Concert-goers may be asked to prove they've received a Covid-19 vaccine before returning to gigs and live sports events.
Ticketmaster says it has been working on its post-pandemic plans for fan safety, which could include using people's smart phones to check their immunity.
If the proposals go ahead, fans would either be asked to show evidence that they've received a vaccine, or be able to show a recent negative test result.
With the news that Pfizer's vaccine has been declared 90 per cent effective, and could be rolled out across the UK by Christmas, there is a glimmer of hope on the horizon for the live events industry.
Music arenas and sporting stadiums have been largely locked down since March, with no signs of getting back to normal at present.
Only a handful of theatres and gig venues have been able to reopen, with most productions too expensive to run with reduced, socially-distanced audience numbers.
Ticketmaster's proposal is in the early planning stages, but is expected to involve three components - the Ticketmaster ticket app, third-party health information firms, and vaccine distribution companies.
The ticketing giant would not store or access people's medical records, and would only receive verification that the ticket-holder was cleared to attend their event.
How would you feel about proving your immunity before a gig? Let us know in the comments below.
It could see people turned away from venues if they aren't given the health clearance to attend.
People would either need to have evidence of a vaccination, or have received a negative test result within a 24-to-72-hour window.
Ticketmaster president Mark Yovich has predicted a spike in demand for a Covid-19 technology sector, with similar systems to his proposal adopted by airlines, workplaces and the leisure sector.
Speaking to Billboard, he said: "We’re already seeing many third-party health care providers prepare to handle the vetting - whether that is getting a vaccine, taking a test, or other methods of review and approval - which could then be linked via a digital ticket so everyone entering the event is verified.
"Ticketmaster’s goal is to provide enough flexibility and options that venues and fans have multiple paths to return to events, and is working to create integrations to our API and leading digital ticketing technology as we will look to tap into the top solutions based on what’s green-lit by officials and desired by clients."
