To cover its high fixed costs and make a profit, U2 needed to sell a lot of tickets. To maximize the tour’s revenue, tickets were sold for as little as 30, and a unique in- the-round stage configuration boosted stadium capacities by roughly 20% . the plan worked. U2 shattered attendance records in most of the venues it played. By the end of the tour, the band played to more than 7 million fans, racking up almost 736 million in ticket and merchandise sales…and went in to the history books as the biggest tour ever. As you read this chapter, you will begin to understand how and why U2 made the decision to lower prices.