Theatre Horizon in Pennsylvania is introducing a ‘pay what you decide’ ticketing strategy for some of its shows.
The non-profit theatre company will allow spectators to choose how much they think their ticket for Bloody Bloody Andrew Jackson is worth, which they can do from reservation until after the show is over.
The theatre said the model they are adopting was created by ARC Stockton Arts Centre in England, and added it “is designed to break down financial barriers and risks to going to the theatre and bring more people to the theatre for unique and conversation generating works more often”.
It is considering using the model for further shows, while the Azuka Theatre in nearby Philadelphia is also considering adopting ‘pay what you decide’.
“We are enthralled by this model that is explicitly designed to break down one of the primary barriers to theatre attendance – financial risk,” Theatre Horizon managing director Molly Braverman said.
“It is so critical to our mission to create a space for community, conversation, and art for anyone who wishes to participate. We knew we needed to think outside of the box in order to find an accessible pricing model that creates a safe and risk-free place for anyone to make the choice to attend.”
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