Is Variable Ticket Pricing Good For Business?

A limited study of Broadway ticket pricing practices, under which two people sitting in the same section of a given theater may have paid wildly different prices depending on when and where they bought their tickets, suggests that, contrary to some industry concerns, variable pricing doesn’t seem to make consumers unhappy. “[C]onsumers were largely unaffected by price discrimination relative to uniform pricing, while producers experienced a 5 percent increase in profits… [O]n average, it looks like it didn’t make much difference to consumers whether there was price discrimination or not.”