Sure, you might be tired of A Christmas Carol – but if you’re the theatre putting it on (or the ballet company putting on The Nutcracker, or … ), it can help pay for those experimental plays you produce the rest of the season. And a holiday show “sparks multi-generational sales, with families taking in the show together, bringing the average up to five tickets per sale. You don’t have to be a marketing wiz to see how such math benefits the organization.”