Rooster Byron, on 26 March 2013 - 08:43 AM, said:
Also if the Donmar are keen on increasing its young audience (I myself am in my early 20s) then it's not picking the right shows, and the £10 front row scheme isn't working. Every time I've been since it's started the seats have been full of people a LOT older than me.
As a young person, I find the suggestion that the only encouragement I need to go to the theatre is cheap tickets patronising and simplistic. Cheaper tickets are, frankly, essential for getting young people to go, but they don't encourage young people to go to the theatre, they encourage young theatregoers to keep on going to the theatre*. I mean, I'm signed up to "Access All Arias" at the ENO but I'm not the world's biggest opera fan and only go when I see a show I really want to see, which is very very rare (haven't been since July). Tickets being cheap help young people when they want to go to the theatre, but there needs to be more to make them go in the first place than price. Keep tickets cheap, but not to encourage young people to start theatregoing but to help them along. Find a better initiative for encouraging brand new theatregoers, just keep that cheap too.
*Besides, correct me if I'm wrong, but don't most regular theatregoers search the cheapest tickets anyway? Evidently, the 'older' Donmar audience members like spending less - that's natural. Cheap tickets encourage people who want to go to go, but as for encouraging people who might not want to, there are very few initiatives - in fact, at the Donmar I thought the free tickets and post show Q&A were good ideas pre-Barclays. Unless Josie Rourke genuinely thought that Joe Wright or Arthur Wing Pinero or Ron Cook were big enough names to appeal to yoof culture...