I know that the cost of producing a high-quality theater show continues to skyrocket, and producers need to recoup their investment for the show to go on. I also know that there are many options for discounted seats, including the excellent TKTS. But there needs to be a more dedicated effort to bring down the cost of tickets, especially for the much coveted orchestra seats, especially for people who do not wish to wait until the day of the show to gamble getting decent seats. Only then can we truly foster the notion that live theater is a great entertainment for the masses, not just for tourists or wealthy patrons.
There are also plenty of affordable Off-Broadway and Off-Off-Broadway theater companies. But Broadway is the gold standard, and Broadway shows act as ambassadors to the world of theater.
I fully understand the concept of supply and demand, and I do not fault producers for trying to turn a profit in a business that arguably sees more failure than success. But maybe if the overall cost of tickets was more affordable, it would encourage more people to see more shows, filling more seats, causing a domino effect that revitalizes live theater as a great form of entertainment for everyone, not just for those of us who already know it.
I applaud those producers who seek innovative ways to lower ticket prices without hurting the bottomline. Sometimes, those creative ways actually boost sales and revenue. It might seem like a wacky concept, but they might actually make more money by lowering the cost of tickets.