Ticket sales system for cultural institutions in Moscow

History

2024: Project Launch

In early December 2024, the Moscow Department of Culture launched a pilot project for a new ticket sales system in cultural institutions of the capital. Full-scale implementation of the technology is scheduled for March 15, 2025.

According to Vedomosti, the volume of the shadow ticket resale market in Moscow reaches ₽100 million per year, which is 0.02% of the legal entertainment market. According to Mikhail Shurygin, chairman of the Association of Concert, Theater and Ticket Organizations, the share of resellers at popular events can reach 15%.

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According to the new rules, spectators will have to present documents twice - when buying a ticket and when entering the event. The system accepts passports, driver's licenses, Muscovite social cards, student tickets and pension certificates.

According to MTS Live, the legal entertainment market in the capital by the end of 2024 reached ₽53 billion with 39 million tickets sold. Marina Shipova, director of the OKS Labs consulting company, predicts an increase in indicators to ₽62 billion and 49.6 million tickets, respectively.

The editor-in-chief of the InterMedia news agency Yevgeny Safronov proposes to consider the possibility of partially legalizing the resale of tickets through an exchange or auction model at specialized sites. This approach is already being tested by the Bolshoi Theater when selling tickets for the Nutcracker ballet.

Elena Glukhovskaya, General Director of the Kassir.ru Group of Companies, emphasizes the need for an integrated approach, including blocking reseller sites through Roskomnadzor and introducing protection systems against automated purchases.

The Department of Culture is considering the possibility of using online identification formats through the MosID system and QR codes to simplify the procedure for checking documents. The decision to scale the project will be made after assessing its effectiveness in pilot institutions.^[1]

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