 Similarly, Family First Nights introduce economically at-risk families to Broadway productions in New York as well as around the country through subsidized tickets.In 2012, the League launched a new audience development program named Viva Broadway, which focuses on Hispanic communities around the country.Working with Hispanic media outlets, Viva Broadway aims to promote Broadway to Hispanic families, proposing theatergoing experiences that fit their lifestyles and cultural traditions to engage in family activities involving multiple generations.