Theatre tickets, demand Vs price

[ModerationInEverything]

This is something I've been wondering about.

I live in a poor area of the Midlands. This week the nearest city has a touring musical playing (not one of the classics). I get an email, prices from £13 so I click through and all the cheap seats are sold. So are the front five rows. The 85% in the middle is virtually empty. So my question is, surely with a basic knowledge of supply and demand, wouldn't it be better to drop the prices a bit too sell more tickets? If this week they see they've only sold 15-20% for Friday night, why don't they email out an actual offer to people on the mailing list? People who get cheap tickets spend more on merch, drinks, sweets etc.
Can anyone make sense of this for me?

I’ve thought similar before

They are unlikely to discount them publicly. They may work with agencies to fill the seats at a discount /loss to a limited audience, thereby losing the ticket income but hoping to keep the buzz and make money from programmes, drinks, ice cream and merch.

Or they may offer the seats to sponsors or staff F&F

Is it down to the individual production? When jersey boys came and had poor sales, they emailed an offer of BOGOF.

It just seems total madness to me, they want more people to go, people (here at least) can't afford £60 a ticket. My a level in economics albeit twenty five years ago just can't understand. Reduce the price a little, sell more.