Some popular Broadway shows will sell discount tickets even if they do not need to. They aim to achieve both goals without damaging the brand of the show (by giving away really cheap or free tickets). The goal for Broadway shows is to bring in as many people as possible to see a show, while still making the show profitable. Bringing All Walks of Life to Broadway Shows This is especially true for a show when its Broadway show ticket sales starts to flag. The initial investment cost of putting on a Broadway show is quite high, so Broadway show producers often set the ticket prices high and will then discount the show tickets to generate some momentum down the line. Most Broadway shows do not last more than 3 months on the boards, while a few popular Broadway shows can stick around for many few years, as long as the show continues to sell tickets. The Broadway show list is often in flux as new shows are opening and end-of-run shows are closing all the time. Broadway's Great White Way has 40 active theatres and as many Broadway shows can be performing at any one time.
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