Avenue Q at Warsaw Federal Incline Theater (Photo by Jennifer Perrino)

“In America, where we have diverse populations, even if you’re in a community theatre, I think it’s better to not do the show rather than do it in yellowface or blackface.”

“The show” in question is Avenue Q, the 2004 Tony Award winning send-up of Sesame Street. The speaker is Robert Lopez, the co-conceiver, co-composer and co-lyricist (with Jeff Marx) of the musical; Lopez is also an award recipient for his work on Broadway’s The Book of Mormon and Disney’s film Frozen. Lopez was responding to questions provoked by a recent article in the Cincinnati Enquirer by David Lyman, a freelance writer covering arts and culture for the paper, entitled “Yellowface: The New Blackface?” Lyman’s article was instigated by the casting of the role of Japanese immigrant Christmas Eve in the Warsaw Federal Incline Theater production of Avenue Q, which closed this past weekend.

In the piece, Lyman wrote, “It probably shouldn’t have surprised me when I saw the Warsaw Federal Incline Theater’s production of Avenue Q and found the character of Christmas Eve – “I am Japanese,” she declares at one point – played by an actress who looked white. (More on this later.) Showbiz Players did the same thing when it produced the show in 2012.” Lyman went on to write, “While casting an ethnically appropriate Asian actor may be more difficult in Greater Cincinnati than in Seattle, it is not impossible.”

Lyman was prompted to examine Avenue Q due to a Facebook colloquy begun by Cincinnati actress Elizabeth Molloy on February 7, ten days before the production began its run. It began:

How is it 2016, and I still have to explain to people that yellowface is wrong?

I mean, everyone knows that blackface is a no-no, right? (RIGHT?!). So why is it so difficult to extend that same logic to other races? Do I really have to point out that yellowface is just as terrible, just as insulting, just as disrespectful, and just as mean as blackface?

In an interview, Lyman said he did not know Molloy well, but saw her remarks because mutual friends shared them on Facebook. Lyman said that as a freelancer, he does not review every show in the area. “This [Avenue Q] was one I probably was not going to see,” he notes, but as a result of Molloy’s post, “I thought, ‘Well OK, I need to change my plans and I did.” Lyman notes that he paid for his seat.

In his article, Lyman wrote:

So is it essential that an actor look Asian? Or is it enough that a person’s heritage somehow reflect an Asian heritage? [The actress] doesn’t look particularly Asian. But according to Rodger Pille, director of communications and development for Cincinnati Landmark Productions, the Incline’s parent organization, [the actress] said that her great-great-great-grandmother was Ma’ohi, from the island of Tahiti.

“Once we knew that she did have some of that descent, we felt we could move forward with the casting,” says Pille. “That was enough for us. We didn’t want to be the arbiter of what percentage Asian she was.”

He has a point. Theaters shouldn’t have to check genetic code before they allow a person to audition for a particular role. But they should be sensitive and use common sense.

Please note that the name of the actor has been omitted above, and will not figure in this article. The responsibility for the casting lies with the theatre and production’s director. The goal here is to explore the ramifications of the casting in Cincinnati, not to in any way shame a performer who had a chance for paid work in what is surely a limited range of opportunities in the city. Warsaw Federal Incline Theater is a professional non-Equity company, described by several people as the top non-Equity theatre in the area, with sufficient influence that several individuals contacted for this article declined to be interviewed out of concern for alienating the leadership of the company.

As Lyman’s article spread nationally, it reached Erin Quill, a staunch advocate for authenticity in racial casting and, as it happens, the original understudy for the role of Christmas Eve in the Broadway company of Avenue Q. She has written her own commentary about the situation on her blog, “The Fairy Princess Diaries,” but also responded to questions resulting from Lyman’s article via e-mail. She wrote:

CE [Christmas Eve] is an immigrant from Japan. First generation. There is an obligation to showcase the character in such a way that honors the writers’ intentions. CE is Japanese. It is in the script.

I think it is fair to say that in this particular case, with a reviewer being so distracted by concerns of ‘whitewashing’ while he viewed the show in Cincinnati that he felt he had to write extensively about it – I think the Creative/Production Team did not do their job. They may be good people, but good people make bad decisions all the time.

