Author: Baumol, William J. and Baumol, Hilda

Publication Year: 1973

Media Type: Report

Summary:

Prepared for the Theatre Development Fund through Mathematica, Inc., Princeton, New Jersey.

Abstract:

Prepared for the Theatre Development Fund through Mathematica, Inc., Princeton, New Jersey.

CONTENTS
Preface by Hugh Southern.
Report of the study and summary of findings.
Introduction.
Objectives of the study.

TKTS [Times Square Theatre Center] operations:

Administration, ticket revenue and volume.
Publicity and other sources of information.
Participation of Broadway productions.
Availability of tickets by time of performance.

TKTS audience:

Composition of TKTS patrons and comparison with general Broadway audience.
Impulse buying.
The new audience.

TKTS contributions to theatre:

Contribution to audience size and theatre grosses.
Box office data and TKTS contributions to revenues.
The interviews and contributions to the audience.
An alternative estimate of net revenue contribution.
Competition with other marketing agencies.
Purchase of tickets that were not customer's first choice.

Proposals for modification of TKTS:

Modifications undertaken.
Improved amenities for ticket purchasers.
Attitudes toward TKTS.
Publicity.
The opening of additional TKTS booths.
Variations in ticket discounts.

Appendix:
     A. Survey methodology and questionnaires.
     B. Information on TKTS users.
Footnotes [bibliography].

Arts & Intersections:

Categories: Participation