Theater's dynamic pricing plan by WBEZ published on 2012/11/01 16:40:45 +0000 Dynamic pricing used to be the province of sports games and pop concerts. Now, it’s increasingly being used by theaters as a way to more accurately and immediately respond to consumer demand. And it’s not just powerhouses like the Goodman getting in on it. Smaller groups, like Chicago’s Theater Wit, have begun to adapt the pricing structure. Theater Wit’s artistic director Jeremy Wechsler explains how dynamic pricing has transformed his business model, and WBEZ’s theater critics Jonathan Abarbanel and Kelly Kleiman look at whether it undermines non-profit theater’s mission.