London Theatre Week 2022, which enables theatre fans to purchase tickets to top West End shows for a lower price, witnessed gross sales increase by 43% year-on-year according to organisers, discovery and ticketing platform, TodayTix Group.
The promotion took place during February, with tickets available for as little as £15 ($20/€18). Theatre goers were able to secure tickets for popular West End shows, fringe performances or the latest launches.
Organisers have said that gross sales have increased compared to last year’s campaign, which took place just over six months ago. Some 360,000 tickets were sold over the three weeks of the scheme, 100,000 more than last year.
Daily sales averaged over 17,000 tickets and the top 15 shows sold over 10,000 tickets each.
Customers lapped up the £25/£35 price point, which proved to be the most popular. The £15 customer-facing price, which represented 12% of LTW sales in 2021, dropped further and constituted only 9% of London Theatre Week sales this year.
This year, 35% of the gross sales over the promotional period accounted for full price tickets.
The first day of London Theatre Week 2022 was also lauded as the highest-selling day in TodayTix Group history. The previous record for the highest-selling day was broken four times throughout the three-week campaign.
Marc Peachey, senior director of partnerships at TodayTix Group, told TheTicketingBusiness.com that the increase in sales was a positive indicator that theatre lovers are now relishing the ability to be in the audience once more.
He said: “It’s been a truly remarkable increase. To sell over 100,000 more tickets in 2022 than in 2021 is a testament to the efficacy of the campaign, the calibre of the shows taking part and, moreover, the desire of the public to enjoy live theatre once again.”
TodayTix Group runs the scheme to help theatre during the traditionally quieter periods of the year.
London Theatre Week is usually held once annually, but the promotion has now been extended to cover two periods – February to support performances in March and now August to support shows in September.
Peachey said: “London Theatre Week was first conceived to bolster sales during periods of the year that are typically challenging for theatre. Hence the decision to run the campaign twice annually; first in late February to support performances during March and again in August to support performances in September.
“The overarching idea is to create a brand that creates a bi-annual event for theatre that truly crosses over into the mainstream.”
Frozen, Wicked, The Lion King, Dirty Dancing and The Book of Mormon were among the top-selling shows.
Brian Fenty, chief executive and co-founder of TodayTix Group, told TheTicketingBusiness.com: “Given TodayTix Group’s mission to ‘Find a Seat for Everyone’, we are immensely thrilled our most recent London Theatre Week exceeded expectation and created the opportunity for 360,000 audience members to find affordably priced tickets to over 50 different productions in the West End and beyond.
“We’re delighted that our frictionless buying experience and commitment to accessible pricing delivered meaningful value to consumers and producers alike.”
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