[bombcar]

The "fair" method would be to reliably slice tickets into ticket classes (location, etc) and then let people select the tickets from the slice they want, and then basically do a reverse auction and set all the prices for that slice to whatever would sell them out exactly.

However, this leaves money on the table (if there are five seats, and ten people, and the fifth highest amount paid would be $10, then they get $50, even if one person would pay $500 for a ticket).