During previews, “Shucked” is offering orchestra seats for as low as $69, capped at $149. At some performances, a select few mezzanine seats are available for as low as $29. The production is not offering premium pricing during previews. Ads for the show tout: “Special Preview Pricing.”
While grosses and average ticket price have been low, houses are full. “Shucked” played to 99.45 percent capacity in its first week, 100 percent its second and 97.53 percent in its third — without resorting to “papering” (giving away seats, usually to industry professionals, just to fill the venue).
“We capitalized an extra million dollars of preview losses that I wouldn’t have if we had Kelly Clarkson starring in the show,” Bosner explained. “For me, it’s a marketing expense.”
“When people are sticking their nose up and being like, ‘Oh my God, their first week was $291,000, I’m sitting back here with my team being like, ‘We thought we were gonna do $200,000 this week, so this is actually pretty great.’” |
