The Cure Doubles Its Previous Best With $37.5 Million North American Tour
Written by djfrosty on July 12, 2023
The Cure is more than 40 years deep into its career, but that doesn’t mean it’s too late for new peaks. The British band embarked on the Shows of a Lost World Tour and generated its biggest grosses and attendance ever. After playing its final show earlier this month, the tour grossed $37.5 million and sold 547,000 tickets over 35 shows in the U.S. and Canada, according to figures reported to Billboard Boxscore.
While those figures are personal highs among the band’s global touring career (dating back to The Cure’s first Boxscore reports in 1985; the band has been touring since the late ‘70s), apples-to-apples comparisons against its North American treks spotlight the tour’s success even better. The $37.5 million revenue total is more than double the band’s previous North American high of $18 million in 2016. And the 547,000 tickets surpass 1992’s 402,000.
Routing for the Shows of a Lost World Tour mixed arenas and amphitheaters in the U.S., yielding its biggest returns in the expected markets. Three shows at Los Angeles’ Hollywood Bowl grossed $4.9 million and sold 50,800 tickets, while a three-peat at New York’s Madison Square Garden brought in $4.1 million from 44,300 tickets. Atlanta, Montreal and San Francisco follow.
Nightly attendance never dipped below 12,000, and averaged 15,629. That marks a 43% improvement over 2016’s 10,952, which itself was a 48% bump from The Cure’s 2008 tour. The band hadn’t averaged such a high attendance since 1989, when it paced 19,539 tickets in support of Disintegration. (That album was, at the time, the band’s highest charting album on the Billboard 200 [No. 12], containing its highest ranking hit on the Billboard Hot 100: “Love Song” [No. 2].)
This bar graph mirrors the peak-valley-peak trajectory that Billboard reported on Janet Jackson’s comeback spring tour. Both acts have sprawling discographies with close to a half century’s worth of beloved songs. That’s the kind of pitch that, after an extended break, can elevate an artist into their highly profitable legacy era, so-to-speak, soaking one’s deep roster of hits in a bath of nostalgia and extra disposable income.
Janet Jackson and The Cure may not make for the most obvious apples-to-apples comparison. But like Jackson, The Cure established a Boxscore peak around the turn of the ‘90s, before letting its legacy build to a new peak in the 2020s. Like Jackson, The Cure is touring without new material, many years away from its last album. (The band last released a new studio set in 2008.) Their 2023 shows marked the first North American tour for either act since the mid-2010s.
And while the effects of Jackson’s highly publicized mid-’00s controversy don’t quite apply here, the Shows of a Lost World Tour generated its own batch of headlines earlier this year. Frontman Robert Smith spoke out about various “scams” and fees, courtesy Ticketmaster and the larger secondary market, resisting dynamic pricing, platinum ticketing and scaled re-sale. The band went as far as to ensure that every show had a price option of $30 or less. Further, after fans made Smith aware of exorbitant fees, he negotiated with Ticketmaster to issue refunds.
As lines between primary and secondary ticket sellers blur and pricing strategies become more creative, concert revenues for arena acts have surged. And though it may seem like perfect timing to pair those ticketing practices with The Cure’s much-anticipated return to the stage, the band’s defiant public stand against gouging fans worked out in the end.
The Shows of a Lost World Tour averaged a $68.54 price, 37% less than the triple-digit average ticket among the top 50 tours on Billboard’s midyear 2023 recap. Only one artist in that top 50 – The 1975 – averaged less ($63.01), and that was with mostly European shows, where tickets haven’t exploded in the same way as the U.S., where The Cure played.
Still, the tour made enough money to have ranked among the top 20, had its shows been eligible (The midyear charts are based on shows between Nov. 1, 2022 – April 30, 2023. The Cure’s tour began on May 10.). The Cure’s bulked-up, career-high grosses are owed to consistently sold-out crowds, perhaps nudged along by the band’s steadfast dedication to affordable tickets.
Though the Shows of a Lost World Tour has wrapped, The Cure will play a slew of festivals plus a few standalone shows in Latin America between September and December.
Stretching back to 1985, The Cure has grossed a reported $146.1 million and sold 3 million tickets.