The producers of “Shrek the Musical,” never shy about touting discounts to drum up sales, have put together an unusually thorough package of summer deals, including an offer of up to three half-price ducats with the purchase of a single full-price ticket.
Family-oriented discount strategy, part of what’s billed as a “Shrekcation” offer, resembles similar pricing cuts offered earlier in the season by Disney Theatrical Prods. (but expiring before the tide of summer tourism begins).
Variable pricing strategies have become increasingly common on Broadway over the past several years and gained further prominence during the season just wrapped as producers worked overtime to keep auds in seats during the economic downturn.
Legiters are generally optimistic about this summer’s box office, although an expected year-on-year decline in tourism could put a damper on sales. Receipts at DreamWorks Theatricals’ “Shrek,” which often sees its B.O. fluctuate, has in the past posted gains during vacation frames when tourists come to town.
“Shrekcation” deal, running for perfs between June 9 and Sept. 6, includes related discount offers at Gotham-area restaurants and family attractions including American Girl Place and Madame Tussauds.