Dynamic pricing means that ticket costs can go down as well as up and it is a necessary tool for ensuring theatre remains sustainable, says Richard Howle

British theatre is not pricing audiences out, it is simply raising the funds it needs to survive and continue providing the public with world-class entertainment, says Richard Howle

The Stage’s ticketing survey shows producers are making an attempt to keep entry-level prices low, but the lost revenues must be made up somewhere – hence those high top figures, says Richard Howle

Ticketing staff have weathered the storm of cancellation upheaval caused by the pandemic, but the tight squeeze on people’s finances will require greater flexibility from the industry in the battle for punters, says ticketing expert Richard Howle