Ars Nova, the non-profit theatre and production company based in New York, has announced that it will introduce a ‘name your price’ initiative for ticketing at its events.
To coincide with the theatre’s 20th anniversary season, attendees will pay at least $5 per ticket, but will then decide how much they would like to pay – up to $100 – in $5 increments.
The theatre is committed to developing plays, comedy and music events that are created by artists in the early stages of their careers.
The initiative will begin on October 6 and cover all shows at Ars Nova’s base in Hell’s Kitchen, as well as the organisation’s two productions at Greenwich House during the 2022-23 season.
“We’re serving up a multitude of innovative outside-the-box theater, and making it easier than ever for you to be a part of the action,” Ars Nova said.
“What’s Ars is Yours: Name Your Price is rooted in our mission to make the smart, surprising new work of New York City’s most promising emerging artists accessible to the next generation of theatre-goers, and is an expansion of our long-standing Ticket Subsidy Initiative.”
The Ticket Subsidy scheme had ensured tickets were available for Ars Nova’s ‘Off-Broadway Premiere Productions’ at no more than $35 for every performance during an initial run.
Tickets for Ars Nova’s most recent show, ‘Oratorio for Living Things’, ranged from $35 to $95.
Image: Ars Nova