"After opening to an unprecedented avalanche of international attention, The Lord of the Rings is attracting both traditional audiences and, significantly, people who have not attended a live theatre performance before," according to an April 20 statement.

By popular demand, and to continue to build on the new audiences the production has found, the producers are adding a new entry-level price of only $26 (Canadian). These seats, in the balcony of the Princess of Wales Theatre, offer excellent sight lines and superb acoustics. Other seats are available from $56 to $125 (Canadian).

"The production is extending its engagement in Toronto by adding 12 more weeks of performances, until Sept. 24, 2006," but that doesn't indicate an end to the run.

"Our independent marketing research tells us that a large percentage of our audience is new to theatre," producer Kevin Wallace stated. "We believe the new range of ticket prices starting at $26 will encourage more people to join this new audience and experience the thrilling drama and magical beauty of The Lord of the Rings live on stage. They will join the thousands of theatergoers who have already seen just how exhilarating live, epic, world-class, popular entertainment can be…"

For ticket information, call TicketKing at (416) 872-1212 or (800) 461-3333. Visit www.lotr.com. *

The Lord of the Rings, directed by Matthew Warchus, plays Tuesday to Saturday at 7:30 PM, with matinees on Wednesday, Saturday and Sunday at 1 PM. The running time three hours and 30 minutes, including an intermission and a brief interlude.