Posted 28 November 2012 - 01:41 PM
Last year, Written on the Heart sold out in the Swan in this same November to January period when it was paired with Measure for Measure so that proves an audience can be attracted. Saturday nights are unrepresentative of the rest of the week in Stratford because they tend to be booked more by visitors who can attend then without interrupting their week. When I lived locally to Stratford I avoided Saturday nights because of the significant ticket premium. When plays aren't heavily booked up in advance, people feel safe to delay their booking so actual attendances may well turn out higher than you might predict now from looking at currently available seats. As Epicoene says, the winter audience will usually have fewer visitors because casual tourists aren't around but remember that local audiences can attend more flexibly, because they don't have to plan transport or accommodation or time off work, so it makes sense to churn out e-mails - they should get some response.
I agree that the main house RST winter policy of a family show and a popular Shakespeare is a good one because it's more attractive to a general audience and so it serves the local audience well.