Broadway musical “Rock of Ages” has set a date for its transfer to the Helen Hayes Theater, along with a new pricing plan to encourage advance ticket sales.
“Rock” ended its run at the Brooks Atkinson Theater on Sunday ahead of its move to the smaller Hayes, where the show kicks off March 24.
New pricing strategy lowers the top ticket price for some desirable seat locations depending on how early consumers purchase. For certain orchestra and mezzanine seats, pricetag will be $90 if bought more than six weeks ahead of the perf date, $100 between six weeks and two weeks prior, and $120 within two weeks before the perf. Premium price of $140 won’t change regardless of when theatergoers buy.
Studies indicate that Broadway consumers have, in recent years, made ticket purchases less and less in advance, which can make it harder to producers to make plans for a show based on B.O. forecasts. New scheme looks to counteract that ticket-buying trend.
Produced by Matthew Weaver, Carl Levin, Jeff Davis, Barry Habib, Scott Prisand and Relativity Media, “Rock” currently has a U.S. national tour out on the road. An Aussie staging is skedded to open this spring in Melbourne.