Guides8 min read
The Ultimate London Theatre Ticket Guide
Do you ever find yourself searching endlessly for the best theatre deals in London? Or maybe you're visiting London for the first time and want to learn the best ticket buying strategies? Eveything you need to know is right here!
Ticket Pricing Explained
London theatre pricing operates on a supply and demand model similar to airline fares. Venues will often implement dynamic price increases as the date of a specific performance draws nearer.
Peak vs. Off-Peak
Pricing structures are tailored to two specific times. During peak periods (weekends, holidays), shows are confident they can sell out, so ticket prices rise.
High Demand = Higher Prices
Deals & Promotions
Conversely, tickets during quieter periods are more difficult to sell. Ticket agents and theatre companies will implement massive promotions to keep the venues full.
Low Demand = Huge Savings
Theatres want to maximise revenue, but they also want to ensure each show is as close to maximum capacity as possible. Each empty seat means less money. There is a balancing act.
Explore the Full Guides
The five guides below will help you maximise your chances of getting the best possible ticket price.
Buying Strategies
Whether you're looking for a specific show, a specific date, or just the cheapest possible way to see a show, we've written a strategy for every scenario.
Buying Early
Booking weeks or months in advance is the most reliable way to secure tickets for popular shows at their base prices before dynamic pricing kicks in.
- First check if there are any promotions around the dates you want to book for. Unless you want to see a very popular show or during peaks periods, it's sometimes better to wait until a promotion to buy your tickets.
- If not, check for early-bird deals on our Show Search page.
- If there aren't any early-bird deals, check prices on the official show or theatre website (links can be found on each show on our site). Buy as early as you can. Minimum 2 months ahead - the earlier you can buy, the better (in most cases)!
- Compare with a couple of agency websites such as TodayTix or London Theatre Direct .
Buying Late or Last-Minute
If you're already in London and have flexibility in your choice of show, same-day strategies like Rush and Day seats offer some of the deepest discounts in the West End.
- Ensure you have signed up to any lotteries the previous week, to give yourself a chance of getting cheap tickets.
- Enter any Rush or Day draws on the morning of a performance.
- Check for cheap same-day tickets on TKTS.
- Check for any cheap resold tickets on Twickets.
- Ensure there are currently no promotions currently running. If there are, you may still be able to buy some cheap last-minute tickets from those.
- Check for returns or standing tickets at the show's box office.
Buying for Peak performances
Peak times, such as weekends and school holidays, are when ticket prices are at their highest. Use these strategies to avoid overpaying.
- If you can, buy tickets at least 2 or 3 months in advance for better rates.
- See a show that charges the same or similar rate for both off-peak and peak. Look for the No Peak Surcharge symbol on our Show Search page.
- Check for any cheap resold tickets on Twickets.
- See an Off-West End or Fringe show instead. These are often much cheaper during peak periods.
Buying during Promotions
Annual promotions are the gold standard for London theatre deals. Here is how to make the most of them.
- Find out when the promotions are going to be available. Some of these have no advanced warning when they start, but you can find the approximate dates on our Calendar.
- Although there are normally plenty of tickets available for the entire span of a promotion, it's best to buy tickets as early as you can, since the better seats will always be taken first. This is especially true of the New Year's Sale.
- You can usually buy tickets for performances 2 or 3 months after the promotion ends, so it's a good time to stock up.
- Very popular shows will not usually have promotional tickets available to buy.
- Peak performances will also usually not be available.
Buying for a Specific Show
For popular shows, refer to the Getting into Popular/Sold-Out shows section below.
- Always check for any deals or promotions first. Visit the Show Search page and locate the show you intend to see to find out which deals are currently on offer. Even if there aren't any current promotions, if there are likely to be any before you intend to visit, it's better to wait until the promotion to buy tickets.
- Sometimes it's best to wait until the day of the performance, as you can often get cheaper tickets from TKTS, or go for the Rush or Day tickets.
- Check agency websites such as TodayTix or London Theatre Direct just in case they have specific deals for that show.
- Compare prices with the official website. These can be found by selecting a show from our Show Search page.
Buying for a Specific Date
If you have a fixed date you're visiting London.
- Check if any promotions will be available around your intended date (applies to off-peak only).
- If you are flexible about seeing any show, wait until closer to the time - See Buying Late or Last-Minute.
- If there only 2 or 3 shows you're interested in seeing, it's best to book well in advance direct from the official website of the show.
Getting into Popular/Sold-Out shows
Tips for getting into sold out or very popular shows.
- Book as early as possible. If tickets have yet to go on sale, buy tickets as soon as they are available. This is especially true for shows due to start A-listers.
- Take your chance with the Rush or Day tickets if there are any for that show. If you are persistent and have multiple devices or friends who can help, and if you try every day you will have a fair chance.
- Check Twickets to see if there are any people reselling their tickets. There will almost always be some available at some point.
- Go to the theatre's Box Office each day as soon as it opens, or around 90 minutes before the show is due to start. They will sometimes have returns or may even save tickets for the day's performance.
The Ultimate Buying Strategy
To maximise your chances for getting the cheapest tickets available, you can follow this routine:
Daily Routine
- Enter as many Rush and Day ticket draws as possible. Be ready at 10 am on TodayTix for the Rush tickets, and check here for Day Ticket draw times.
- Check the TKTS website for cheap last-minute deals.
- Check the Twickets live stream for any cheap theatre tickets.
Weekly Schedule
| Day | Events & Routine |
|---|---|
| Mon | The Lion King and Hercules day tickets on sale at midday for the entire week's performances. £15 tickets available for any shows playing at the Royal Court (Jerwood Theatre Downstairs and Upstairs). Enter the Cabaret Lottery - Open until Wednesday. Enter the Operation Mincemeat Lottery - Opens fortnightly. Enter the Matilda the Musical lottery - Open until Wednesday. Enter the Oliver! lottery - Open until 10 am Tuesday. Enter the ABBA lottery - Open until the following Tuesday at 10:59 am. Enter the Paddington lottery - Monthly only. Enter the Hamilton lottery - Open until Thursday. |
| Tue | ABBA lottery drawn at 11 am. |
| Wed | Cabaret lottery drawn at 1 pm. Paddington lottery drawn (first Wednesday of the month). Wicked Day tickets available online at 10 am for all performances in the following week. |
| Thu | Oliver! lottery drawn at 1 pm. Hamilton lottery drawn at 1 pm. Matilda the Musical lottery drawn (time unspecified). |
| Fri | National Theatre 'Rush' Day tickets available for any shows playing there. Join the queue at 12:30 pm ready for the rush at 1 pm Shakespeare's Globe £5 Standing tickets go on sale at 11 am for next week's performances. Enter the Harry Potter and the Cursed Child lottery - Open 12:01 am to 1 pm (drawn at 1 pm). Operation Mincemeat Lottery drawn (fortnightly - time unspecified). |
Annual Promotions
Check for annual promotions (exact dates are unknown until the promotion begins).
Always try to buy tickets during one of the annual promotions. These will be available for the majority of West End and some Off-West End or Fringe shows, although the very popular shows will usually choose not to be included in the promotions.
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