The greater the demand, the higher the price. Ticketmaster, which is owned by Bev Hills-based Live Nation, will roll out this "dynamic pricing" plan sometime this year, initially for major sporting events and concerts. Up until now, the price was the price, no matter how popular or unpopular the event happened to be. That provided an opportunity for scalpers, who could obtain tickets at face value and then jack up the price. As for marking down tickets, concert promoters have felt that it gives off a vibe of desperation. But last year was so disastrous that they're obviously having second thoughts. Here's the press release.
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