Ticketmaster rolls out 'dynamic' ticket pricing

LOS ANGELES (AP) -- Event tickets seller Ticketmaster said Monday that it is introducing new technology to let artists and sports teams raise or lower ticket prices to reflect demand during the initial sales period - a move it said will crimp the profits of scalpers and boost revenue for performers and teams.

The technology could push up initial prices for front-row seats while reducing prices on less-desirable ones that might have gone unsold otherwise.

Ticketmaster, a division of Live Nation Entertainment Inc., says the change should make it harder for anyone to send prices soaring by buying up all the best tickets and reselling them at substantial profit.

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