"Theater Tickets for Movie Prices: Behind the Dramatic Reductions," by Peter Marks
When Scott Fortier proposed reducing ticket prices for his company, Catalyst Theater, to the fire-sale level of $10 for all seats at all times, his board took a great big gulp. Fortier's cheap-seat strategy has proved enormously popular: This past season, its first full one at $10 a pop, the company performed to an all-time high of 76 percent capacity, and this fall, annual subscriptions have doubled.