“The approach captures an individual’s desire, not commitment, to attend more arts events. Arts marketers know that in order to become a subscriber, an individual must first have been a single ticket buyer, then a multi-ticket buyer. The Netflix model’s purchasing psychology is different; people decide that they can part with a small amount of their monthly earnings to have the opportunity to see art. There is less upfront financial commitment than a subscription and a lot of promise that they will become closer to the art form.”