Theatres cash in on tickets but audiences fall

THEATRES increased ticket prices even as audiences dropped by more than 168,000 people last year, figures have shown.

Despite the fall in ticket sales, theatres made more than £14 million extra in 2016 compared with the previous year.

A report, by UK Theatre, revealed music fans and families have been hit hard by ticket price increases. The average cost of family musical tickets has increased by 21 per cent over the last three years and panto prices rose nine per cent.

Income from concerts had increased by 50 per cent and last year the number of performances rose by a quarter, with ticket prices increasing by 36 per cent.

The report reveals that cumulative box office income increased by 18 per cent from 2013 to 2016 – the total was £396,912,018 in 2013 and £469,991,837 in 2016.

In the report, Fiona Allan, president of UK Theatre, said the increase in sales showed the “price the public is willing to pay”.

“Income recorded at UK Theatre venues grew by 18 per cent. The number of performances increased, and the average number of people attending grew,” she said.

“This is welcome news – a vital vote of confidence.”

Pantomime overtook comedy as the genre that fills the most seats and income for family theatre increased by 42 per cent; last year, 39p in every £1 taken at the box office was for a musical.

A study by the Society of London Theatre this year found the average theatre ticket price had risen by five per cent to £45.

In July 2015, it was reported that West End ticket prices broke through the £200 barrier, with seats for The Book of Mormon reaching a record £202.25. Hit Broadway musical Hamilton, which opens next month at Victoria Palace theatre, will charge up to £200.

The report was based on data supplied by UK Theatre member venues, with analysis and commentary from TRG Arts.