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ICYMI

In Case You Missed It

Each week we put together a collection of stories we think are worth a read. And now, in case you missed them ...With the success of Orange Is the New Black, prison and prison-themed entertainment is a hot topic. Over on HowlRound.com, Jonathan Mandell discusses a new kind of live entertainment production that aims to show the true prison experience.Gone are the days when fans camped out for days to snag tickets to their favorite band's concert, but Goldstar...

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Marketing

Why Do You Care If You Sell Out or Not?

For this series, we’ve reached into the vault to share a few pieces that are still relevant today.There’s a phenomenon in live entertainment marketing that’s fundamentally childish, and yet on some level, just about everyone who markets our products falls victim to it.It’s the desire to “sell out.”I put “sell out” in quotes because everyone who markets live entertainment professionally understands that this term can be defined in all kinds of ways and manipulated in even more ways.There was...

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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

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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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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Customer Service

The Ticket Business Baffles Customers

I have talked about the Convenience Gap faced by our industry before, and how important it is to combat it by avoiding increased friction in getting people to shows and events.But when I see stories like this one, I’m reminded that it’s not just the logistics of going to an event that stump people. It’s the buying process too.The gist of the story is that people don’t know how to buy tickets to “concerts.” (You know it’s local media...

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ICYMI

In Case You Missed It

Each week we gather up stories we think are worth a read. And now, in case you missed them ...Is your venue sending the right message? Goldstar CEO Jim McCarthy explains how important it is for theaters and other live entertainment venues to be clear on what they're presenting.James Cameron + Avatar + Cirque du Soleil = A live show everyone will be talking about. Variety has the full story.Disney made the news with their ticket price increases and...

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News

Broadway’s Making Bank

The 2013-2014 Broadway season has just ended and the numbers are looking great. Broadway.com is reporting that shows grossed $1.27 billion during the period and total attendances reached 12.21 million. The reason for the more than 11 percent increase in grosses? A combination of more running weeks (the previous season was impacted by Hurricane Sandy), big shows like Aladdin and Les Miserables and big stars like Daniel Craig, Neil Patrick Harris and Denzel Washington.For the rest of the good...

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