Broadway Audiences Peak but Ticket Sales Hit Record

Broadway’s annual audience has hit a plateau of about 8 million people but its gross ticket sales of 1989-90 were up 8%, reflecting a rise in box office prices of up to $60 a ticket, the League of American Theaters and Producers said today.

The league’s report on the season, which ended last Sunday, noted that gross ticket sales had set a record for the third consecutive year and were at an all-time high at $283 million. Ticket sales for the 1988-89 season were $262 million.

The news from the road was even better.

Box office receipts for Broadway shows touring the United States and Canada soared to a new record of $367 million, a 43% increase from $256 million last season. The national audience was 12.9 million according to the number of tickets sold, up 33% from 9.7 million last season.

Road companies of Broadway shows had a total of 944 playing weeks, an increase of 9% over last season.

Broadway’s gross ticket sales increase of 8% was realized despite fewer playing weeks, 1,061, for all 35 productions on Broadway, compared to last season’s 1,116 weeks, and could only be ascribed to higher ticket prices.

The season saw orchestra seats for a musical--”Jerome Robbins Broadway”--hit $60 for the first time, up $5 from the $55 ticket price for such hits as “Les Miserables,” “Phantom of the Opera,” “City of Angels” and “Grand Hotel.” Musicals accounted for 75% of gross receipts and 67% of attendance.

The top price for straight plays was $50, with some charging $40 and $45. Plays represented only 24% of gross receipts and 32% of attendance. The league said the average theatergoer paid $35.25 for a ticket, up 7% over last season.

Attendance totaled 8.03 million tickets sold, slightly up from last season’s 7.97 million but down from 8.14 million for 1987-88, an all-time high.