As consumers become more comfortable with voice commerce, "The Phantom of the Opera" aims to give Broadway audiences another way to connect with the show through their smart speakers and other Alexa-powered devices. Only about one out of five consumers have shopped using a voice assistant, according to a study by digital commerce firm Sumo Heavy, suggesting that this type of skill is still in the early stage of adoption. The musical "Wicked" last summer worked with the company on a chatbot that boosted ROI by 700% and sold tickets for 20% higher than the weekly average. Amazon had an installed base of 76 million smart speakers in the U.S. earlier this year, per Consumer Intelligence Research Partners data cited by MarketingLand, giving marketers potentially broad reach on the platform. Alexa supports 100,000 skills, as apps for the platform are known, indicating that many companies are supporting the company's voice-powered technology.