Event organisers are looking to boost ticket revenues by listing aisle seats as premium tickets and adding between $5 (£3.95/€4.47) and $30 to prices.
Billboard said that aisle seat prices for the Game of Thrones Live Concert Experience at the Hollywood Bowl were lifted by $10 to $20 on the Ticketmaster website.
It is estimated that this hike could potentially add more than $70,000 in revenue, and could bring its overall gross to $1.3m if used across all 19 North American dates.
The premium aisle seats include the place at the end of a row and potentially up to three seats in, supposedly to give fans easy access to refreshments, restrooms and venue exits.
Paradigm agent Larry Webman, who helped book singer-songwriter Sara Bareilles’ latest tour, told Billboard: “Lots of artists are doing it — people will pay more for them. You look at the seat map and the aisle seats are all sold. Live Nation pitched that it works, and in Sara’s case we rolled the dice with them and it seems to be coming to fruition.”
According to Billboard, Live Nation senior vice president touring Brad Wavra, who reportedly came up with the idea, said the premium aisle seat fee must be approved by the promoter and the artist. Ticketmaster told TheTicketingBusiness.com that it does not determine ticket prices.
StubHub has offered a ticket filter for aisle seats for the past few years, putting these into its ‘preferred’ categories.