Jakeevan942 said: "JSquared2 said: "ACL2006 said: "Yet the producers of WICKED refuse to put the show up on TKTS. I believe that, for a while, they've been closing off the back of the mezzanine for weeknight performances. Why not just offer those seats on TKTS?"
It's all about perception. Most producers and marketing people believe that once people know that discounts are available, that's the end of full priced tickets. The producers would rather take the short term loss that risk losing far more in the long run.
"
Wicked has made enough money as a global product that the show can weather a few weeks of just doing break-even business. They don't want to diffuse the brand by going to TKTS, discount codes, etc, which is why we haven't seen either of those things from the show since the first year.
And regardless, I'm sure they'll get quite a bit of major market, national press out of Wicked Day weekend for the 20th anniversary this year, which should bring a renewed focus to the musical. "
And the movies, of course, if we decide to play the longer-term game.
“I am furious, but I am sailing.”