Link: Jujamcyn ups aisle ticket prices - Entertainment News, Legit News, Media - Variety.
Jujamcyn Theaters has launched a ticket initiative that puts a higher pricetag on some aisle seats at three Broadway shows.
Five to 12 pairs on the aisle at each perf of "Gypsy," "Spring Awakening" and the upcoming revival of "The Seagull" cost $17-$25 more than a full-price ducat. All three shows are housed in venues owned by Jujamcyn; "A Tale of Two Cities" and "Jersey Boys," also in Jujamcyn houses, may soon follow suit.
Move is the latest in a general shift toward variable pricing that has occurred on Broadway in recent years, following a model often likened to the strategy for airlines and hotels. Rialto producers take advantage of high-demand shows, seats and dates through premium pricing that is often $100-$200 higher than full price, while at the same time working to encourage biz on the other end of the spectrum with an increasing array of discount offers.
"This initiative is really about pricing to value and demand, which is also what drives the success of the premium program," said Jordan Roth, veep of Jujamcyn. "Two on the aisle is what so many theatergoers want."
Program extends only to a relatively small number of aisle pairs per perf and does not affect seating for theatergoers with disabilities that require them to sit on an aisle.