The percentage of seats filled on Broadway was up last week, but overall box office grosses fell, as some of the industry’s softest shows closed and the survivors reduced prices.
According to figures released Wednesday by the Broadway League, 75 percent of all seats on Broadway were occupied during the week that ended Jan. 23. That’s up from 66 percent the week ending Jan. 16, and 62 percent the week ending Jan. 9, as the coronavirus pandemic continues to take a toll on the industry and the rapid spread of the Omicron variant makes this winter especially challenging.
Average attendance is still far below what it was in January 2020, before the coronavirus pandemic, when between 93 percent and 95 percent of seats were occupied.
The overall number of people who saw a Broadway show last week (152,135) was down from the previous week (162,566), as shows continue to close — there were 21 shows open last week, down from 25 the previous week. Two more shows closed on Sunday (“Girl From the North Country,” which says it plans to return in the spring, and “Slave Play,” which is transferring to Los Angeles), leaving just 19 shows now running in the 41 Broadway houses.
The rising capacity percentage is good news for an industry rattled by empty seats. But it’s coming at a cost, with fewer shows running and the average ticket price falling.
Last week, the average ticket price on Broadway was $108, down from $114 the week ending Jan. 16 and $116 the week ending Jan. 9. (In 2020, average January ticket prices were as high as $123.)
The falling average ticket price reflects both a lowering of premium prices (that’s the price for the best seats on the most popular nights), and a heavy use of discounts.
At “Hamilton,” for example, the top price in January 2020 was $847; now it’s $299. (The priciest premium seat at the moment appears to be at “The Music Man,” which is asking $699 for some center orchestra seats on a Saturday night in February; “Six” is selling some tickets for $499.)
But there are also multiple discounts available. The city’s tourism agency, NYC & Company, is now holding its annual Broadway Week (which, despite its name, will last 27 days this year), a popular program that offers two-for-one tickets to all but a handful of shows.
And, although the Broadway League is no longer disclosing grosses for individual shows, there are indications that more are turning to discounting as a strategy to get through this winter, when the ordinary seasonal dip has been exacerbated by the pandemic. The TKTS ticket booth in Times Square, which sells tickets at 20 percent to 50 percent off, now periodically features “The Lion King,” which was almost never sold at the booth before the pandemic, as well as other big shows including “Moulin Rouge!,” “Harry Potter and the Cursed Child,” “Hadestown” and “MJ,” the new Michael Jackson musical.
Source: Theater - nytimes.com
