THIS NYC THEATER SET TICKET PRICES AT $35 AND SOLD A MILLION OF THEM

Today, the off-Broadway theater company is celebrating its one millionth ticket sold through the Signature Ticket initiative, and the company says its audience demographics speak to the program’s success.

[Photo: Merch HÜSEY/Unsplash]

One of the most hotly debated topics in the theater industry is ticket prices. Set them too low and your venue can’t afford to stay afloat. Set them too high and your shows become out of reach for anyone without a disposable income. It’s a dilemma that cuts to the heart of big existential questions about the arts and culture: Who gets access and who gets to participate?

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Today, the off-Broadway theater company is celebrating its one millionth ticket sold through the initiative, and the company says its audience demographics speak to the program’s success. Almost 60% of Signature’s audience members had a two-person household that makes under $100,000 a year. Contrast that to a typical Broadway-goer who comes from a two-person household that makes more than twice that, according to stats from the Broadway League.
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