NPR’s recent story on the national ”free night of theater” initiative explores the lure of ”free” tickets for new and distracted audiences. The Theater Communications Group effort began in 2005, and expanded in its last iteration (on October 16) to include more than 600 theaters in over 120 cities. It’s an extraordinary and intriguing story, intended to encourage national media coverage as well as local attention to theater. But it’s underlying premise, and message, might be due for a review.
In fact, the theater events on offer on October 16 weren’t ”free,” at all. Their cost was just redirected from the ticket holder to somebody else (generally, the theater company). ”Free” and “discount” are powerful words in a consumer culture, but they carry with them all sorts of implications for perceived value. In essence, what is the perceived value of something we don’t pay for?
As an alternative, consider this lede from a recent New York Times article:
Can’t afford a $220 ticket to the Metropolitan Opera’s production of “Doctor Atomic” in the new, post-meltdown economy? A pair of philanthropists may have helped put the sought-after seats within reach. Agnes Varis, a managing director of the Met’s board, and her husband, Karl Leichtman, have bought $500,000 worth of prime orchestra tickets to the coming production of the John Adams opera, about the creation of the atomic bomb, so they can be resold at $30 each.
Essentially, the Met is offering a deep discount to prime seats. But they’re presenting it as a gift and a subsidy to the public from its enthusiastic patrons. The ticket is still worth $220, but the generosity of some kind stranger covered the large portion of its cost. Very clever.
You might think I’m playing with words here, but that’s the larger point. The value we all long for — that translates into ticket sales, public support, grants, good reviews, and gifts — is driven in part by the words we choose. It makes sense to choose them carefully.
The ”free night of theater” isn’t free…it’s a gift. That theater seat has enormous value, not just in its potential impact, but in actual, countable costs. And that gift is given with love and hope from individuals and organizations of limited means.
It might be time to flag the words ”free” and ”discount” and avoid them if we can, at least in the nonprofit arts. They don’t convey what’s actually going on. And they can distort the value of what we do.
[ Thanks Ms. Johnson for the big idea. ]
I understand what you are talking about but I don’t entirely agree. When the entire story is known, the announcement of “free” or “discounted” can be pre-empted by a few introductory words, i.e., “through the generosity of Mr. & Mrs. ………, 100 prime seating tickets will be offered for $……”.
This acknowledges their true value. What the tickets are really worth is up to each person who enjoys the performance. I came away from my first symphony performance, at age 14, with an appreciation for classical music that I had never had before simply because I had never been exposed to it in my home. The lady seated to my left was going to be spending the rest of the year in Florida so, upon seeing my appreciation for the music, she gave me her season pass for the remainder of the guild’s presentations. I will always remember her generosity and value classical music the rest of my life.
Mr. Taylor-
I have to say that I have only ever enjoyed the thoughtful content on this blog. As far as this topic goes, I have to say I agree. At CCM, we are always in discussion about whether free tickets really bolster audiences or whether they simply create consumers of free tickets. Of course, some people are truly brought to the art form for life, like the last comment, but all too often, you’ll never see that patron again. An interesting way to think about it might be to judge the project on how much real conversion the theatre’s see from these projects. Are they really worth it? Exposing people to art an getting name recognition is important for sure, as well. Where is the line? Potentially, focusing on the message of value is where a line could be drawn.