How This Theater Fills Its Empty Seats Every NightThe Center Theatre Group in Los Angeles took a chance on Goldstar, a primary ticket seller, and watched its annual revenue increase by a cool million dollars.

Every seat that goes unsold at the three-venue Center Theatre Group in Los Angeles is lost revenue.

And every night Jim Royce, director of marketing, communications and sales for the nonprofit company, faces a delicate balancing act between pricing those extra seats to move and protecting their value--while not angering core subscribers who paid full price in advance.