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Broadway Joins the Dynamic Pricing Game

Long familiar to concert-goers, frequent fliers and sports fans, the dynamic pricing model has made its way to Broadway. Basically, dynamic pricing is a way for theaters to undercut ticket resellers, who have historically bought up large blocks of premium tickets at face value and then, having cornered the market, set their own – usually greatly inflated – prices. In some ways, the dynamic model is another way of rewarding those who have at the expense of those who have less, but at least with dynamic pricing, the excess monies go to the people that created the show in the first place. (FULL STORY: Patrick Healy, The New York Times)