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How This Theater Fills Its Empty Seats Every Night

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This story appears in the April 2014 issue of Entrepreneur. Subscribe »

Every seat that goes unsold at the three-venue Center Theatre Group in Los Angeles is lost revenue.

And every night Jim Royce, director of marketing, communications and sales for the nonprofit company, faces a delicate balancing act between pricing those extra seats to move and protecting their value--while not angering core subscribers who paid full price in advance.

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