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ROH Admits Overpricing Ballet

Date: 18 October 1997

The Royal Opera House admitted this week to overpricing seats for the Royal Ballet s crucial first season, which ends tonight, at Labatt's Apollo in Hammersmith. Despite widespread recognition that it needed to attract a new audience to the much larger west London venue, the ROH kept prices on a par with those at Covent Garden where top price seats cost �50. Subsequently, the Ballet was only able to maintain reasonable audience sizes through a series of 20 different discount schemes. There is now no doubt that final figures for the season will fall well short of financial targets. The Royal Opera, in residence at the Barbican Theatre, fared slightly better with audiences averaging 81 percent capacity.

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