Details about the 2 for 1 Broadway show ticket offers offered at Broadway Week in NYC
Broadway show producers will often provide a special ticket offer which is priced at two for the price of one.
The 2 for 1 ticket offer equates to a 50% ticket discount which is often the very lowest discount that a show is allowed to discount to, regardless of how much they would actually like to discount their prices to.
Who Decides The Broadway Ticket Pricing Model
The Shubert Organization sets the pricing structure for all Broadway shows that they sell through Telecharge (which is 80% of all Broadway theatres), so it's not up to the show producers themselves on how low their ticket discount can go. The Broadway producer also has very little say in what the regular pricing for their show is.
Brian Mahoney, Vice President of Ticket Sales at the Shubert Organization, has an important role in making sure no one Broadway show starts undercutting in order to fill their seats (and their pockets) at the expense of the whole set of other Broadway shows. So, the 2 for 1 discount model is the very lowest that the Shubert Organization will allow; it's an example of market protectionism or even business socialism, as the free market economy on Broadway ticket pricing is not allowed to develop. Having said that, there are also restrictions on the upside price of tickets, but each year it appears that the base "high" price creeps ever higher. .A similar "Market Protectionist" approach can be seen (and is taught at every business school this side of Loyola) with the now-famous decision by the Champagne region in France, where they toyed with discounting their products as their costs were being lowered by new technologies. They proposed offering a 2 for 1 deal on bottles of Champagne, but the idea was nixed by the association of Champagne growers and to further prop up the pricing of their product the Champagne producers collectively agreed to pick 32% fewer grapes and reduce bottles produced by 44% in the wake of falling demand. Of course, this doesn't mean that Broadway has falling demand, but it does show that the Broadway League has a vested interest in keeping Broadway show prices on an even keel, with the 2 for 1 being the very lowest they allow.
Where Can You Find 2 for 1 Tickets?
The 2 for 1 Broadway ticket deal can often been seen at the TKTS BOOTH IN TIMES SQUARE, where many tourists and locals go to buy discounted Broadway tickets. The TKTS half price ticket offers were once known "twofers," although more recently the discount offer has been anything between 50% and 20% discount, so the twofers name no longer consistently applies.
NEW YORK CONVENTION AND VISITORS BUREAU often features a 2 for 1 Broadway offer, usually in the winter and the summer. The promotion is known as "On The House".
During a new initiative known as BROADWAY WEEK, which takes place during the end of January and beginning of February (the toughest months for Broadway sales), 2 for 1 tickets are offered.
The Broadway League's program KIDS' NIGHT ON BROADWAY is a periodic event in which numerous Broadway shows offer a 2 for 1 ticket deal that allows a child aged 6-18 to get a free ticket when accompanied by an adult who has paid full price.
Broadway 2 for 1 ticket offers are also occasionally sent directly to potential Broadway ticket buyers through EMAIL OFFERS that allow buyers to get the 2 for 1 ticket deal when they use a special discount code.
Buying Broadway 2 for 1 Tickets
2 for 1 ticket deals are sometimes processed in a confusing way when you purchase these deals online. For instance, if you are on Telecharge.com and input a 2-for-1 discount code, and then select 2 tickets, you might expect that the order summary would show that one ticket is full price and that the second ticket is free. However, because of the way these ticketing systems are set up, they can't "sell" you a ticket for free. So what they do instead is calculate each ticket at half price. There is no need to worry, though, since that is clearly the equivalent of getting two tickets for the price of one.