LOS ANGELES – Ap– Ticketmaster, a Live Nation Entertainment, Inc. – Enables Venues, Teams, Artists, and Promoters to Efficiently Value Ticket Inventory in Real-Time –
– Partnership Brings Unique Demand Forecasting and Yield Management Expertise to the Live Entertainment Industry – Ticketmaster Partners with MarketShare TO DELIVER DYNAMIC PRICING TOOL Sometimes technology is awesome, but in this case, we're guessing it'll cause a lot of moaning from fans who are scoffing at the new ticket prices on those premium seats. We're being a bit sarcastic, but we wouldn't be surprised if that isn't far from the truth. You can spend $1000 on a front-row Coldplay seat from a scalper, or you can spend $1200 ($1000 + a laughable $200 "service charge," we're sure) from Ticketmaster. We have all ideas that, to the consumer, the end result will be the same. What remains to be seen is how this will work. The new scheme is set to roll out later this year for select leagues and venues.
This basically means that a front-row seat could cost more than a 5th row seat, and that can change dynamically depending on the demand rush. A new partnership with MarketShare will allow Ticketmaster to develop a suite of sophisticated dynamic pricing tools to help clients set and adjust prices for their live events. So, they're working to bite into that market themselves. The truth is, Ticketmaster hates losing out on all of the money in the secondary market, particularly for huge shows where front-row seats can demand thousands on StubHub and similar sites. The company has just launched a new Dynamic Pricing Tool, which they claim will allow fans to buy more seats rather than having to find them on the secondary market. And now, there's even more reason to complain. It's hard to find anyone actually with a glowing thing to say about Ticketmaster. Average artists don't like 'em, average consumers don't like 'em. Ticketmaster has been one of the "necessary evils" in the ticket business for a long, long time.