Theatre Horizon Announces Test of New Ticketing Initiative
Last Summer, Theatre Horizon began a new Summer Concert Series called 42nd and Main. Each year, Theatre Horizon brings together Philadelphia and Broadway stars for a one-night only concert reading. This year, the theatre brings audiences Alex Timbers' raucous musical about America's First Political Populist President, Bloody Bloody Andrew Jackson. Thursday, August 4 at 7:30 p.m. Along with this extremely relevant musical, Theatre Horizon is introducing an innovative ticketing system for this event. With this event, Theatre Horizon will institute a test run of Pay What You Decide Ticketing. Tickets can be reserved online at www.theatrehorizon.org.
A new model that was created by ARC Stockton Arts Centre in England, Pay What You Decide pricing is designed to break down financial barriers and risks to going to the theatre and bring more people to the theatre for unique and conversation generating works more often. Pay What You Decide not only allows Audience members to pay what they can afford, rather than a fixed ticket price, but it also removes the financial risk of buying a ticket for a show in advance without knowing whether or not the audience member will enjoy it. Theatre Horizon worked with the Chief Executive of the organization to research and work on setting the system up here.
Audiences will book tickets in advance, but there is no obligation to pay until after the show is over. Then the audience can decide on a price that is suitable based on their experience - which means if the audience member doesn't like the piece - they don't have to pay anything at all. Theatre Horizon will test this strategy during the 42nd and Main Concerts and during the theatre's upcoming reading series on August 19 and 20.
There is a limit of reservations of two tickets per buyer online. Groups of two or more will need to call the box office at610-283-2230.
"We are enthralled by this model that is explicitly designed to break down one of the primary barriers to theatre attendance - financial risk. It is so critical to our mission to create a space for community, conversation, and art for anyone who wishes to participate. We knew we needed to think outside of the box in order to find an accessible pricing model that creates a safe and risk-free place for anyone to make the choice to attend," said Theatre Horizon Managing Director Molly Braverman.
Azuka Theatre, in Philadelphia, will also make a major announcement soon about a new pay-what-you-decide model for the 2016-2017 season. Azuka engaged with ARC Stockton Arts Centre to research the pay-what-you-decide model during the fall of 2015 and winter of 2016. Azuka then tested the concept during the first week of its season closer, Moth. Azuka will announce details of this new program, along with season information, before the end of July.
Following the success of last year's sold-out reading of Urinetown, Theatre Horizon uses the election year to bring audiences a mix of fact and faction about Andrew Jackson. Bloody Bloody Andrew Jackson follows America's first populist president from his early days on the wild frontier to his controversial reign in the White House. With a country divided and an uncertain New World, Jackson begins his steady climb from military strategist to rabble-rouser to President of the United States. Combining a raucous blend of outrageous comedy, anarchic theatricality, and an infectious rock score, Bloody Bloody... redefines the man who invented the Democratic Party, paved the Trail of Tears, and ultimately defined himself not by enacting legislation but by thwarting it. The New York Times noted "there is no show... that more astutely reflects the state of this nation than Bloody Bloody Andrew Jackson." Bloody Bloody Andrew Jacksonis recommended for ages 13 and up due to strong language, sexually suggestive dialogue, and the abhorrent Indian Removal Act of 1830.
This concert reading is directed Theatre Horizon's Managing Director Molly Braverman, who served as Stage Manager for the Broadway and first National Tour of Wicked. Noah Malitz is the Music Director. Cassie Okenka is the Producer and Casting Director of the Concert. She is currently in School of Rock on Broadway and has been in Bonnie & Clyde andWicked. Angela Coleman is the Lighting Designer and Toby Pettit is the Sound Designer. ?
The cast includes Kevin DeJesus-Jones, who appeared on Broadway in Spiderman: Turn off the Dark. Will Connell is playing Black Fox. Jim Hogan is playing Henry Clay. Brandyn Day is John C. Calhoun. Bren Thomas is playing James Monroe. John Quincy Adams is played by Brian Massey. Martin Van Buren is played by Tamar Greene. Jaygee Macapugay is the 10 Little Indians Soloist. She is on Broadway in the Ensemble of School of Rock. Rachel Jackson is played by Laurel Harris?. She is currently in Beautiful on Broadway and has appeared in Evita and Wicked as Elphaba. Sarah Braverman is the Bandleader. The Storyteller is Pamela Shandrow? from Phantom of the Opera and Wicked?. Carol Noel Antosca is Toula and the Rockstar Soloist. Christina Higgins is Lyncoya and Featured Soloist. Other Featured Soloists: Mina Kawahara, Ruthie Holland, Ian Gregory Hill, Gabriel Brown, Mitchell Bloom and JorDan Dobson. The Back-Up Singers are: Jennifer Pratt Johnson, Dawn Loveland, Catherine Goodson, and Josh Millhouse. Corin Duey is playing guitar and John Moran plays drums.
Theatre Horizon brings Philadelphia's finest actors to Norristown, staging a three-show season and teaching drama to over 750 children per year. Located on Arts Hill in the heart of Montgomery County, Theatre Horizon is an award-winning company dedicated to the revitalization of Norristown. Theatre Horizon is also known for pioneering a unique drama program that uses actors to teach socialization skills to children with autism. For more information about Theatre Horizon, please call 610.283.2230 or visit www.theatrehorizon.org.