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Bruno Mars is playing a sold-out show at the Scotiabank Arena in Toronto this Saturday we tracked every ticket to understand the techniques used to get fans to pay more when the box office opened at noon on February 16th fewer than half the seats in the arena were available eight whole sections were held back 90 minutes later these tickets were trickled out in pairs and rows its the digital equivalent of keeping a line outside an empty Club months after the initial on sale 72 tickets appeared on the Ticketmaster website great seats on the floor and in the lower bowl in August another hundred and forty-four tickets were released demand is also driven up with a technique called dynamic pricing without warning the face value of some tickets changes for example six seats in section 118 went on sale for seven hundred and ninety nine dollars each 90 minutes later the price suddenly jumped to 895 dollars one of them was later posted for resale on CD at 1400 bucks eight people in the second
