Princesses Anna and Elsa in "Disney on Ice: Frozen" at...

Princesses Anna and Elsa in "Disney on Ice: Frozen" at Nassau Coliseum in Uniondale on Nov. 4, 2014. Credit: Feld Entertainment / Tim Pannell

Parents shopping for front-row, rink-side seats for "Disney on Ice: Frozen" at Nassau Coliseum this week have seen face value prices hit $475 a ticket for some performances. When Ticketmaster fees and additional taxes of $54.79 are added into the price, the actual cost is $529.75 per seat.

"That's a very aggressive ticket price for a family show," said Gary Bongiovanni, editor-in-chief of Pollstar, a trade publication covering the concert business.

Glenn Lehrman, StubHub spokesman, said: "Even on the secondary market on StubHub, we don't see prices that high. There are very few face-value tickets, period, that are that high, with the exception of the Super Bowl."

The sky-high price for premium "Frozen" seats can be attributed to the cultural phenomenon spawned by the blockbuster 2013 Disney movie of the same name, said Stephen Yaros, vice president of event marketing and sales in the Northeast for Feld Entertainment, which produces the "Frozen" ice shows nationwide. The story of two princess sisters -- one of whom accidentally freezes their entire kingdom -- has caused a snowstorm of demand for related merchandise. "We have captured lightning in a bottle," Yaros said.

Although Yaros confirmed that some tickets were purchased in the $400 to $500 range, not everyone sitting in the front row paid that price at the 11 "Frozen" shows running through Sunday. Feld Entertainment is using a Ticketmaster method of flex pricing that employs a computer algorithm -- as demand fluctuates, and the show date closes in, the face value of the ticket can be adjusted up or down as often as every day, similar to how airline ticket pricing works, Yaros said. Ticket holders in the front row may pay hundreds of dollars less or more depending on when they buy tickets. Rink-side seats cost as little as $85 when they went on sale in May, Yaros said.

Flex pricing has been used in sporting events and for concerts, and Feld has been using the method for about a year for its shows in certain markets, including New York, Yaros said. "We were selling seats at a similar price for 'Marvel Universe Live' in August," he said. "We crossed the $400 barrier at some point at Barclays Center."

Other seats for the Coliseum "Frozen" shows start at $25 and range to the hundreds of dollars, depending on seat location and show date. Front-row, rink-side seats for "Disney on Ice: Princesses and Heroes," coming to the Coliseum in January, by comparison, currently have a face value in the $100 range.

Charlotte and Ray Ferguson of Dix Hills paid $150 a ticket for front-row, rink-side seats to Tuesday night's "Frozen" performance for themselves and their children, Alexa, 4, and Raymond, 7. Their baby, Andrew, 9 months, attended for free.

While Ray called himself a "Disney fanatic," and said he enjoyed characters skating up and waving to the family, he still thought paying more than $500 a seat was exorbitant. "You could go to Disney and stay in an All-Star room for four nights for that," he said.

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