London theatre Donmar Warehouse has announced a new ticket scheme with Barclay’s. For ‘Barclay’s Front Row’, 40 of the venue’s front row seats will be priced at just £10 for every performance, with no booking fee charged. The scheme is hoping to reach out to new audience members and as such is only available to those who have not attended a performance at the Donmar before.
Due to the theatre’s popular programming, with many performances transferring to the west end, it has gained a reputation with theatre goers for ‘hard to get hold of’ tickets. New shows sell out fast in the 250-seat theatre, leaving many keen audiences unable to book.
Artistic director Josie Rourke said: ‘We’re hoping to turn the imaginary sign on the door around from “closed” to “open” for new audiences. While there are some “blockbuster” shows which do sell out, more often than not there are tickets available, so it is unhealthy for people to see us as closed.’
The Donmar previously had a system which designated ‘day seats’ that were held back until 10am. Visitors had to queue for tickets and purchase them in person. The new subsidy scheme, however, will involve seats being released each Monday for performances two weeks ahead. The tickets will still be purchasable in person, but will also be available to buy online or by phone.
Rourke said of the scheme: ‘We felt the best way of changing perception was by creating an offer that made sure people could get constant, regular access to tickets without having to join a physical queue.’
The first set of ‘Barclay’s Front Row’ tickets will go on sale on 19 November, for an all-femaleversion of Julius Caesar. For more information, visit www.donmarwarehouse.com.