This Theater Slashed Ticket Prices To Increase And Diversify Its Audiences – ‘What Happened Next Was A Revelation’

In 2005, Signature Theatre, an off-Broadway house on far West 42nd Street, “did a very hard-to-do thing. They convinced a big corporation, Time Warner, to hand the theater $500,000 to try to chip away at the price barrier. Before that grant, tickets to Signature’s shows had cost around $55. After the grant, they cost just $15.” (includes audio)