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Metallica Goes Paperless With Ticketmaster In Canada

WINNIPEG, Manitoba (CelebrityAccess MediaWire) – Ticketmaster announced April 2, that they will launch their Paperless Ticket technology with Metallica's October 12th concert at MTS Centre in Winnipeg, Manitoba beginning Saturday, April 4th, when tickets go on sale for the band's October 12th concert at the venue. MTS Centre will be the first venue in Canada equipped to seamlessly validate Ticketmaster's non-transferable, paperless tickets. The technology creates an electronic ticket on the buyer's credit card, up until their time of entry to the venue, and will be a delivery choice for 20% percent of fans who purchase tickets to Metallica's October 12th concert. These fans will present their credit card at MTS Centre's entry gates, along with a valid photo ID, to receive immediate access and a receipt to the event.

"Ticketmaster's Paperless Ticket initiative is a great way to ensure that tickets get into fans' hands directly and securely," said Tom Worrall, Ticketmaster Canada's Chief Operating Officer. "This technology provides fans with better access to and the live entertainment industry with more control over their tickets. I salute MTS Centre for leading the way and for taking this bold step for Manitoba concert fans."

Ticketmaster's Paperless Ticket technology was originally developed and launched last summer in response to fan and client requests for a non-transferable ticketing option that provides enhanced convenience and security in one simple transaction. Paperless Ticket was first employed for Tom Waits' 2008 "Glitter and Doom" tour; then, in September 2008, more than 18,000 fans attending Metallica's concert at the 02 Arena in London were scanned in using Paperless Ticket. AC/DC's late-2008 tour also used Paperless Ticket for up to 3,000 seats each night, helping to ensure fan club members and fans purchasing designated seats were able to secure their tickets at face value.

"True North Sports & Entertainment Limited has long been concerned about the issue surrounding the unauthorized re-sale marketplace," said Kevin Donnelly, Senior Vice-President & General Manager, MTS Centre. "We are very pleased to be working with Ticketmaster to provide a permanent solution to controlling our own seating inventory at MTS Centre and the Paperless Ticket is the best option available to reaching those goals." –by CelebrityAccess Staff Writers