Mariinsky’s price tipping point

Mariinsky Ballet tickets went on sale last week for the company’s eight performances during the Lincoln Center Festival in July, but the demand so far has been soft.  There have been no long lines – unlike what is seen when ABT and Met Opera single tickets initially go on sale.   The Mariinsky may have finally stumbled upon the tipping point for prices which New Yorkers are willing to pay to see a less than classic program.  By pricing its tickets far above those demanded by ABT and the Met Opera – in some cases as much as 100-150% more – the Mariinsky is betting on the non-traditional ballet audience of operatic wealth or neighborhoods rich with Russian heritage to splurge on a night at the ballet to see a non-classical program which is not likely to display the company’s unique, traditional strengths.  Maybe it’s a good bet; maybe it’s not.  The amount that will have to be spent on advertising to fill the seats could easily exceed any gains delivered through the over-pricing.

*  Here's what the press release said about Mariinsky pricing:
   "Tickets: $225, 125, 95, 80, 50, 40, 30, 20"

** Not a true comparison of price value since the theater is so much smaller
    than the Met and the sight lines in every section are superior.