The paper examines a relationship between price policy and revenue potential. It argues that if there are more buyers at lower prices and fewer at high prices then a policy that offered seats over a range of prices will earn more revenue than one where seats are offered at a single price only. The hypothesis is tested with reference to regional Arts Council clients firstly using a t-test and then using a regression model. There is evidence that ticket price policy my have an effect on box office revenue. The study indicated that theatres offering a range of ticket prices tended to return a higher box office revenue compared to those theatres that only offered tickets at a single price.