An increasing range of entertainment these days is available through a monthly all-access payment rather than a per-use or per-unit cost. Netflix offers unlimited on-line movies and DVDs for one monthly payment. Rhapsody offers access to a jukebox in the clouds for a monthly fee, as well. Now Seattle’s ACT Theater is playing with the same idea for live theater, and it seems to be catching on.
ACT’s ‘monthly membership’ costs audiences $25 per month, but offers unlimited access to the theater’s performances. Says ACT Executive Director Carlo Scandiuzzi:
“Like a gym membership. What it does, it appeals to a younger
constituency that wants flexibility, doesn’t want to be tied to let’s
say, I have to be here every other month. It frees them, they can call
the day before, see a play, a dance, whatever.”
The program already has 350 members, the goal is for 1000 by the end of the year. And as a side benefit, the initiative makes a benefit out of available seats in their venue rather than a lost opportunity. Kinda cool.
UPDATE: Several folks have pointed me to Chris Ashworth’s exploration of the membership model for theater, and Scott Walters’ riff on Chris’ idea. Both worth a reading and a ponder.
Now that is a really interesting idea. I like it in terms of flexibility. As a father of three, it’s hard for me to guarantee anything when it comes to my time. They’re the priority. A membership like this would be huge for me.
And additional thought. I’d also like to see the addition of live streaming of the event. If I pay my membership fee, but I can’t end up making it to the show physically, it’d be nice to know I could tune in and interact on the web. That would be a great experience.