Actors don’t cast themselves. As Ann Harada tweeted me the other day ‘Sometimes people need time for learning’ – and this is really what it is –learning where the line is drawn for an audience to buy into the show. According to that review –this casting is problematic. I for one, am glad that diversity is being discussed in Cincinnati theater, I hope it continues.

Quill went on to write,:

I believe that as we are now 15 years (gulp) down the road- you can always find a person to play the role that would be appropriate. You cannot sell me on the idea that ‘no one came in’ – and if that IS the rare instance – make a phone call and see who is out there that is available.

Saying ‘we could not find any’ is laziness.

Ann Harada, referred to by Quill, originated the role of Christmas Eve, in workshop, Off-Broadway at The Vineyard Theatre and on Broadway. Regarding the Warsaw Federal Incline production she wrote via e-mail:

I do understand the limitations of casting certain roles, but then, why do the play? I have a hard time believing they’d use a White Othello instead of just not doing Othello. That being said, I always wish I’d seen the international productions of Q like in Denmark, God knows who played Christmas Eve and Gary [Coleman] in that one.

I’ve met a few white Christmas Eves in my time, mostly adorable young girls who played her in high school. Whatever. Which is why we can’t get upset at the actress who was cast, it’s not her fault. It’s interesting and a little hurtful that her heritage was deemed “exotic” enough to pass for Japanese but ultimately it is a decision we have to lay at the feet of the producers and creative team.

In response to whether the character of Christmas Eve, with her heavily accented English, could be perceived as a stereotype, Harada wrote:

I was concerned that the role would be viewed as a stereotype but I felt it was integral to the points made in the show that the character have an accent. I know several people who expressed their dismay to me about the accent and my response was ” you don’t get it”. If I felt Christmas Eve was a stereotypical character (submissive, shy lotus blossom, good at math, that sort of thing) it might be one thing but she was so obviously tough, smart, educated and aggressive that I felt she was a fully rounded person. People do have accents. It doesn’t make them less smart or interesting or valid than people who don’t have accents.

Except for a few specific lines, the script of Avenue Q does not write in an accent or dialect for Christmas Eve. While it does drop articles and reverse pluralization of words, lines like “Ev’lyone’s a ritter bit lacist” are the exception in the text, rather than the rule. That was very intentional, said Lopez, though he warned of overdoing it. Lopez, incidentally, describes himself as “half Filipino, half a medley of Irish, English, Canadian, Latvian and other stuff.”

“I think that’s the way the performer would prefer to read the script, so that’s how we presented it,” Lopez explained. “I think there’s a description that says she speaks with a heavy accent and that’s not something that we’re trying to micromanage exactly. It’s on a performer by performer basis. I’ve seen it done even by professionals and it’s made me uncomfortable and I always give a note about it. Because there’s a line – and it’s not just a racial sensitivity thing, it’s a comedy sensitivity thing. If you play something cheap, if you play it for cheap laughs, instead of playing the truth behind it, it will always be offensive. Bad comedy always offends me in all forms. Avenue Q has that pitfall because it’s puppets. In many ways it’s cartoony, but on the other hand it’s also real, it’s also about real life. Unless the actors play the truth of the characters, the show is just a shadow of itself.”

It’s worth noting that among its various transgressive elements, which includes a gender switch in casting which calls for a actress to play the role of Gary Coleman, early workshop iterations, including its five performances at the O’Neill Theater Center in Connecticut, saw a white actress in that role. Lopez said that the original intent was meant to be merely another example of the show’s irreverence. He credits the show’s commercial producers with prompting Lopez, Whitty, Marx and director Jason Moore to cast a black actress when the show moved to full production. Lopez said he would not support a return to the casting of a white actress in that role. [In full disclosure, at the time of the 2002 workshop, I was executive director of The O’Neill Center, and while I found the casting choice very strange when I learned of it, I did not make any objection to it. In the same situation today, I would let my voice be heard speaking against the choice.]

