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40 percent of all event tickets go unsold, according to WillCall CEO Donnie Dinch, a fact which inspired the creation of a service that enables users to search and purchase same day tickets for live theater and music in their city, at around 50 percent of the full price. Recognizing that people often decide to make evening plans on the day itself, WillCall is designed to “empathize with consumers and provide a unique experience to catch live events”. Currently in beta, WillCall will be available as an iPhone app, allowing users to find and book events happening in their city each night for around half the standard price. At present WillCall only lists events in San Francisco but has plans to expand to New York and Los Angeles. Fans can vote to bring WillCall to their city via the Facebook page. WillCall follows the same model as Hotel Tonight, who are also investing in the start-up. One for venues and promoters to partner with to ensure every event sells-out? Spotted by: Murtaza Patel