For hit Broadway shows, winning a Tony (or nine) makes all the difference in the world. Case in point: “The Book of Mormon,” which took Broadway by storm when it opened in March and just won top honors at this weekend’s Tony Awards ceremony. The day after the production received the coveted awards for Best Musical, Best Score and Best Book, producers hiked ticket prices across the board.
Orchestra and front mezzanine seating is now $13 more than before the Tonys, the highest-priced tickets in that section (with the exception of holiday weekends) now selling for as much as $155 per show. Non-premium pricing on holiday weekends takes the most costly tickets to $175.
Premium seating (traditionally the best seats in the orchestra and mezzanine) is now selling for up to $477 per show. Aisle seating, also a popular commodity, is selling for $182 per ticket, sold only in pairs.
Leor Zahavi, founder and CEO of New York-based secondary ticket company Admit One, told TicketNews that he has seen no change in sales for the show since its Tony wins and price increases, with ongoing robust sales sustaining through the weekend and this week.
“[The pace of sales is] pretty much in line with what it was before it won. It was good before, and it’s good now,” Zahavi said. Even the soundtrack to the musical is selling well, breaking into the top five on the current Billboard album charts.
According to figures recently released by The Broadway League, the Great White Way is coming off a record-breaking 2010-11 season, with overall ticket sales grossing just under $1.1 billion. Sales were helped by “The Book of Mormon’s” late season surge in sales, which now look to continue to help boost the current Broadway season with perennial favorites “Wicked” and “Jersey Boys.”
With book, music and lyrics by “South Park” creators Trey Parker and Matt Stone and “Avenue Q” creator Robert Lopez, the play opened in late March to rave reviews and packed houses, taking number one or two on TicketNews’ Top Broadway and Top Theater rankings since that time.
Now, with nine Tony wins in its first year out — other awards included Best Direction (Parker and co-director Casey Nicholaw) and Best Performance by a Featured Actress (Nikki M. James) — there seems to be no stopping this train, even in the wake of this week’s price hikes.
To date, “The Book of Mormon” has earned roughly $14.9 million, with the latest advance sales adding another $20-$30 million to the show’s coffers.