"The RBO said its new pricing model, which was introduced in September, would enable the venue to "maximise ticket revenue and support a financially sustainable future". "Widely adopted across theatres and cultural venues, this model allows us to respond to demand in real time while maintaining full control over pricing boundaries, including clear upper and lower limits," a spokesperson said."
"The move follows concerns raised earlier this year, when the Competition and Markets Authority (CMA) said Ticketmaster "may have misled Oasis fans" with unclear pricing for the band's reunion tour. Ticket sales in 2024 descended into chaos when fans paid hundreds of pounds more than they expected under a tiered pricing system. There were concerns that Ticketmaster had used "dynamic pricing", where ticket prices rise and fall according to demand."
The Royal Ballet and Opera introduced demand-led ticket pricing in September, allowing prices to change based on audience demand while not altering prices already in customers' baskets. Top-end tickets for Wagner's Siegfried rose from £370 to £425 for the March–April 2026 run. All tickets were sold at their original price for one week before any increase. Lowest-priced tiers, Young RBO tickets and access programmes are excluded from demand-led pricing. The model includes clear upper and lower pricing limits and follows guidance from the Competition and Markets Authority. The RBO receives £22m annual funding from Arts Council England.
Read at www.bbc.com
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