West End Theatre Bookings Ltd

March 22, 2011 14:10 ET

Research by West End Box Offices Shows Emerging Trends With London's Theatre Goers

LONDON, UNITED KINGDOM--(Marketwire - March 22, 2011) - Research by West End box offices shows emerging trends with London's theatre goers. Most significantly, there has been a growth in demand for matinee performances tickets to London's top plays and musicals in the last 12 months. 

Over the past 3 years, West End box offices have seen a steady increase in the demand for afternoon and early evening performances. In the last 12 months this has gained even further traction with matinee tickets now representing 25.35% of their total sales (compared to 67.11% for evening performances). Matinee performances traditionally had been filled by senior citizens and students, with schools purchasing tickets in advance for large groups. Now, however, top price and discounted seats for matinees are being purchase more often in smaller groups of two, three and four. Single seat purchases have remained stable and contribute less than 1% of all sales, demonstrating that going to the theatre is still very much a social occasion.

Google search results indicate that the most popular day of the week to attend a matinee is Sunday. 82% of people using Google to find matinee theatre tickets in are in the UK. Though demand for matinee tickets comes from a variety of geographic locations, customers from central and north west London make the most matinee ticket purchases, followed by those in Hull, East Yorkshire and Central Bedfordshire. There is also strong demand for matinee tickets from customers outside the UK.

In keeping with this niche market's growth and to facilitate the sales and promotion of matinee tickets, West End Theatre Bookings Ltd has launched a new website, www.matineetickets.co.uk. They have allocations of matinee tickets for all the West End theatres and playhouses.

Features of www.matineetickets.co.uk.

  • Show specific pages: Makes it simple to see when each show has a matinee performance via a show's own pages, or the matinee table: http://www.matineetickets.co.uk/article/matinee_shows/.
  • Extensive information: Show information including; photos, videos, seating plans and internal and external reviews are available on the site.
  • Budget Planner: Matinee Tickets offers customers a budget planner to help choose tickets according to their price. The costs are very transparent, so customers can see how much they're spending on their tickets and booking fees or how much they're saving when they book discounted tickets.
  • Booking from outside the UK: Pre-booking shows from outside the UK had always been difficult for tourists, but now this is much easier. Customers even can choose to collect their tickets from the theatre box office or to have them posted to an international address.
  • Essential travel information: venue details and information on things to see and do in the near the show's theatre to help customers plan their trip.

This launch comes ahead of several family shows opening in London this year, with afternoon and early evening performances making up a significant part of their schedules. The Wizard of Oz, starring Over the Rainbow winner Danielle Hope, officially opened on 01 March 2011 at the London Palladium. Both Saturday and Sunday matinees, as well as a Wednesday matinee, have been confirmed by the show's producers. Shrek the Musical officially opens on 14 June 2011 at the Theatre Royal Drury Lane. Saturday and Sunday matinees and a Thursday afternoon show have been confirmed, with bookings being taken until February 2012.

"Historically it was always thought that mid-week matinees were for, shall we say, 'an older audience', but we have noticed a lot more young people and school groups now attending. The weekend matinees seem to now be the same audience groups as the evening weekdays, with perhaps more children going with their parents or relatives." Gerry Nutley, Box Office Manager, Dominion Theatre.

Dan Pearce, Managing Director of West End Theatre Bookings Ltd, who initially spearheaded the development of the new www.matineetickets.co.uk website, said: "West End Theatre Bookings are delighted to launch a dedicated matinee tickets website. We already work closely with travel groups such as the school tour operator NST to provide afternoon theatre tickets to the education sector, and we hope our new online presence will encourage families and the wider public to take advantage of our excellent mid-week and weekend seats and prices for even the most popular of West End shows."

Dan Pearce, Managing Director of West End Theatre Bookings is available for interviews and comment. 

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About West End Theatre Bookings Ltd:

Established in 1987 and is a founder member of STAR (The Society of Ticket Agents and Retailers). They provide advance and on-the-day tickets for all major London theatres and playhouses, as well as specialising in theatre breaks packages.

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* All bookings are taken through our secure server

* Founder members of STAR, the Society of Ticket Agents & Retailers

* The Ticket Agents Association (TAA)

* Visit London Platinum Partners, in association with our parent company Superbreak

* Associate members of UKinbound

* Associate member of The Society of Golden Keys

Link to Matinee tickets: www.matineetickets.co.uk

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