Details About The Annual 2-for-1 Broadway Show Ticket Offers Available During "Broadway Week" in NYC In The Flat Ticket Sales Seasons of Winter and Fall
Broadway Week: Is It Overrated or Under-Utilized?
#NYCBroadwayWeek Broadway Week is an event by Broadway show producers that provides a special ticket offer. Broadway tickets are often priced at two for the price of one during this promotion. The 2-for-1 ticket offer effectively equates to a 50% ticket discount on each ticket. This 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 For Broadway Week?
The Shubert Organization sets the pricing structure for all Broadway shows during Broadway Week, 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 and it is also true when Broadway Week comes around.
Broadway Week Originally Created by Brian Mahoney at the Shubert Organization
Brian Mahoney, Vice President of Ticket Sales at the Shubert Organization, had 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.
Only Ticket Prices that the Shubert Organization Approves are Available
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. Broadway Week is the one time that market forces can get Broadway ticket prices lower than usual.
What Are the Offers for Broadway Week in 2022?
Broadway Price Fixing and Price Protectionism Case Study
Similar to the Broadway price fixing model, the "Market Protectionist" approach can be seen in other industries. The subject is often taught at business schools and the phenomenon has been justified in sorts of ways.
The one example of price fixing is the now-famous decision by the Champagne region in France, where they toyed with discounting their sparkling prestigious product as their costs were continuously being lowered by new technologies and the amount of product was exceeding their demand.
2 For 1 Pricing Deal on Champagne
Members of the Champagne conglomerate had proposed offering a 2-for-1 deal on bottles of Champagne, but the idea was nixed by the general membership of the association of Champagne growers. 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 Shubert Organization and 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 would ever allow, even if they could go lower.
Where Can You Find Broadway Week 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.
When is Broadway Week?
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 an 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.
Other 2 For 1 Ticket Offers on Broadway
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.