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How to Do Pay-What-You-Want Better

Live entertainment and arts organizations sometimes do “pay-what-you-want” performances, where ticket buyers can decide how much (if anything) they want to pay to see a show.As a marketer and someone who knows a lot about the industry, I’ve never been a big fan of this tactic. Most of the time, it’s either a cop-out on the question of actually figuring out pricing to achieve the organization’s goals, or it’s a half-assed attempt to create “accessibility,” which can be better...

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Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right. We’ve added the ranking of each show if it were done by average tickets sold rather than revenue per seat. You can see that there are some meaningful differences between what looks good through each of these two lenses:* ATP = Average Ticket PriceRevenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal,...

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Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right. We’ve added the ranking of each show if it were done by average tickets sold rather than revenue per seat. You can see that there are some meaningful differences between what looks good through each of these two lenses:* ATP = Average Ticket PriceRevenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal,...

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Pricing

Tickets Are More Valuable When People Have Options

Imagine that you were considering buying a car for $25,000. It’s a car you like, and the payment fits your budget. You’re about to sign the paperwork when you notice a little provision at the bottom that says, “I hereby agree that I may not sell this car to a third party at any time.”In other words, you own this car 'til the wheels come off or blue smoke starts rising from the engine while you’re going down the...

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Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right. We’ve added the ranking of each show if it were done by average tickets sold rather than revenue per seat. You can see that there are some meaningful differences between what looks good through each of these two lenses:* ATP = Average Ticket PriceRevenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal,...

Read More

Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right. We’ve added the ranking of each show if it were done by average tickets sold rather than revenue per seat. You can see that there are some meaningful differences between what looks good through each of these two lenses:* ATP = Average Ticket PriceRevenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal,...

Read More

Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right. We’ve added the ranking of each show if it were done by average tickets sold rather than revenue per seat. You can see that there are some meaningful differences between what looks good through each of these two lenses:Revenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal, where Gross Sales reflects the...

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Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right. We've added the ranking of each show if it were done by average tickets sold rather than revenue per seat. You can see that there are some meaningful differences between what looks good through each of these two lenses:Revenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal, where Gross Sales reflects the...

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Pricing

Is “Free” a Dirty Word in Theater?

There's a saying that "you get what you pay for," meaning more money equals a better product. But of course, that isn't always the case. For example, you can get Moby Dick delivered to your Kindle for free via Amazon, but a copy of Dollhouse: A Novel by Kim Kardashian will set you back $9.78.Does the adage hold up for live entertainment? Lyn Gardner at The Guardian contends that it doesn't. She's concerned that people are foregoing free theater...

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Pricing

This Week’s Top 10 Broadway Shows, as Sorted By Revenue Per Seat

Here are the top 10 Broadway shows last week, ranked by Revenue Per Seat, and with grosses to the right:Revenue Per Seat reflects the efficiency of a show’s marketing and the strength of its appeal, where Gross Sales reflects the effectiveness of the show as a money-making entity. Both are important to understand. To see how this compares to last week, click here.

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