Thursday, June 9, 2016

‘Hamilton’ Raises Ticket Prices: The Best Seats Will Now Cost $849

The producers of “Hamilton” are sharply increasing the cost of the best seats in the house, shattering Broadway’s top ticket price while also more than doubling the number of inexpensive seats available via same-day lotteries.
The paired moves — raising the price for premium seats to $849 while offering 46 seats per show at $10 each — are part of a broader effort to stanch the loss of tens of millions of dollars in potential revenue to scalpers, and to make the show available to people who can’t afford costly theater tickets.
The show is sold out through next January, but the producers have already begun selling tickets for the following four months to some American Express cardholders. They intend to begin selling tickets for that same period to the public after the Tony Awards, which will be broadcast on Sunday evening; “Hamilton” is favored to win multiple awards, including best new musical.
An $849 theater ticket, although less than some people are currently paying for seats to “Hamilton” on the secondary market, is a record for the price being charged directly by a Broadway show. “The Book of Mormon” has long had the most expensive premium ticket on Broadway — last week that show topped out at $477 — and until now “Hamilton” has been lagging slightly behind, at $475 last week.
In the new block of tickets, about 200 seats at every “Hamilton” performance — mostly in the center orchestra — will be sold for $849. The rest of the house — everything but the lottery tickets, or about 1,075 seats per show — will be sold for between $179 and $199 (currently, the regular seats are priced from $139 to $177).
The 46 $10 seats sold via lottery will be in the theater’s first two rows. Currently, 21 seats per show are made available by lottery.

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