Mirvish cuts Saigon prices

Mirvish Productions has announced deep price cuts during four performances a week of its big-budget musical, Miss Saigon.Miss Saigon, which launched in May 1993, is playing to less-than-full houses, particularly on weekdays, and the play's producer, David Mirvish, is hoping the...

Mirvish Productions has announced deep price cuts during four performances a week of its big-budget musical, Miss Saigon.

Miss Saigon, which launched in May 1993, is playing to less-than-full houses, particularly on weekdays, and the play’s producer, David Mirvish, is hoping the cheaper seats will attract a new customer base.

The ticket discounts affect Wednesday’s matinee show and evening performances Tuesday to Thursday.

Miss Saigon plays in the new Princess of Wales Theatre, a 2,000-seat venue built specifically to accommodate the difficult-to-stage musical.

Prime seats that regularly sell for $71 and $91 are now going for $25 and $48. The sale began March 1 and lasts until June 2.

Over the last several years, large-scale musicals have been staged with increasing frequency in Toronto, leading many to wonder when the market would reach a saturation level.

Mirvish claims, however, that by discounting the seats he is actually embarking on a strategy to win new ‘converts to live theatre.’

‘We decided to offer this and see if there is an audience out there,’ Mirvish says. PA