The price reduction – which has been set up with a dedicated website and runs under the banner “May musicals” – is a limited promotion to combat a major drop in tourism and audience figures across Theatreland.
This year, the traditionally slow month of May in the West End has been exacerbated by the volcanic ash disruption to flights and travel plans and general election fever. With belt-tightening economic cuts, the World Cup, warmer weather and other summer distractions looming, there are fears that May could just be the beginning of a longer lull.
David Dolman, head of sales and marketing at Cameron Mackintosh Ltd, told The Stage newspaper that their initiative was aimed specifically at domestic audiences. “While we do have some good seats available, Cameron said, ‘Let’s offer them to the British public who are here.’ It’s a good time for British audiences to come in and get a great seat at a good price.”
Top prices for Macktintosh’s shows usually range from £47.50 for Les Miserables and The Phantom of the Opera up to £65 for Hair. During the “May musicals” promotion, which continues until 5 June 2010, all five will have three set price points reduced to £19.50, £29.50 and £39.50.
Great prices and availability for Cameron Mackintosh and all other West End productions can also be found on Whatsonstage.com via: our online Ticket Shop, our monthly schedule of hosted Outings and membership of our Theatre Club, which includes Whatsonstage.com Wednesday group rates and myriad free ticket promotions, as well as a subscription to our bi-monthly print magazine.