There has been a lot of media coverage criticising dynamic pricing of theatre tickets. For the most part, outrage has focused on what might politely be described as rip-offs.
Popular shows with big-name film and TV stars now have tickets retailing at several hundred pounds, with prices shooting up when demand is high. This prices ordinary theatregoers out of the market but producers don’t care, as long as they can recoup and maybe even turn a profit.
However, there is another side to dynamic pricing. Long gone are the days when every ticket in a specific category for an aeroplane, a football match or a West End show costs the same. In some ways, it makes perfect sense for those selling tickets to maximise their profits but also ensure that audience members are not rattling around in empty theatres.
Even though Britain no longer seems to suffer from the severe winters of yore, as an interviewee from a pub chain sadly noted during Radio 4’s Today Programme earlier this week, the demand for any form of leisure or entertainment in January and February is close to non-existent. It is therefore hardly coincidental that the inexplicably misnamed London Theatre Week, which actually extends for a fortnight, is currently in full flow.
With virtually no tourists in town and locals saving the pennies as energy prices go up yet again and businesses spin tales of doom and gloom, theatres will inevitably struggle to bring in punters. This is where the good side of dynamic pricing will cut in. If tickets aren’t selling then prices must come down.
Rather than achieving this on an ad hoc basis, West End theatres have clubbed together in a widespread marketing exercise. Some of the headlines include tickets to West End shows for as little as £15 and £50 reductions on tickets for major shows such as The Lion King, The Book of Mormon and Back to the Future. The cynical will immediately wonder whether the £50 reductions are on super-premium prices or something a little more modest.
The lackadaisical performances of productions recently can best be demonstrated by the fact that 2025’s event has 70 shows, up from 50 a year ago. This is a fantastic opportunity for anyone who still has a little money left over after the festive season and wants to get a bargain. The variety on offer is stunning.
Amazingly, not only are shows that one might expect to be at the less popular end of the scale involved but this time around, Hamilton is on the list, along with Harry Potter and the Cursed Child, Matilda the Musical and Cirque du Soleil: Corteo.
Anyone living outside the capital might also wish to check out ticket prices because, while local theatres will not be marketing their wares in such a coordinated fashion, there is every chance that never to be repeated bargains will be available either by purchasing tickets directly from box offices or through online outlets.
Full information about London Theatre week including the complete list of shows taking part is available on our tickets pages.