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This NYC theater set ticket prices at $35 and sold a million of them

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22.05.2019

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?

New York’s Signature Theatre Company sought to tackle those questions 14 years ago with its innovative Signature Ticket Initiative, a program that offers unrestricted access to super-cheap theater prices (currently $35) no questions asked. No age restrictions. No lotteries. No rush lines. Just quality plays for a fraction of what you would typically pay to see a show in Manhattan.

Today, the off-Broadway theater company is celebrating its one millionth ticket sold through the........

© Fast Company