West End musical to start early so audiences can hit the town
A MUSICAL has broken with West End convention by bringing its start time forward by half an hour after audiences said they wanted more time to head to the bar afterwards.
Matilda the Musical, staged by the Royal Shakespeare Company at the Cambridge Theatre, has altered its weekday start time to 7pm in response to audience research.
More than 5,000 regular theatregoers were asked when they would prefer shows to begin, with the significant majority of responses selecting 7pm.
Just 5 per cent chose 7.30pm, the current start time for nearly all West End shows.
Asked for their reasons, audiences gave three common explanations: arranging a babysitter, making it back to homes outside London on the last train, and having more time for drinks after the show. As a result, weekday performances of Matilda the Musical will begin at 7pm from September onwards.
If successful, the change could set the model for other West End shows, with venues including the National Theatre tending to opt for 7.30pm.
The study was undertaken by a “culture insight panel”, made up of 5,226 West End theatregoers who have previously completed audience feedback for shows.
Of the 1,021 completed responses, 41 per cent said an earlier start time would be “very attractive” and a further 30 per cent found it “quite attractive”.
Just 4 per cent were set on the status quo, while 14 per cent were “indifferent”, it has emerged.
Nearly a fifth wanted to see the start time brought an hour forward to 6.30pm, but the vast majority chose 7pm as the ideal compromise.
Summing up the anecdotal explanations offered for their choice, a spokesman said: “There would be more time to socialise after the show rather than rush home, allowing theatregoers to make the most of London’s vibrant bar and restaurant scene.
“It can also be stressful to see a West End show if people are worried about missing their last train home.
“Parents said it would be easier [if they didn’t have to] worry about keeping a babysitter waiting up too late.”