This past Sunday, during a Democratic presidential debate, CNN moderator Don Lemon cited the Avenue Q song “Everyone’s A Little Bit Racist,” which indicated that 13 years after its Broadway debut, the show’s messages remain current.

“Sometimes I wondered about that song and sometimes I think that people don’t get the spirit in which it’s meant,” said Lopez. “It’s certainly not intended for us to relax our standards as far as the way we treat other people. The only way we can move forward is if we acknowledge where we are. So the song in that sense is relevant.”

In the wake of his article about the Warsaw Federal Incline production, David Lyman said that while he was surprised to see few responses in the article’s comments section, he had gotten “dozens of communications” in its wake via e-mail and on social media.

Describing the response as “uniformly supportive,” Lyman characterized the messages as saying, “I’m glad you brought this up. It’s about time somebody wrote something like this. I’m impressed. I’m proud of the paper for doing that.” He contrasted this with the responses he received several years ago when he called out a University of Cincinnati College-Conservatory of Music production for using the original script of the musical Peter Pan, complete with archaic representations of Native Americans and still featuring the song “Ugg-a-Wugg.” He said that in his review, he expressed the opinion, “’Well shame on them. They shouldn’t be doing that. This is the wrong century for that.’ That did not go down well. I got a fair amount of negative feedback on that one.”

Lyman also noted that he had not heard anything from the Warsaw Federal Incline Theatre itself since his article came out. For this article, multiple attempts were made, via phone and e-mail, to contact executive and artistic director Tim Perrino as well as communications/development director Rodger Pille, of Cincinnati Landmark Productions, the parent organization behind Warsaw Federal Incline. Neither responded to any of the inquiries. That gives Lopez, Harada, Quill, Lyman and even Elizabeth Molloy, who began the conversation, the final words on the subject, namely that when casting roles where race is specified, the roles should be filled by actors of that race.

But Lopez, in considering the subject of the show’s continued relevance, struck a conciliatory note while making clear what the lessons should be from and for Cincinnati, as well as any future productions of Avenue Q.

“I think that the dialogue has widened,” observed Lopez. “I think people are more comfortable sharing their opinions. I think as the conversation widens to include to everybody’s point of view, we all benefit from learning what offends people and learning what in fact their point of view is. I think we all learn from that, but unless we all talk about it, you don’t learn. In some ways, unless you cast a white Christmas Eve, you don’t learn that that’s wrong, you don’t learn that that’s not OK with people.”

Even though Avenue Q is closed, David Lyman notes that the issue of authenticity in racial casting retains great currency, not only in Cincinnati, but at this particular theatre. “Warsaw Federal incline Theatre is doing Anything Goes in June,” notes Lyman. “What are we going to see there? We’ve got these two Chinese guys. Are they going to make any effort to find Asians? I don’t know. We’re going to find out.”

Howard Sherman is interim director of the Alliance for Inclusion in the Arts and director of the Arts Integrity Initiative at The New School College of Performing Arts.

“In America, where we have diverse populations, even if you’re in a community theatre, I think it’s better to not do the show rather than do it in yellowface or blackface.”

“The show” in question is Avenue Q, the 2004 Tony Award winning send-up of Sesame Street. The speaker is Robert Lopez, the co-conceiver, co-composer and co-lyricist (with Jeff Marx) of the musical; Lopez is also an award recipient for his work on Broadway’s The Book of Mormon and Disney’s film Frozen. Lopez was responding to questions provoked by a recent article in the Cincinnati Enquirer by David Lyman, a freelance writer covering arts and culture for the paper, entitled “Yellowface: The New Blackface?” Lyman’s article was instigated by the casting of the role of Japanese immigrant Christmas Eve in the Warsaw Federal Incline Theater production of Avenue Q, which closed this past weekend.

In the piece, Lyman wrote, “It probably shouldn’t have surprised me when I saw the Warsaw Federal Incline Theater’s production of Avenue Q and found the character of Christmas Eve – “I am Japanese,” she declares at one point – played by an actress who looked white. (More on this later.) Showbiz Players did the same thing when it produced the show in 2012.” Lyman went on to write, “While casting an ethnically appropriate Asian actor may be more difficult in Greater Cincinnati than in Seattle, it is not impossible.”

