whether it violated a standing primary ticketing contract between the two.