Web series premiere’s “justice pricing” allegedly results in death threats

Update: Sid Mohammed is in fact a pseudonym of film director Shiraz Higgins. For the latest article on this ticket pricing controversy, click here.

The premiere of a comedy web series at the Roxy Theatre has created widespread controversy with its use of so-called “justice pricing”.

According to its website, Building The Room “showcases the trials and tribulations of putting on a stand up comedy show” and features several local comedians.

But in an unprecedented move, the ticket prices of the film incorporated “justice pricing”. Originally, that meant that the “general admission price of $10 (would) be doubled to $20 for all white cisgender males”.

Backlash Goes From Light-Hearted To Threatening

The pricing resulted in a considerable backlash on social media. Some suspected that – based on the film company’s name “Made You Look Media” – the move was a publicity stunt. Others questioned the legality of the pricing, suggesting the filing of human rights complaints.

But an unknown number of people took their complaints too far. According to Sid Mohammed, the screening’s PR Manager, he has received a number of death threats.

“[The threats] are a serious matter that will be taken up with the police if they continue,” Mohammed wrote.

He also confirmed that the pricing was indeed “not a joke”.

Statement Defending Pricing Released 

But the amount of negative feedback led Mohammed to release a statement defending the “justice pricing” on Monday, September 18.

“First of all, no this was never intended to be some kind of attack on white men,” he wrote. “It was never intended to be a settling of scores. The simple intent of Justice Pricing is to meet people at their economic level, using very broad strokes.”

He then compared the ticket pricing to student and senior discounts.

According to his statement, the reasoning behind picking the specific category of white cisgendered men was because “White men are the highest earning group in Canada, and as a result we are trying to meet them at their level in order to make the event more affordable for those other groups who don’t have the same purchasing power”.

He then added several notes, revealing that ticket sales had been halted for the day so the pricing model could be reassessed.

“Justice Pricing” altered from $10 price gap to $5

In a statement released on Tuesday morning, Mohammed revealed that the pricing had been changed.

“In reaction to a considerable amout of public outrage as well as some support, we have decided to adapt the pricing scheme for the screening,” said the statement. “It has been brought to our attention that this model of price discrimination should be adapted to avoid offending a large swath of the public.”

“We have lowered the price for White Cis-Straight Able-Bodied Males to $15. Everyone else will pay a discounted price of $10,” said the statement.

The statement also added that any profits from the door will be donated to both the Native Friendship Centre of Victoria and the Victoria Pride Society.

The release also contained a statement from the Director of Building The Room, Shiraz Higgins.

“The death threats need to stop. That kind of behaviour doesn’t solve any problems,” he said. “The cast, crew and venue have nothing to do with the pricing of the event,” he added. “Justice Pricing does not reflect the views or desires of anyone else involved in this project. So please leave them alone.”