Broadway Show Ticket Sales* w/e 8/26/2012

Book Of Mormon

Book Of Mormon

This week saw some interesting changes in Broadway ticket sales with the total ticket sales revenue dipping below the $20 Million mark in quite some time.

Newsies continues to drive ahead with phenomenal ticket sales growth; Sister Act finds its “last chance” audiences before closing on Sunday, boosting its sagging popularity; and Once continued its hot streak since its Tony wins with another entry in the exclusive million dollar club (where a show’s ticket gross is above $1 Million in a week).

Newsies sold every seat they could muster this week by hard selling the week beforehand through multiple marketing outlets and then operating the new strategy of short-term discounting to sell the small excess inventory – anticipate them to take this strategy forward over the coming weeks. The ticket discounting took a toll on the show’s average paid admission, dragging it down to $101.77, but they filled every seat in theater (as well as the standing room spots). This speaks volumes to the whole spirit of Newsies as the Broadway upstart that gains more fans the more people actually see it, much like the original movie that was panned by critics and was lackluster in the movie theaters. With apologies to Shawshank, can anyone say Newsies Redemption?

Wicked ticket sales cooled a little this week with its tickets sold dropping below 90% inventory for the first time ever. The show remains second only to the Lion King in terms of total attendance and the Gershwin Theatre is a big theatre to fill – so unless ticket sales turn around for Wicked, anticipate the introduction of incentives to boost ticket sales in September, even perhaps Newsies-style, with short vertical discount offers that sell the unsold ticket inventory laid bare by too much inventory and not enough buyers, especially in the back-to-school season.

The Book of Mormon continues to lead with a stellar ticket sales records in capacity and an astounding average price paid of $186.41, which indicates their continued ability to wrestle the profits for this show away from ticket brokers and into the hands of the producers, where they rightfully belong. The “long in the tooth” Chicago managed to eek out a surprising 85.96% capacity, by combining big online and TDF TKTS ticket discounts and pushing big group discounts.The Lion King remains the top dog in sales due to the popular summer vacation, but is anticipated to falter as school starts in September.

Although it has an open ended run, Nice Work If You Can Get It looks like it’s heading to the chopping block with a dismal 50% of tickets sold, the very worst performing show on Broadway.  Their average paid admission also took a dive to $86, from previous weeks at $100, which seemed oddly high compared to the percentage of unsold ticket inventory –  although their management team have been surprisingly reluctant to pursue all available marketing avenues, so they could yet turn their sagging ticket sales around.

The following are the Broadway ticket sales numbers from the week ending August 26, 2012:

Show Name GrossGross TotalAttn %Cap AvgPaidAdm
BRING IT ON THE MUSICAL $492,212 7,770 72.81% $63.35
CHAPLIN $356,882 5,996 71.72% $59.52
CHICAGO $595,470 7,427 85.96% $80.18
CLYBOURNE PARK $420,369 6,098 80.15% $68.94
EVITA $1,012,152 9,834 76.26% $102.92
GORE VIDAL’S THE BEST MAN $575,811 6,453 75.88% $89.23
JERSEY BOYS $899,124 9,008 91.69% $99.81
MAMMA MIA! $784,701 9,133 76.21% $85.92
MARY POPPINS $836,240 11,823 82.24% $70.73
NEWSIES $985,639 9,685 101.31% $101.77
NICE WORK IF YOU CAN GET IT $502,446 5,837 50.70% $86.08
ONCE $1,025,288 8,253 97.51% $124.23
ONE MAN, TWO GUVNORS $746,407 7,482 95.92% $99.76
PETER AND THE STARCATCHER $368,042 5,151 62.03% $71.45
PORGY AND BESS $508,069 6,321 59.19% $80.38
ROCK OF AGES $485,487 4,588 98.37% $105.82
SISTER ACT $814,822 10,377 73.91% $78.52
SPIDER-MAN TURN OFF THE DARK $1,396,354 12,466 80.74% $112.01
THE BOOK OF MORMON $1,631,432 8,752 102.63% $186.41
THE LION KING $1,753,380 13,418 100.01% $130.67
THE PHANTOM OF THE OPERA $884,788 11,133 86.71% $79.47
WAR HORSE $537,676 7,218 84.40% $74.49
WICKED $1,690,150 12,774 88.27% $132.31
Total: $19,302,941 196,997 82.37% $94.96

*Broadway Grosses provided courtesy of The Broadway League

 

The following two tabs change content below.
Michael Tubbs

Michael Tubbs

Finance and Stats at New York Show Tickets Inc.
Michael's passion for Broadway and statistics came together perfectly for his assignment as "Broadway Sales Analyst" at New York Show Tickets Inc. He loves to forecast future Broadway ticket sales, diagnose breaking trends and can spot Broadway show winners and losers long before the rest of the crowd. Favorite Celebrity: Ashton Kutcher