Theater makes a good example for the concept of break even. This recent news tidbit noted that the revival of West Side Story had recently recovered its initial investment $14 million. I recently enjoyed this show at The Palace theater and while many other shows sell discounted tickets, the producers of WSS have elected not to do so. In their case, they have obviously elected to not set that precedent and count on the fact that demand will provide for adequate crowds to break even.
http://www.nytimes.com/aponline/2009/09/30/arts/AP-US-Theater-West-Side-Story.html
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