Lyman was prompted to examine Avenue Q due to a Facebook colloquy begun by Cincinnati actress Elizabeth Molloy on February 7, ten days before the production began its run. It began:

How is it 2016, and I still have to explain to people that yellowface is wrong?

I mean, everyone knows that blackface is a no-no, right? (RIGHT?!). So why is it so difficult to extend that same logic to other races? Do I really have to point out that yellowface is just as terrible, just as insulting, just as disrespectful, and just as mean as blackface?

In an interview, Lyman said he did not know Molloy well, but saw her remarks because mutual friends shared them on Facebook. Lyman said that as a freelancer, he does not review every show in the area. “This [Avenue Q] was one I probably was not going to see,” he notes, but as a result of Molloy’s post, “I thought, ‘Well OK, I need to change my plans and I did.” Lyman notes that he paid for his seat.

In his article, Lyman wrote:

So is it essential that an actor look Asian? Or is it enough that a person’s heritage somehow reflect an Asian heritage? [The actress] doesn’t look particularly Asian. But according to Rodger Pille, director of communications and development for Cincinnati Landmark Productions, the Incline’s parent organization, [the actress] said that her great-great-great-grandmother was Ma’ohi, from the island of Tahiti.

“Once we knew that she did have some of that descent, we felt we could move forward with the casting,” says Pille. “That was enough for us. We didn’t want to be the arbiter of what percentage Asian she was.”

He has a point. Theaters shouldn’t have to check genetic code before they allow a person to audition for a particular role. But they should be sensitive and use common sense.

Please note that the name of the actor has been omitted above, and will not figure in this article. The responsibility for the casting lies with the theatre and production’s director. The goal here is to explore the ramifications of the casting in Cincinnati, not to in any way shame a performer who had a chance for paid work in what is surely a limited range of opportunities in the city. Warsaw Federal Incline Theater is a professional non-Equity company, described by several people as the top non-Equity theatre in the area, with sufficient influence that several individuals contacted for this article declined to be interviewed out of concern for alienating the leadership of the company.

As Lyman’s article spread nationally, it reached Erin Quill, a staunch advocate for authenticity in racial casting and, as it happens, the original understudy for the role of Christmas Eve in the Broadway company of Avenue Q. She has written her own commentary about the situation on her blog, “The Fairy Princess Diaries,” but also responded to questions resulting from Lyman’s article via e-mail. She wrote:

CE [Christmas Eve] is an immigrant from Japan. First generation. There is an obligation to showcase the character in such a way that honors the writers’ intentions. CE is Japanese. It is in the script.

I think it is fair to say that in this particular case, with a reviewer being so distracted by concerns of ‘whitewashing’ while he viewed the show in Cincinnati that he felt he had to write extensively about it – I think the Creative/Production Team did not do their job. They may be good people, but good people make bad decisions all the time.

Actors don’t cast themselves. As Ann Harada tweeted me the other day ‘Sometimes people need time for learning’ – and this is really what it is –learning where the line is drawn for an audience to buy into the show. According to that review –this casting is problematic. I for one, am glad that diversity is being discussed in Cincinnati theater, I hope it continues.

Quill went on to write,:

I believe that as we are now 15 years (gulp) down the road- you can always find a person to play the role that would be appropriate. You cannot sell me on the idea that ‘no one came in’ – and if that IS the rare instance – make a phone call and see who is out there that is available.

Saying ‘we could not find any’ is laziness.

Ann Harada, referred to by Quill, originated the role of Christmas Eve, in workshop, Off-Broadway at The Vineyard Theatre and on Broadway. Regarding the Warsaw Federal Incline production she wrote via e-mail:

I do understand the limitations of casting certain roles, but then, why do the play? I have a hard time believing they’d use a White Othello instead of just not doing Othello. That being said, I always wish I’d seen the international productions of Q like in Denmark, God knows who played Christmas Eve and Gary [Coleman] in that one.

