‘Sunset’ for $5 Less--for a While

Lower ticket prices for “Sunset Boulevard”? It’s true--during the July 5-26 “previews” of Faye Dunaway and Rex Smith, the show’s new leads, prices have been reduced by $5.

George Wachtel, director of research for the League of American Theatres and Producers can’t remember a precedent. “I don’t know of a star cast change where they ever lowered prices” during an interim period, Wachtel said.

So why are they doing it?

“It is a unique situation to Los Angeles,” explained Edgar Dobie, head of U.S. operations of “Sunset” producer-composer Andrew Lloyd Webber’s Really Useful Co.

In 1990, when Robert Guillaume replaced Michael Crawford in the Los Angeles production of Lloyd Webber’s “The Phantom of the Opera,” the producers did not lower ticket prices--and critics arrived on the second night, Dobie said. In L.A., “regular ticket prices meant anyone could be reviewed.”

However, “we would like to give (Dunaway and Smith) the opportunity to complete the work on their performances” before critics see them. So he hopes critics will stay away during the lower-priced previews. “We accept the rules of the game,” Dobie said.

He added that Dunaway’s stature means it won’t be “a normal cast replacement. It has a special event standing.” Lest anyone interpret the lower prices as an indication that the show won’t be up to snuff, Dobie said he was sure the July 5-26 performances will be “every bit as enjoyable. . . . They will be full-blown performances.”

Those who have already bought tickets to the period in question can get $5 back by taking or mailing the tickets to the box office. If you plan to get your five bucks back just prior to the performance you’re attending, arrive early--there may be a long line.

SUCH A DEAL?: Speaking of lower ticket prices, Theatre LA is opening a new source of theater ticket discounts.

Individuals and businesses may now become associate members of Theatre LA, an organization that until now had just represented theater producers. The annual cost for associate memberships: $35 (individuals) or $50 (businesses).

The biggest lure for associate members may be the promise of good deals on tickets, released on a limited basis by theaters who belong to Theatre LA--which includes most of the theaters in town. PIN numbers will serve as keys to members-only ticket discounts offered over Theatre LA’s (213) 688-ARTS phone information line.

These discounts are not to be confused with the half-price same-day tickets already offered over the 688-ARTS line. Those same-day discounts will continue and are available to anyone who calls that number on a day when theaters have released half-price tickets.

The new discounts for associate members will allow more lead time in planning and could eventually offer a wider variety of deals. For example, at least one theater plans to offer 10% off the regular price of any of its shows to Theatre LA associate members.

“If they take advantage of their discounts, they’ll get their $35 back pretty quickly,” predicted William Freimuth, Theatre LA executive director.

Associate membership also will buy a subscription to the monthly Theatre LA newsletter--which the group plans to expand into more of a magazine--plus first dibs on tickets to the group’s annual Ovation Awards ceremony, party invitations and use of the group’s library.

Regular membership will still be restricted to theaters and producing companies. It costs more--and provides additional services.

The Theatre LA staff also has a new second-in-command, Michelle McDonald, a UCLA arts management graduate. She replaced Meri Nana-Ama Danquah.