By Isaac Butler
If you happen to read Adam's interviews with playwrights, you're probably struck by two things: (1) some of the people are almost certainly made up and (2) most playwrights think that ticket prices are too damn high. And I agree! Ticket prices are too damn high.
Well, it looks like here in Minneapolis, Mixed Blood is about to call a lot of people's bluff on this front, as they've announced they will stop charging admission for Mainstage shows for the next three seasons.
I personally am very curious to see what happens as a result of this. I do not believe that lowering ticket prices in a panacea (although I think in conjunction with some things, it'd be a boon). I also am concerned that people don't tend to value things that they don't pay for, and wonder if perhaps reducing tickets to a nominal $5 might have been a stronger choice from a behavioral economics perspective. Be that as it may, this is a bold experiment that hopefully will provide the American Theater with an object lesson in... something. We don't know yet, but we have three years to find out.