Page: 1

How to justify similar ticket prices?

blaxx Profile Photoblaxx Profile Photo
blaxx
Broadway Legend
joined:6/28/05
Broadway Legend
joined:
6/28/05
How to justify similar ticket prices?#1
Posted: 3/8/08 at 7:15pm
A friend of mine had her first Broadway experience recently (Rent and The Lion King). She didn't know of discounts or any way to get cheaper tickets (as many audience members, I'm sure). She paid full price for both shows, orchestra at over $100. She liked them both very much, but she couldn't understand why Rent costs the same as the Disney show.

She wasn't talking about the quality, of course. But I think her point is valid, shouldn't the shows with more expensive production costs charge more than the ones that are obviously cheaper to produce? Has Broadway always been this way, where all musicals seem to have a very similar (if not the same) ticket price?
Listen, I don't take my clothes off for anyone, even if it is "artistic". - JANICE
Updated On: 3/8/08 at 07:15 PM
musicalmaster703 Profile Photomusicalmaster703 Profile Photo
musicalmaster703
Broadway Legend
joined:1/15/08
Broadway Legend
joined:
1/15/08
they always had similar prices.
East Village  Profile PhotoEast Village  Profile Photo
East Village
Featured Actor
joined:9/23/07
Featured Actor
joined:
9/23/07
Its still a fool's market if producers think they're going to recoup.
Updated On: 3/8/08 at 07:26 PM
LePetiteFromage
Broadway Legend
joined:1/19/08
Broadway Legend
joined:
1/19/08
#3
Posted: 3/8/08 at 7:26pm
Updated On: 5/7/09 at 07:26 PM
george95
Broadway Legend
joined:1/1/08
Broadway Legend
joined:
1/1/08
While most musicals on Broadway do charge the same (111.50 or so), the two musicals you mentioned are exceptions. Lion King now charges 121.50 on the weekends, and RENT is 110.00, but until recently the top seats were 95-100.00.
BrianS Profile PhotoBrianS Profile Photo
BrianS
Broadway Star
joined:10/8/07
Broadway Star
joined:
10/8/07
There is nothing to justify. Every producer will charge the highest possible price that they think customers will pay. Broadway is a business. And while there are a lot of shows with the same top ticket price, the more important number to gauge the market value of a show is the average ticket price that also gets reported every week. The average ticket prices of Jersey Boys ($113) and Sunday in the Park with George($55) with both at 95% attendance last week shows what audience members are willing to pay.
If the audience could do better, they'd be up here on stage and I'd be out there watching them. - Ethel Merman
blaxx Profile Photoblaxx Profile Photo
blaxx
Broadway Legend
joined:6/28/05
Broadway Legend
joined:
6/28/05
Still, I understand if someone paid the same amount for a show with amazing production and technnical elements to one with almost none. I understand why (because they can), but I also understand it must be strange for an outsider.
Listen, I don't take my clothes off for anyone, even if it is "artistic". - JANICE
dfwactor
Swing
joined:3/10/08
Swing
joined:
3/10/08
re: How to justify similar ticket prices?#7
Posted: 3/10/08 at 5:02pm
Weekly production costs are only part of a ticket price. Do you think Rent gets a discount on advertisement because its a smaller show? No, the ads cost the same. The general management costs the same. Theatre rent is also part of the costs. Also, royalties - not only to the authors but to the creative team. And even if tickets are priced similarly, Rent is likely to have a number of discounts in the market place and less expensive premium seats. So the average price is a lot cheaper.

Finally, it is perceived value like BrianS says. Charge as much as you can get.
stagescreen Profile Photostagescreen Profile Photo
stagescreen
Leading Actor
joined:11/9/07
Leading Actor
joined:
11/9/07
re: How to justify similar ticket prices?#8
Posted: 3/10/08 at 5:35pm
Market Economy...

<---- You can see the crazy in her eyes. ;-)
lildogs Profile Photolildogs Profile Photo
lildogs
Broadway Legend
joined:4/18/04
Broadway Legend
joined:
4/18/04
re: How to justify similar ticket prices?#9
Posted: 3/10/08 at 5:49pm
You also have to keep in mind that theatre rental, crew minimums and publicity costs are not based on the shows's content.
millie_dillmount Profile Photomillie_dillmount Profile Photo
millie_dillmount
Broadway Legend
joined:4/22/04
Broadway Legend
joined:
4/22/04
re: How to justify similar ticket prices?#10
Posted: 3/10/08 at 5:56pm
How come you didn't guide your friend to discounts, just curious haha.
"We like to snark around here. Sometimes we actually talk about theater...but we try not to let that get in our way." - dramamama611