BBC News (11/15/25) Warren, Jess
The Royal Ballet and Opera (RBO) recently introduced demand-led ticket pricing as part of a campaign to maximize its revenue. RBO officials assure that the new model, which means ticket prices are subject to change based on audience demand, will not alter prices in customers' baskets. London theatre critic Mickey-Jo Boucher and others note that dynamic and demand-led pricing models are "nothing new" in the wider theatre world. Since implementation in September, all tickets have been sold at their original price for one week before any increase.
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