I'm with Big Time's opening comment, "it is what it is".
We go to the Theatre a lot as a family, but I'm always looking for value. Much of it's basic. Why pay for the back row of a price band when you can go one row back for much less. Of the days we can go which is cheapest?. What offers are there? Watch the prices over time and learn the strategy. They go both ways, both increasing and dropping, so no when to buy. Whilst I don't know for sure (although I have a good idea from watching the seats selling from months in advance) I often think how much more people around us paid.
And from the other side. Last weekend AFC Wimbledon offered £5 seats for all. With 8,511 attending there were thousands there paying only £5 including all of the nearly 1,200 Stockport supporters. Those of us with Season Tickets had payed much more for the match. I had no issues and it was obvious that new fans had taken up the offer. There was no need for the club to cut costs. Stockport away fans would have sold out anyway. The crowd would have exceeded 8,000 regardless. I watched Season Tickets being returned Friday and Saturday and they were being snapped up in minutes as On-line switched from sold out to available and back again repeatedly. The more the merrier. Future expansion (planning permission exists for 20,000) depends on many things, but after finance there has to be a big enough customer base to make it worthwhile. It was a good month financially anyway selling Ayoub Assal for 1.2 Million with combined sales of over 2.5 Million in the last seven months. The club even refused another 0.6 million for a youngster (league debut 6 months ago) yesterday, rightly in my opinion as Jack Currie has the potential to go very very far. The football club continue to be very positive about the arrangement with the Broncos (and yes I realise they get paid lots for not too much and close the ground for over two months).