What Price Entertainment?

Chris Blamires

Examines the role of pricing in marketing the arts. The particular way in which price is important in the arts is discussed in detail: the evidence is that it is important, but only in the context of a specific event which is valued (for other reasons); price is not important for an event that has no value to the recipient.
  

What Price Entertainment?

Chris Blamires AIM Research Ltd and Decision Modelling Consultancy

INTRODUCTION: PRICING AND THE ARTS

Frequently within the arts, pricing is afforded relatively little detailed consideration. It may be agonised over briefly, but once considered, a decision is quickly made, and preparations continue for the event or events planned.

This is understandable, given the relatively clear cut pricing norms which exist by event type, both in the minds of the organisers, and in the minds of the potential attenders (Walshe 1990).

Yet price is an essential element in the consumer decision process within any...

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