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Discounts, giveaways get a front seat at movies, concerts
Wednesday, March 25, 2009

As household budgets shrink, ticket sellers are trying deep discounts and other creative ways to keep seats filled.

This past weekend, ticket prices for several events were slashed dramatically. So far, producers say, the strategy is working.

Point Park University's Pittsburgh Playhouse is letting ticket buyers set their own price on selected Saturday matinees with its "Pay What You Will" offer. Ticket buyers pay what they want for available seats, with a minimum of $1. Ticket purchases must be made in person at the box office, starting at noon on the day of the show.

"We felt this was a good way to give something back to the Pittsburgh theater community," said Chris Hays, marketing director for Point Park University's Conservatory of Performing Arts.

So far, "Pay What You Will" has done "extremely well," Ms. Hays said. The first matinee drew 69 people, and the second, 50. Saturday matinees are traditionally light attendance days, Ms. Hays said. People paid between $1 and $20 for the tickets. At the high end, that's not a bad deal for the Playhouse, either: The regular ticket price is $18.

Upcoming dates are Saturday for the 2 p.m. performance of "Rocky Horror Show" and "Mojo" on May 30 at 2 p.m. The Playhouse will continue the promotion for one Saturday a month for its Conservatory and Rep performances.

City Theatre is offering tickets for its current production of "Mary's Wedding" at a 50 percent discount through the end of its April 5 run. The reduced prices are for unsold tickets, and are half the price of what that day's tickets would be. Full prices range from $17 to $48, depending on the day and time of the performance.

Bricolage cut ticket prices for last Saturday's B.U.S. 4 (Bricolage Urban Scrawl) fund-raiser. The event, which included performances, food and a party, was $40: Last year, tickets were $75.

Every seat was sold, and the event was a success, said Bricolage producing artistic director Tami Dixon. "People responded big time."

Bricolage has offered free programming for its theater and performance events in the past, not because of the economy, but to reach -- and keep -- new audiences. "People don't always want to take a risk and spend their money on an unknown," Ms. Dixon said. "We made a big effort in cultivating an audience, hoping it will translate into ticket sales at a later date."

In the Depression era and prior to World War II, people flocked to movie theaters for an escape -- and sometimes to pick up some free dishes during weekly "dish nights." Fast forward to 2009, another economic meltdown and dish night makes a comeback.

On Sundays in April, Pittsburgh Filmmakers is reviving the dish giveaway concept at the Regent Square Theater. Filmmakers' Dish Night and Films from the Depression series will feature films from the 1930s: "American Madness" (April 5), "Gold Diggers of 1933" (April 12), "A Night At The Opera" (April 19) and "The Public Enemy" (April 26).

Dish night ticket buyers will get a chance at winning a piece of Fiestaware, the classic Homer Laughlin China Co. dinnerware that was introduced in the 1930s. Homer Laughlin donated the dishes, and there will be three winners every week.

Some of the hot tickets for this summer's concert season also are going down in price.

In 2008, the average ticket price for a top 10 touring act was $151.34, according to Billboard Boxscore. This year, many of the big acts are offering some tickets for $50 or less, along with higher-priced options.

Keith Urban's "Escape Together" tour has tickets for $20, along with higher priced options at $45.50 and $62.50. Mr. Urban will be at Mellon Arena on Aug. 13.

Some of the big name acts coming to the Post-Gazette Pavilion in Burgettstown this summer also slashed some prices. For example, No Doubt fans can get $10 lawn tickets, or pay $24.50 for a reserved seat at the June 13 concert.

Most of the tickets for the Dave Matthews tour, which gets under way next month, average $40. Mr. Matthews is at the Pavilion June 19 and 20. Lawn tickets are $40, and reserved seats range from $59.50 to $70.

Adrian McCoy can be reached at 412-263-1865 or amccoy@post-gazette.com.
First published on March 25, 2009 at 12:00 am