The Theatre Development Fund implemented a new rule yesterday that all TKTS booth locations will now display the discounted price per ticket, instead of percentage discounts.
TKTS, which has been in business since 1973, makes theatre affordable with same-day tickets for 20 percent to 50 percent off the original full-price ticket. Their sales make up for $2.5 billion in revenue from thousands of Broadway and Off-Broadway shows. Booths are centered in various spots around New York City, but only show the discount percentage. Now, booths will display the total price of a ticket, including service charges. If a show has multiple discounts, those prices will be listed as well.
TDF, which operates TKTS, tested the change at the Lincoln Center booth in August and plans to implement the change at the Times Square an Seaport locations.
“As ticket pricing has become more complex over the past few years, just having the percentage discount listed was not providing sufficient information to the many tourists and New Yorkers who use the booths,” Victoria Bailey, TDF’s executive director, said in a statement. “By having the prices displayed, individuals and families can not only decide on which shows they’d like to see, but which best fits their budget.”