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How Do You Get Ticket Pricing Right When You Know It’s Not Just About Maximizing Revenue?

AUDIENCE, ISSUES Posted: December 23, 2016 6:03 am

“Premium tickets for Broadway shows can cost north of $200. Adjusting for inflation, the $25 ticket in 1984 should cost only about $58 today. Something is not sufficiently aligned. The questions I often ponder are: How do high ticket prices limit accessibility? How much profit is profitable?” Marshall Jones III, producing artistic director of the Tony-winning African-American troupe Crossroads Theatre Company, discusses the ways he and some of his colleagues have addressed this issue.

AUDIENCE, ISSUES Published: 12.22.16

Read the story in American Theatre Published: 12.22.16

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