National Theatre introduces surge pricing to subsidise discount tickets for the unemployed and union members
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The National Theatre has adopted dynamic pricing to fund discounted tickets for students, unemployed and union members, a move that will see middle-class families paying substantially more for performances.The publicly funded institution confirmed it has begun adjusting prices in line with supply and demand to maintain its commitment to keeping a quarter of all seats at £30 or below.While these cheaper "accessible" tickets can be purchased by anyone, they are restricted to two per customer.Additionally, "reduced standby" seats priced between £20 and £30 become available exclusively to unemployed people, students and union members one hour before the curtain.
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TRENDING Stories Videos Your Say The pricing disparities have already sparked concern among theatregoers.
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One father reported being quoted £440 to take his partner and two children to a Saturday matinee of War Horse in June, while another family received a quote of just £160 for comparable stall seats at a Monday evening showing...
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