霉霉新专巡演或成史上最高票房巡演之一

Taylor Swift is on track to chart one of the highest-grossing tours of all time, with projections that she could sell $450 million worth of tickets on her Reputation stadium tour which kicks off this summer.

霉霉的演唱会票房向来是高居不下，预计今年夏天她的“reputation”巡回演唱会票房将达到4.5亿美元。

Swift is using a strategy deployed by Jay-Z and bands like The Rolling Stones -- price tickets high and have seats available on the primary market up until the day of show.

泰勒采取了同Jay-Z和滚石乐队一样的策略：演唱会开始之前，在主要市场拔高票价并且限量发售。

That means few, if any, early sellouts but huge revenues, as tickets, especially premium seats, are marked up much higher than previous tours.

这样一来，即使卖很少的票就能获得相当可观的利润，因为本次视野较好的座位的标价比之前的演唱会都要高。

In markets like Los Angeles, Swift has sold 110,000 tickets for her May 18 and 19 concerts at the Rose Bowl, an increase of 36 percent over her 2017 visit, where she performed six shows at Staples Center for 81,000 fans. Thousands of tickets for both Rose Bowl concerts are still available and promoter Louis Messina told Billboard in December he was confident every show on the tour would sell out over the next five months.

在洛杉矶，泰勒5月18.19日两天在玫瑰碗演唱会门票已经卖出了11万张，比2017年增长了36%，那时她在斯台普斯球场的演唱会到场的粉丝只有8.1万。如今玫瑰碗的演唱会门票还有上千张待售，该活动的筹办人Louis Messina12月接受Billboard 采访时说，今年的每场演唱会门票在5个月后都会脱销，她对此很是笃定。

The idea is to charge what people end up eventually paying for the ticket on the secondary market, capturing the revenue for the artist and making it more difficult for scalpers to flip the tickets on the secondary. While the practice does shift spending toward the artist, several ticketing professionals say they are concerned about how Swift’s high ticket prices will affect consumers.

这一设想是基于次级市场中人们的消费能力，保证演员的收入以及防止次级市场的黄牛倒卖现象。尽管它不会影响演员的收益，但是据行内人士分析，高票价的确会影响到消费者。

At Houston's NRG Stadium, where Swift plays Sept. 29, the cheapest tickets are $160 apiece, with some seats listed high up in the rafters selling for $230, meaning a young fan would have to pay between $400-$500 for a pair of tickets to her show.

泰勒将于9月29日在休斯敦的NRG体育馆举办演唱会，这里最便宜的票为160美元一张，房梁处座位的售价则为230美元，也就是说，平均一个粉丝来看演唱会要花400-500美元。

"Whenever I see an upper deck ticket priced above $200 for a football stadium tour I have a hard time imagining that fan will leave the show thinking they got their money's worth,” says Patrick Ryan, co-founder of ticketing and distribution company Eventellect. "Regardless of whether they bought that ticket on the primary or secondary market, $200 is a lot to spend on a seat literally in the rafters.”

Patrick Ryan是票务发行公司的Eventellect的联合创始人，他说：“在体育馆的房梁上看演唱会都要花200美元，我很难想象歌迷们是怎样的体验，他们是否会觉得这钱花的值？不管是在主要市场还是次级市场，花200美元在房梁上看演出都有点不值。”

While Ryan says he believes it is "good that the artist is taking a harder look at the ticket prices and isn't focused on getting an immediate sellout,” he said the consequences of high ticket prices could mean fans "go to fewer sporting events and other concerts during that same time frame.”

尽管他觉得“歌手抬高票价并且不急于将门票销售一空是件好事”，但他还是认为高票价会“减少歌迷们去看同期其他现场表演的机会。

"Overall, it's good and smart for Taylor to price her tickets higher,” he says, "but it could cannibalize other games or shows, because for most consumers, they don’t have an endless budget.”

Ryan说：“总的来说，抬高票价的做法对泰勒来说是个不错的策略，但它同时也会冲击其他比赛和演唱会门票的销量，因为大部分消费者的支付能力都是有限的。”