At this point, Broadway may as well rename itself Martha’s Vineyard. The NY Times reports this weekend that the still-previewing production of Othello with megastars Denzel Washington and Jake Gyllenhaal has a top price of $921 for a single seat and has attracted an average — average! — ticket price of $361.90. That’s before the show has even opened or been reviewed. Its lowest-priced ticket for full-view seats is $197, and even those seats are reportedly scarcer than usual.

Yes, it’s a star vehicle, the producers are simply responding to demand, costs are high, there are other lower-priced shows, and so on. But basically this is a show for the rich; the rest of America need not apply. While it’s heartening in a way that Shakespeare can command the highest prices on Broadway, the message that this is sending is going to drive away a large segment of the population, an ominous development for the industry. People may go to specific shows, and tourists will always be there. But is there going to be anything like a theatergoing habit in the future? Producers have created a cost structure that is going to strangle them in the end. Continue reading →