I’ve met a few white Christmas Eves in my time, mostly adorable young girls who played her in high school. Whatever. Which is why we can’t get upset at the actress who was cast, it’s not her fault. It’s interesting and a little hurtful that her heritage was deemed “exotic” enough to pass for Japanese but ultimately it is a decision we have to lay at the feet of the producers and creative team.

In response to whether the character of Christmas Eve, with her heavily accented English, could be perceived as a stereotype, Harada wrote:

I was concerned that the role would be viewed as a stereotype but I felt it was integral to the points made in the show that the character have an accent. I know several people who expressed their dismay to me about the accent and my response was ” you don’t get it”. If I felt Christmas Eve was a stereotypical character (submissive, shy lotus blossom, good at math, that sort of thing) it might be one thing but she was so obviously tough, smart, educated and aggressive that I felt she was a fully rounded person. People do have accents. It doesn’t make them less smart or interesting or valid than people who don’t have accents.

Except for a few specific lines, the script of Avenue Q does not write in an accent or dialect for Christmas Eve. While it does drop articles and reverse pluralization of words, lines like “Ev’lyone’s a ritter bit lacist” are the exception in the text, rather than the rule. That was very intentional, said Lopez, though he warned of overdoing it. Lopez, incidentally, describes himself as “half Filipino, half a medley of Irish, English, Canadian, Latvian and other stuff.”

“I think that’s the way the performer would prefer to read the script, so that’s how we presented it,” Lopez explained. “I think there’s a description that says she speaks with a heavy accent and that’s not something that we’re trying to micromanage exactly. It’s on a performer by performer basis. I’ve seen it done even by professionals and it’s made me uncomfortable and I always give a note about it. Because there’s a line – and it’s not just a racial sensitivity thing, it’s a comedy sensitivity thing. If you play something cheap, if you play it for cheap laughs, instead of playing the truth behind it, it will always be offensive. Bad comedy always offends me in all forms. Avenue Q has that pitfall because it’s puppets. In many ways it’s cartoony, but on the other hand it’s also real, it’s also about real life. Unless the actors play the truth of the characters, the show is just a shadow of itself.”

It’s worth noting that among its various transgressive elements, which includes a gender switch in casting which calls for a actress to play the role of Gary Coleman, early workshop iterations, including its five performances at the O’Neill Theater Center in Connecticut, saw a white actress in that role. Lopez said that the original intent was meant to be merely another example of the show’s irreverence. He credits the show’s commercial producers with prompting Lopez, Whitty, Marx and director Jason Moore to cast a black actress when the show moved to full production. Lopez said he would not support a return to the casting of a white actress in that role. [In full disclosure, at the time of the 2002 workshop, I was executive director of The O’Neill Center, and while I found the casting choice very strange when I learned of it, I did not make any objection to it. In the same situation today, I would let my voice be heard speaking against the choice.]

This past Sunday, during a Democratic presidential debate, CNN moderator Don Lemon cited the Avenue Q song “Everyone’s A Little Bit Racist,” which indicated that 13 years after its Broadway debut, the show’s messages remain current.

“Sometimes I wondered about that song and sometimes I think that people don’t get the spirit in which it’s meant,” said Lopez. “It’s certainly not intended for us to relax our standards as far as the way we treat other people. The only way we can move forward is if we acknowledge where we are. So the song in that sense is relevant.”

In the wake of his article about the Warsaw Federal Incline production, David Lyman said that while he was surprised to see few responses in the article’s comments section, he had gotten “dozens of communications” in its wake via e-mail and on social media.

Describing the response as “uniformly supportive,” Lyman characterized the messages as saying, “I’m glad you brought this up. It’s about time somebody wrote something like this. I’m impressed. I’m proud of the paper for doing that.” He contrasted this with the responses he received several years ago when he called out a University of Cincinnati College-Conservatory of Music production for using the original script of the musical Peter Pan, complete with archaic representations of Native Americans and still featuring the song “Ugg-a-Wugg.” He said that in his review, he expressed the opinion, “’Well shame on them. They shouldn’t be doing that. This is the wrong century for that.’ That did not go down well. I got a fair amount of negative feedback on that one.”

