Cheap seats take off
By Lyn Gardner for The Guardian
Anyone who uses budget airlines knows that the earlier you book your ticket, the better the deal you get. What would happen if a similar pricing strategy was applied to theatre tickets?
Out of Joint plans to find out. After a successful national tour and run at the Arcola, the company's promenade production of Macbeth is transferring to Wilton's Music Hall (020-7702 2789) after Christmas, and director Max Stafford-Clark has come up with an innovative pricing scheme. For all 27 performances, the first 20 seats will be sold on a first-come-first-served basis at £10 each, the next 20 at £20 and so on, until only the final 20 seats are available priced at £30 each. It is entrepreneurial thinking from the man who, when he was artistic director at the Royal Court in the 1980s, claimed that lack of subsidy meant that he was no longer running a theatre but an incentive-marketing scheme based in Sloane Square. click for more