LOS ANGELES (AP) - Event tickets seller Ticketmaster says it is going to let artists and sports teams raise and lower the price of tickets to reflect demand while they're being sold.
The idea is for promoters to get the most value they can from top-demand front-row seats and to cut the profit scalpers can reap from those.
The new technology also could increase sales of seats that now go unsold by allowing promoters to drop prices on seats that are less desirable.
Ticketmaster, a division of Live Nation Entertainment Inc., says the move also should improve fans' experience.
The company has begun testing the system with several professional baseball, basketball and hockey teams.