Bums on seats is a popular phrase in
theatre marketing which underlines the reality of the theatre world. Even the
most celebrated West End musicals suffer this desperate need to put bums in
seats, but the task is made considerably easier that London theatre tickets can be bought online.
At first glance, it may not seem
such a major coup for the theatre world, but online ticketing has been a
positive boon for the industry. The West End
has a long history of success, and despite the advent of DVDs, movie downloads
and a host of other modes of entertainment, it continues strongly today. But
there are reasons why Billy Elliot tickets are still in demand 6 years after
the musical show arrived in London,
and why dirty dancing tickets are being sought 5 years after its opening night.
The advantages that come with online
ticketing are many, but four in particular reflect the true value of that mode
of purchase. They are accessibility, speed, advanced planning and avoiding the
queues.
Accessibility is key from the
perspective of both the theatre and the theatre goer. A show may have a market
of millions if they concentrate efforts in London only, but that number increased to
tens of millions if efforts expand nationwide. By placing tickets for sale
online, citizens of Liverpool, Newcastle and
even Edinburgh
become part of their market. What this means is that, in an era when nationwide
travel is relatively hassle free and certainly faster, there is a far greater
chance of filling theatres over a longer period of time.
Most theatre lovers would harbour an
ambition to go to a West End play or musical,
and securing tickets for their favourite show online allows them to realise
that ambition with ease. Of course, for tourists or professionals from out of
town, internet booking has made it possible to arrange entertainment for a
specific evening well in advance. Occupying their time after conference hours
can be a challenge for professionals. With tickets secured in advance, the
itinerary can be made much clearer. Tourists, meanwhile, may include a night on
the West End on their list of things to do. Booking
before even arriving in the city helps to streamline their busy touring
schedule. The fourth advantage of purchasing London theatre tickets online is the fact
that queuing is avoided. It is perhaps the most unpleasant aspect of the
traditional visit to the box office, particularly when demand for Dirty Dancing
tickets, for example, can have a person waiting for hours before even reaching
the box office window. Purchasing tickets online has more than four advantages,
whether it is for West End productions or movies in a Manchester cinema. The ability of the
internet to expand markets means that The Lion King, The Phantom of the Opera
and Billy Elliot tickets are being bought by more than just Londoners, ensuring
a longer run and greater success are enjoyed by the producers and cast alike.