Lyman also noted that he had not heard anything from the Warsaw Federal Incline Theatre itself since his article came out. For this article, multiple attempts were made, via phone and e-mail, to contact executive and artistic director Tim Perrino as well as communications/development director Rodger Pille, of Cincinnati Landmark Productions, the parent organization behind Warsaw Federal Incline. Neither responded to any of the inquiries. That gives Lopez, Harada, Quill, Lyman and even Elizabeth Molloy, who began the conversation, the final words on the subject, namely that when casting roles where race is specified, the roles should be filled by actors of that race.

But Lopez, in considering the subject of the show’s continued relevance, struck a conciliatory note while making clear what the lessons should be from and for Cincinnati, as well as any future productions of Avenue Q.

“I think that the dialogue has widened,” observed Lopez. “I think people are more comfortable sharing their opinions. I think as the conversation widens to include to everybody’s point of view, we all benefit from learning what offends people and learning what in fact their point of view is. I think we all learn from that, but unless we all talk about it, you don’t learn. In some ways, unless you cast a white Christmas Eve, you don’t learn that that’s wrong, you don’t learn that that’s not OK with people.”

Even though Avenue Q is closed, David Lyman notes that the issue of authenticity in racial casting retains great currency, not only in Cincinnati, but at this particular theatre. “Warsaw Federal incline Theatre is doing Anything Goes in June,” notes Lyman. “What are we going to see there? We’ve got these two Chinese guys. Are they going to make any effort to find Asians? I don’t know. We’re going to find out.”

Howard Sherman is interim director of the Alliance for Inclusion in the Arts and director of the Arts Integrity Initiative at The New School College of Performing Arts.

If supply and demand is a fundamental tenet of economics, then the tweet offer last summer from New York’s Soho Rep, during its sold-out run of Uncle Vanya, made no sense – “99¢ Sunday performance tonight at 7.30pm”. Why would it undermine something so desired as a seat to this show? Why wasn’t the price for this heretofore unavailable cache of seats $299.99?

As explained on its website: “Soho Rep is thrilled to offer 99¢ Sundays on selected Sunday performances to make our shows accessible to the widest audiences possible.”

The catch was that one could only buy the tickets, in person, an hour before the show. While admiring the gesture, I had visions of hundreds of people showing up and most being disappointed, because Soho Rep seats only 75.

Certainly one could look at this offer and think it is great value. That is true for those who were able to buy a seat. For those who were turned away, it was a disappointment and loss of time. And time, to use another basic economic tenet, is money. These days, however, the cost-value equation in theatre is vastly more complicated than ever before. As price has become fluid, it is hard to determine where true value lies.

When people wait in line, sometimes overnight, for the Public Theater’s free Shakespeare in Central Park, the ticket they get is indeed gratis. But if seven or eight hours sleeping among strangers outdoors results in attendance at a disappointing show, which can happen, then there was a high cost for little value (or, with a great show, a cashless bargain), calculable only by a subjective assessment of the worth of each individual’s time (although the overnight experience is its own type of participatory theatre).

While the time commitment necessary for acquiring tickets for Shakespeare in the Park is likely much greater than that required for 99¢ Sunday at Soho Rep (unless one is lucky enough to secure a ticket through the ‘virtual line’ online), the odds are also more favourable, since the open-air Delacorte seats some 2,000 per performance and every single performance is free, although the commitment to acquire a ticket carries risk through the final curtain – should it begin to rain ten minutes into the performance, the show may have to stop and all value is lost.

To go to the opposite end of the spectrum, take Book of Mormon, arguably the hottest ticket on Broadway. The least expensive ticket is priced at $69, but if you can secure one, it may well be for a performance months away. If you do not want to wait so long, you can, if you can afford it, buy a VIP seat for up to $500. This is a pure case of supply and demand, but it is not new. Eleven years ago, The Producers began offering premium seating at $488 per ticket. There were, then as now, various expressions of dismay, but desire trumps thrift.

Some might argue that the scarcity and cost of Mormon serves to make the experience even more valuable, as price can be an expression of worth. Having seen the show becomes a status symbol. In a unique move, perhaps an effort to diffuse frustration on the part of thwarted or economically constrained would-be ticket buyers, Mormon periodically holds ‘fan appreciation day’ performances, distributing tickets for free, akin to the Shakespeare in the Park model.

