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ICYMI

In Case You Missed It

Each week we gather up a few stories worth a read (or second read). And now, in case you missed them …• February of this year marked the 100th anniversary of Charlie Chaplin’s film debut in Making a Living. In this A.V. Club post, read about the life and work of a man who reporter Ignatiy Vishnevetsky calls, "the closest thing the 20th century produced to a universal cultural touchstone."• This week, the Tony Awards Administration Committee announced its decision to...

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Pricing

Should Your Pricing Leave Money on the Table?

If your ticket prices are getting the very last dime of value from the marketplace, I believe you’ve gone too far.In the world of pure reason, in which economists and undoubtedly some of my business school economics professors live or at least vacation, the statement that I just made is irrational. There’s no reason not to charge what the market will bear, they’ll say.And you know what? They’re right! Mostly.I’ve talked about how people actually sometimes like to pay...

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Pricing

Pricing Fundamentalism

Pricing Fundamentalism is the belief that the first price an organization puts on its tickets is holy among all things; that lowering it “devalues” the work and raising it is “greedy.”And that if only your Pumpkin Patch is sincere enough, your first guess at the proper price for every section of every show of your event will be the one that works best to get people in the door, drive revenue and make your patrons happy.This may not have...

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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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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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Pricing

Ticket Buyers Don’t Care About Your Costs

That sounds a little harsh, but it’s essentially true. When it comes time to evaluate what they are willing to pay to see your show, ticket buyers do not care what you are spending to create that show.Cost is your problem. Price is theirs.This is a confusing subject for people, and my goal here is to help more live entertainment and arts marketers face reality as it is on the subject of price and costs. When someone produces an...

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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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ICYMI

In Case You Missed It

Each week we gather up a few stories worth a read (or second read). And now, in case you missed them ...TV and Broadway producers Amy Sherman-Palladino and Dan Palladino sat down with Vulture's Denise Martin to give insight into their play Violet and the demise of Bunheads.Even if you're extremely careful with your ticket pricing you may be setting yourself up for failure just by doing the wrong math. Goldstar CEO Jim McCarthy shares why thinking in terms...

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Pricing

The Perils of a “Break-Even” Price

If you’re not careful about the way you evaluate the price at which you need to sell tickets in order to break even, you could be setting yourself up for some big losses.Here’s how a "break-even" price gets established a lot of the time: somebody, somewhere takes the total cost of delivering a show and divides it by the number of tickets they believe, based on experience, intuition data or whatever, they will likely sell.For example, the total costs...

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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.

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