Pay Per Love

Background

In 2014, when the government of Spain put VAT on theatre tickets up to 21%, audience numbers fell dramatically. Pay Per Laugh bucked the trend and revolutionised the theatre industry by bringing in facial recognition technology built into the auditorium seats. Theatre- goers were invited to pay only if they laughed. The less they laughed, the less they paid. The initiative was a great success and helped Teatreneu compete in economically difficult times. The challenge in 2015 was, what next?