How Do You Get Ticket Pricing Right When You Know It’s Not Just About Maximizing Revenue?

“Premium tickets for Broadway shows can cost north of $200. Adjusting for inflation, the $25 ticket in 1984 should cost only about $58 today. Something is not sufficiently aligned. The questions I often ponder are: How do high ticket prices limit accessibility? How much profit is profitable?” Marshall Jones III, producing artistic director of the Tony-winning African-American troupe Crossroads Theatre Company, discusses the ways he and some of his colleagues have addressed this issue.