A new national survey shows that the way people pay for theater tickets has changed over the past few years, with subscription sales down but single-ticket purchases up.
The Theatre Communications Group reports this week that average subscription income dropped by 15 percent for 1,800 not-for-profit theaters between 2006 and 2010. But the number of single-ticket buyers rose by 3 percent over the same five-year period.
Sixty-two percent of the theater companies participating in the survey said they ended the year in the black — a larger number than 2008 and 2009 — even though contributions fell.
Overall attendance also fell last year, but only by 3.6 percent. The report found there was a double-digit growth in attendance at less structured events like workshops and readings.
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