The UK’s National Theatre has been trying a new strategy this summer to attract larger audiences to its performances: dropping ticket prices. Astonishingly enough, as it turns out, the public is in favor of spending less on tickets. “The gamble of slashing most seat prices to £10 in the National Theatre’s largest auditorium has filled the yawning spaces of the Olivier with new young theatre goers. In the past sweltering weeks, when other theatres were discounting frantically to keep their shows alive, the Olivier has been more than 90% full.”