Tourists and holiday splurges contribute to a 30% increase in Broadway ticket sales and prices
Thanksgiving week proved to be a bountiful harvest for Broadway, with box office numbers and ticket prices soaring by nearly 30% compared to the previous week. The influx of tourists in New York City, coupled with theatergoers willing to splurge on higher-priced holiday seats, contributed to the success. Additionally, the annual Macy’s Thanksgiving Day Parade played a significant role in promoting Broadway’s offerings. With a total of 26 shows on the boards, the combined gross revenue reached an impressive $34,512,033, marking a 28% increase from the previous week’s $27,060,113. This surge in receipts can be attributed to a 27% increase in average ticket prices, which rose to $151 compared to the previous week’s $118. Despite the higher prices, Broadway managed to maintain a steady attendance rate, with 90% of seats filled during the holiday week.
Merrily We Roll Along and & Juliet Break House Records
Nearly all productions experienced a surge in ticket sales during Thanksgiving week. Merrily We Roll Along and & Juliet were among the standouts, both setting new house records at their respective venues. Merrily We Roll Along took in an impressive $2,046,288, surpassing its own previous record at the Hudson Theatre. Similarly, & Juliet grossed $1,459,276, surpassing the previous high-water marks set by Beautiful at the Sondheim Theatre.
Blockbuster Shows Continue to Thrive
The Thanksgiving week increases were not limited to recent arrivals on Broadway. Long-standing hits such as The Lion King and Wicked also saw significant jumps in their box office numbers. The Lion King grossed a staggering $2.9 million, an increase of $867,691 compared to the previous week. Similarly, Wicked took in $2.6 million, reflecting a $792,588 increase.
Minor Exceptions to the Upward Trend
While the majority of shows experienced a boost in ticket sales, four productions bucked the upward trend. A Beautiful Noise, Harmony, How To Dance In Ohio, and Purlie Victorious saw a slight decline in their box office numbers. However, it is worth noting that it is still too early to determine the impact of the Thanksgiving Parade performances. In particular, How To Dance In Ohio, which is currently in previews and set to open on December 10, may see an eventual uptick in sales due to its spotlight in the NBC broadcast.
Ticket Price Standouts
With ticket prices surging across the board, several shows stood out in terms of average ticket price. Merrily We Roll Along topped the roster with an average price just shy of $265, followed by The Lion King at $217 and Hamilton at $214. & Juliet also commanded higher prices, with an average ticket price of $178, while MJ came in at $177.
Conclusion:
Thanksgiving week proved to be a prosperous period for Broadway, with box office numbers and ticket prices experiencing a significant boost. The combination of increased tourist traffic, holiday splurges, and the Macy’s Thanksgiving Day Parade contributed to the success. While most shows saw a surge in ticket sales, a few experienced a minor decline. However, it is important to note that the impact of the parade performances and other factors may still influence future sales. With Broadway’s season-to-date gross revenue reaching $769,657,462 and total attendance at 6,266,119, the industry continues to thrive, offering a diverse range of productions that captivate audiences from around the world.
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