Every Broadway show has an exclusive official ticketing contract. You must use the specific site linked from the show's official website to "buy direct." The three main platforms are:
Buying direct doesn't always mean paying full price. Official channels offer: how to buy broadway tickets directly
Buy Your BROADWAY Tickets Now From the Authentic NYC Site - 100% Ticket Guarantee Why you're seeing this ad unit Every Broadway show has an exclusive official ticketing
Manages Nederlander and Disney-owned theaters. SeatGeek: The official partner for Jujamcyn Theaters. Step-by-Step Direct Purchase how to buy broadway tickets directly
I can find the exact official link for you so you don't get overcharged.
Type the name of the musical or play into your browser (e.g., WickedTheMusical.com ).
Visit the box office right when it opens for same-day discounted seats.