Revenue / 03.11.20

Scott Rudin Slashes Ticket Prices to Hit Broadway Productions Due to Coronavirus

Access Staff

Hollywood Reporter (03/10/20) Rooney, David

Producer Scott Rudin announced that remaining seats to all of his Broadway productions will sell at a flat rate of $50 apiece from March 12 through March 29 due to the coronavirus epidemic. Shows affected include highly popular productions like "The Book of Mormon," "To Kill a Mockingbird" and the recent "West Side Story" revival. Standard top prices for these productions are about $200, while premium tickets sell for considerably more. "My partners and I want the buildings full — even, and especially, during this crisis — and this is the way to ensure it," Rudin explained. "I don't want the actors looking into a sea of red velvet ... and my colleagues and I want to give people the chance to see these shows when they otherwise might not be able to afford tickets or to even get tickets." Industry insiders have been preparing for the outbreak to significantly impact Broadway as group bookings are canceled, along with a high number of tickets purchased by domestic and international tourists. "While it's happening, we want to look after both our colleagues and our customers with as much care as we can," Rudin said. "That includes showing up to give great shows to the people who are showing up to see them."

Read the full story from the Hollywood Reporter. 

Tags: News , Broadway