During the Annual Conference of the Faculty of Economic Sciences of the University of Warsaw Anna presented the results of the field experiment on Pay-What-You-Want payments conducted in Warsaw Theaters. Our faculty colleagues were interested in the relatively low attendance rate despite PWYW being an attractive offer for potential participants. In our research, we often find that consumers are demanding more accessible culture (here cheaper theater tickets), but cultural institutions complain that when the event is free of charge lots of people resign at the last minute, which is a managerial problem for them.