This often isn’t a notably successful strategy

British theatres push up ticket prices to pay for audiences dropping by more than 168,000 last year

Or, as the actual facts seem to be:

British theatres have increased ticket prices as audience figures dropped by more than 168,000 last year, latest figures show.

Pushing prices up because custom has fallen is one of those things which can work – depends upon elasticity of demand – but isn’t known as a great strategy normally.

The second statement, that rising prices has curbed demand, is bog obvious normal. That the Telegraph’s subs seem to think the two are the same is something of a problem.

10 comments on “This often isn’t a notably successful strategy

  1. If you can charge more, why weren’t you before?

    Theatres are amateurs at ticket pricing. They were selling Kate Bush tickets at £40 a go, for her first tour in 30 years. Shockingly, the market price hit £200. Hamilton tickets sold out in an hour. Who knew that the massively oversubscribed show in the USA would be the same here?

    This does make me wonder if London theatre is going to last. All those high wages. At what point do people decide it’s cheaper to travel to Milton Keynes and stay in a hotel instead?

  2. Be nice to see what actual support there is for theatre without subsidies. The Islington set love to fawn over it but probably won’t want to pay full price when the poorer in society can make up the difference.

  3. “At what point do people decide it’s cheaper to travel to Milton Keynes and stay in a hotel instead?”

    Instead of going to the theatre BiW?

    I don’t think Milton Keynes hotel rooms will prove an adequate substitute.

    Not even with prossies on tap.

  4. I like the trend for school nativity plays to charge money to parents and relatives to attend.
    Anecdotally on a tiny sample, they’ve improved, partly because there’s a connection between putting on a good show and getting an income.

  5. There is likely a theatre (of Cruelty?) in Hell but I can’t see it or MK beating out the West End anytime soon.

    Not amongst volunteers anyway.

  6. Bloke in Wiltshire said:
    “There is a theatre in MK.”

    Golly, have they finally built it? When I lived there in the ’90s there was a lot of talk about one, but apparently they had been talking about it since the place was founded.

  7. Richard,

    Yes. It’s on the same group as Bristol Hippodrome and Oxford Apollo. It gets good stuff.

  8. Pushing prices up because custom has fallen is one of those things which can work – depends upon elasticity of demand – but isn’t known as a great strategy normally.

    It also works when State agencies are a substantial customer – they’ll pay any price, who cares?

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