Tuesday, July 26, 2011

Groupon used to fill arenas for Britney Spears tour

Daily deals giant Groupon’s latest music deal is for Britney Spears’ current Femme Fatale tour, making $61 seats available for $31 for the tour, which is promoted by Live Nation. The Hollywood Reporter points out that while this could be seen as a panic measure in the face of sluggish demand for Spears’ gigs, it’s just as likely to be a sensible measure to drive revenues beyond the ticket price. “For Live Nation, this is really about selling parking, beer and hot dogs. That’s where the extra 1,000 people in the venue at discounted prices will really pay off,” says author Dean Budnick, who recently wrote a book about the ticketing space. The deal is part of an ongoing relationship between Live Nation and Groupon, who announced their GrouponLive partnership in May.

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