What’s the single most discouraging thing that keeps people away from the West End? I would be willing to put money on it that it’s the money – that, in a highly competitive market, there’s only so much of it go around, and that at current top prices that are now hitting £60, people will go less often – and only to things they know are tried and tested, hence the rise of the jukebox musical, the endless film-to-stage transpositions, and the inevitable classic revival.
So what chance does the genuinely new and innovative have in that environment? Avenue Q is the most original new musical in town – but has obviously been fighting for its market share. And while lots and lots of shows mark down their ticket prices through various channels – on discount websites, ticket offers and the half price booth – Avenue Q is trying something else, with immediate effect: it’s re-pricing its weekday and Friday matinee tickets downwards, to a top price of just £35 (and going down all the way to £10), from a previous schedule that topped out at £50.
It will be very interesting to see what effect this has on the box office. There’s a danger, of course, that the public will perceive that they are being sold ‘damaged goods’ and that a cheaper show means its not quite as good as a ‘full price’ one. It will also, no doubt, play havoc with the show’s recoupment schedule – if such a thing is ever in sight at this point – but clearly the new pricing structure must allow, at least, for the weekly running costs to be met, or they wouldn’t be doing it.
But this way, actors (and a set of puppets) are being kept in work, the theatre is being kept lit, and a great show is being kept alive. Anything that achieves that is to be applauded. I wonder if anyone else will be brave enough to follow…..
The management of Avenue Q are to be congratulated, and I hope their reduced ticket plans work. As someone who earns little (I'm an actor, 'nuff said) £60 is beyond my means, and even £35 is a week's food! And as I approach my pension, it is really no longer any fun sitting in cheaper seats where it is all too likely that one will not see or hear too well, and may be squeezed into an odd shape by the position of the seat! The West End is frequently packed with good things to see, but at its current prices, only a very occasional visit is possible.
I think it's a great idea. Avenue Q is a brilliant show. There are 5 in my family and we can usually only go to the theatre when there are discounts.