Hamilton producers believe they can halt at least 50 per cent of scalping by using a paperless tickets scheme for the hit musical’s London run.
Fans who have pre-registered to see the Broadway smash are able to secure their seats from January 16, with the remaining tickets going on sale two weeks later. Some 110,000 people have already signed up to the priority list, with demand expected to be high for the run at the Victoria Palace which begins in mid-November.
Tickets to see Hamilton on Broadway have been resold for up to $10,000 (£8,000/€9,500), leading to huge criticism of the secondary ticketing market. Hamilton creator Lin-Manuel Miranda became an advocate for reform and played a role in advancing the legislation that was recently signed by President Obama to ban the use of bots in ticket purchasing in the US.
Speaking to the Daily Mail newspaper, Nick Allott, managing director of the Cameron Mackintosh Group, said those successful in securing seats will not be given a physical ticket until the day of the show. When they get to the theatre “we will dispense the ticket very quickly, with new technology”, said Allott.
He added: “Once the seat has been purchased, people will get an email with instructions. They’ll know where they are sitting, and everything is confirmed.
‘It is an experiment, as far as the West End is concerned.”
Last year, impresario Cameron Mackintosh, in an interview with the Daily Telegraph, said he is concerned that the reselling market is a threat to the theatre sector and the public who enjoy attending performances.