Flight connections, hotel rooms, rental cars, and soon also groceries, drugstore products, and sports goods - essential areas of our daily lives are affected by new dynamic pricing models that flexibly adjust to demand, customers, or purchasing situations. The driving force behind this dynamic pricing is big data. American cultural institutions, primarily in the performing arts sector, have already successfully implemented dynamic pricing models. This book explores whether this is also possible in the German cultural sector, with a particular focus on the customer and their needs.