According to the Italian music press, and following the success of Andrea Pieroni from Live in Italy's dynamic model for ticketing campaign in August this year with the artist W.A.S.P., another test for their dynamic ticketing model will be held for the Italian Gods of Metal, all-Italian branch of the more famous (and international) Gods of Metal which will parade on stage dell'Alcatraz of Milan, on March 21st, 2009. The purpose is to combat the Secondary Ticket Market in Italy

The idea is to model and tier the pricing based on availability, much like Ryan Air does in the airline ticketing industry.

"The first would be to have, in the context of live rock, an advance similar to that which characterizes certain low-cost airlines like Ryanair... first I buy the ticket, when the availability is high, it cost me less. When fewer tickets are available, this higher the price of the tickets. This goal would enable us to be vigorously tackle the secondary ticketing... That through sites such as Seatwave and others speculate on  events at high prices for when there is very high demand. When we organized the Metallica concert, for example, we did a record sell out in three days, only to find online, a week later, tickets at 500 euros," stated Pieroni, in Rockol Magazine.

For the opening of advance sales of the Italian Gods of Metal, scheduled for December 2nd,  tickets will start from 5 euros plus advance sale charges and any additional fees, up to - if sold out -  a maximum of 25 euro, the price that any buyer will be forced to pay last minute at the box office.

Pieroni specified: "The truth is the same system adopted by the low cost airlines. The Alcatraz has a capacity of 2,000 seats: we start from a base price of 5 euro, then increase as the tickets sell out. "There will be no speculation (The maximum price for the last available tickets will be 25 euros, the same as the box office).

Pieroni feel that this tactic will battle the secondary ticketing remains, but, on the contrary, there is the possibility that the secondary market will exploit this initiative to further expand their profit margins by buying in bulk in the presale -  taking advantage of lower rates - and then resell later

"To avoid this type of phenomenon we have deliberately limited the number of tickets purchased two for each name and we hope that this will favors the true fan who is always very attentive to the timing of advance sales, rather than structures and companies that need to organize for similar transactions. "

And then, "Pieroni added," This is a very experimental gimmick, carried out on an event which will be hardly intercepted by secondary ticketing companies. "