Hamilton producers are to make almost 300 cut-price tickets available for each performance when the smash musical begins its West End run towards the end of this year.
The Cameron Mackintosh Group and fellow producers said there will be 295 seats at every show priced at £37.50 or less. Tickets for the show, which begins its run at the Victoria Palace Theatre on November 21, go on sale on Monday (January 16).
Ticket prices during previews will be priced between £32.50 and £79.50. Post-opening night, they will be £37.50 to £89.50. Premium seats will be on sale at a cost of £137.50 and £200. There will also be daily and weekly lotteries for tickets. Daily lottery tickets will cost £20, while weekly ones will be priced at £37.50.
The company confirmed earlier this month that it will employ a paperless ticketing scheme to avoid the problems with scalping that have dogged Hamilton sales in the US. It said it aims to cut the effect of scalping by 50 per cent.
Customers will be required to swipe their payment card at the theatre to collect their tickets.
Lead producer Mackintosh said: “By not issuing physical tickets in advance, we aim to dramatically reduce the ability to resell seats at a hugely inflated price on secondary ticketing websites.”
Fellow producer Jeffrey Seller said: “We are thrilled to be going on sale in London and are filled with anticipation for starting performances in November. Hamilton is for everybody. I am gratified that our partner Cameron Mackintosh is working tirelessly with his team to insure accessibility for all audiences.”