![]() This season, in the Family Circle section, there were 354 seats priced at $25. Meanwhile, the opera will add more affordable seats. Next season, 314 seats in the first 22 rows will be reclassified into two new sections, priced from $235-$320. By analyzing ticket sales data, the opera discovered that there was "heavy, heavy demand" for seats in the first 22 rows. "It was too much of a blunt instrument," Mallory said. Previously, there were 740 seats in a zone called Orchestra Prime, priced from $205 to $255, in the center of the orchestra section, not including pairs of seats adjacent to the aisles, which were priced significantly higher. The most dramatic pricing changes are in the orchestra section. Next season, the company plans to adopt a more complex - and, company officials say, more accurate - zoning system, adding five new sections for a total of 27. The Met began tweaking ticket prices last fall, pushing the top ticket price to $495 from $440 for the 48 most expensive seats in the house, Mallory said. Though ABT performs in the same house as the Met, it uses different pricing zones, based on sightlines for dance and the demand of its audience, he said. The American Ballet Theatre started using dynamic pricing last year for its spring season at the Metropolitan Opera House, and continued it for performances at New York City Center and the Brooklyn Academy of Music, said James Timm, the company's director of marketing and brand management. Broadway theaters used it to achieve record-breaking weekly grosses in 2011, hiking premium ticket prices as high as $477. ![]() ![]() ![]() It has been used in airline, sports and concert booking, and is increasingly being employed by arts organizations. Donations for the fiscal year ending last July supported 43 percent of the Met's $325 million operating budget, which the company balanced for the first time in seven years, thanks in part to $11 million in profit from its HD broadcasts in movie theaters around the world.įlexible ticket pricing is not new. ![]()
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