What falls between these scenarios? Rush tickets, sold on the day of the show or shortly before curtain, have been common in regional theatre fordecades. Somewhat newer ‘pay what you can’ performances are offered by some companies at early previews. Broadway shows have adopted the ‘ticket lottery’ model, holding back front-row seats at young-skewing shows such as Wicked or American Idiot, available at low price through a raffle two hours prior to curtain. In most of these cases, access to the theatre itself is essential. Every instance carries risk (will you get a ticket?), personal cost (time and effort) and value (cheap tickets).

In the UK, the Barclays Front Row scheme at the Donmar Warehouse is a lottery-rush hybrid, guaranteeing 42 low-priced seats at each performance, sold Monday mornings for the coming week (with a website clock counting down to the moment of release).

Discounting is rife on Broadway. All but the biggest hits usually have discount offers, sometimes as much as 40% off the declared value, that can be uncovered with an internet search, or in your mailbox if you are a regular theatregoer. Discounts not only allow, but also encourage, advance sales, with no great time investment. Producers trade savings for guaranteed money in the till.

The TKTS booth in Times Square may yield a 50% off price, only day-ofshow and it requires your time and presence, as lines can be long and subject buyers to the vagaries of weather (in contrast to the Leicester Square booth in London, where I have never waited more than five minutes). Both the UK and US TKTS booths have partially reduced potential disappointment by listing available shows online or by mobile app. The actual discount can be variable.

In another iteration of price/value matrix for theatre tickets, dynamic pricing seems the most clear-cut exemplar of supply and demand. I say ‘seems’ because those who employ such systems, in which prices shift according to popularity, tend only to shift prices upward opportunistically, such as increases during holiday weeks, or as a limited run approaches capacity. Price reductions are not usually found at the box office. Price charts in Broadway theatres are now all displayed on video monitors, the easier to alter as needed. Dynamic pricing is not employed only by commercial productions – subsidized theatres use it as well, raising for some the question of whether not-for-profit theatres are now pursuing profits, or simply maximising their income to support ongoing artistic and community efforts.

There is one more model of the theatrical price-value challenge, seen in the £12 Travelex season at the National Theatre in London and the $25 price for all seats, thanks to Time Warner, at New York’s Signature Theatre. These both offer great value at a most reasonable cost, as both are exceptional companies. The sponsors that make such programmes possible, as well as the theatre staff who secure the funds, are to be applauded. But with the stated goal of making theatre accessible to everyone, it is interesting to consider what both the short-term and long-term implications will be. When top-notch theatre is offered at an artificially low price, does it make the challenge of selling tickets for every competing organization that much more difficult? Could these prices simply be providing those who can afford market price a discount they never sought? Will patrons forgo comparable theatre devoid of subsidy?

In the jungle of discounts and rising costs, we have to look at the National, Donmar and Signature efforts, and others like them, as the start of admirable and essential long-term experiments. Since low-priced tickets are not being offered simply to fill houses, but to make tickets more generally accessible, they are bellwethers that can tell us if price is indeed a barrier to theatre attendance, and if, by removing that impediment, theatre can draw in new and younger audiences.

Signature’s can only be studied at some point in the future, as every ticket is low-priced, flat rate and subsidised for years to come. The National reports that annually, 22% of the Travelex tickets are sold to first time attendees. The very early weeks of the Donmar plan shows some 40% of the Front Row seats going to patrons new to their customer rolls.

As the means of selling and acquiring tickets mirror conventional marketplace practices, while at the same time initiatives rise up to spur sales to more demographically and economically differentiated audiences, the matrix of price and value becomes ever more complex. For producers, there is flexibility to adapt as never before. For patrons, the price points can become advantageous or prohibitive. Hopefully, in this new and perpetually evolving world, theatregoing will not be predicated and expanded solely on the cheapest access possible, but on the fundamental and incalculable premise of the art of the theatre itself having meaning for those who seek to attend.