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!
Contents
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.
Knowing the right time to buy your tickets is crucial to getting the most favourable price for a ticket.
Deals & Promotions
There are so many opportunities to get cheap tickets for London shows if you know where to look. Theatres use many different types of deals and promotions to help ensure they are at maximum capacity before the performances begin.
A deal is usually an 'always-on' offer, available on certain websites or a show's official site. These are incentives such as last-minute deals, group or family deals, early-bird deals when you're booking ahead, or even lotteries or other competitions.
Buying on the day of the performance
Booking weeks in advance
Cheaper same-day tickets (not guaranteed)
Discounted tickets (not guaranteed)
Cheaper same-day tickets (not guaranteed)
Booking ahead for new shows
Young persons, students & children
General deals from agencies or official websites
Groups of 6+ or 10+ people & families
Resales, standing tickets and more
A promotion is an annual event to help with ticket sales during less busy periods, and you can secure real bargains for many shows during these times.
There are generally 5 or 6 promotional events each year, such as London Theatre Week, Black Friday and Kids Week, when you can buy tickets for shows weeks in advance.
Most deals and promotions are mainly aimed at off-peak performances, but you can still find many for peak times, although in truth these tend to be for shows that are struggling to fill seats.
For a breakdown of all the deals and annual promotions available to theatre-goers in London, visit our guide below.
Other Ways to Get Cheap Tickets
There are many other hints and tips found throughout our guides, such as buying re-sold tickets, which is in our opinion often better than getting tickets through deals and promotion.
Cheap Tickets GuideBest Time to Visit
Peak and off-peak periods are one of the main factors in determining ticket prices.
Sep – Nov
Dec – Early Jan
School or Bank Holidays could cause price surges during certain times of the year.
While this is true in most cases, school or bank holidays will most likely inflate tickets prices during these periods.
We've added the exact dates of every holiday period to our Calendar so you'll know exactly which dates are best to avoid.
View CalendarNot only are tickets generally cheaper during the quieter off-peak periods, but shows will also have many more deals and promotions available, so you can often buy tickets for a large discount.
If your only option is to visit during the peak periods, then it is still possible to find some bargains. We've have many hints and tips on our site, and you can also use our Show Search page to find those bargains.
Where to Buy Tickets
Choosing the right place to buy is crucial. Many agencies add hidden commission fees that artificially inflate the price. Follow this simple 3-step strategy to get the best value:
Look for Deals & Promotions
Your very first step should be checking for active deals. Found on various agency websites, these promotions will almost always offer you the best baseline value.
Check for Last-Minute Deals
If you are flexible or booking on the day of the show, the Official London Theatre (TKTS) website is unmatched. You can regularly find discounts of up to 65% for same-day performances.
Book Direct
If you're out of luck and there are no offers available anywhere, your safest option is to book directly from the official show or theatre website to ensure you avoid third-party markups.
Twickets
A ticket resale website that ensures tickets are bought and sold at face value or less. You can even place bids on tickets if people are desperately trying to offload them. Many of the cheapest tickets we've ever found have been here!
Full Twickets GuideHere is a quick reference for other options to grab your tickets
| Source | Best For... |
|---|---|
| Official Websites | OffersCompetitionsGroup Tickets |
| Official London Theatre (TKTS) | Last-Minute DealsPromotions |
| Agency Websites | Flash DealsPromotionsCompetitions |
| Reseller Sites | Cheap TicketsSold Out Shows |
| Package Deal Websites | Hotel + TicketsRestaurant Bundles |
For a complete breakdown of every official website, app, and physical location for theatre tickets, visit our guide.
Visit Buying GuideBudget Buying Guide
If you have limited resources and aren't visiting during one of the annual sales, don't worry. There are still incredible deals to be found if you know which strategy to use.
Take your chances with Rush & Lottery
Rush tickets are released on the morning of the performance, while lotteries are usually drawn a few days prior. While they do not guarantee you a ticket, they are the absolute best way to see a premium show for cheap.
Target the Cheapest Seats
If you are really limited on budget, the easiest option is to simply buy the cheapest seats in the house. While they tend to be restrictive or far away from the stage, they still offer great value for money to get you into the room.
Explore Off-West End & Fringe
The West End isn't the only place to see world-class theatre. You can often watch an Off-West End or Fringe show which is usually much cheaper, yet can easily match the quality of a major West End production.
For a complete list of budget-friendly theatre options, visit our full guide.
View Full Budget GuideFinding the Best Seats
Choosing your seats is arguably the most important decision you will make before committing to see a show. A highly restrictive view can truly make or break your experience.
Many West End theatres are over a hundred years old, so their seating arrangements can lead to some seats having restricted views.
Watch Out For These Common Hazards:
👀Rake & Stagger
If your seat has a low rake (slope) or no stagger (offset), you may find the person in front of you completely blocking your sightline.
📏Stage Height
If you choose to sit very close to the front in the Stalls, ensure the height of the physical stage won't cut off your view of the actors' feet.
🏛️Structural Pillars
If you are looking for cheaper seating near the back, be hyper-aware of structural pillars that could sit directly in the middle of your view.
🏗️Tier Overhangs
Sitting too far back in lower tiers means the overhang of the tier above might cut off the top half of the stage or set.
Verifying Your Seat
Fortunately, resources like Seat Plan exist. They offer thousands of photos and ratings supplied by previous theatre-goers so you can check comfort, legroom, and views before you buy.
Remember: A premium stall seat can cost 5x more than a budget spot. However, savvy booking through promotions or grabbing last-minute deals can occasionally land you a premium view for the price of a budget ticket!
For a complete breakdown of every seating tier and sightline issue, visit our full seating guide.
View Full Seating GuideLearn more about our mission and how to make the most of our site to help you find the best ticket prices.
Discover More About UsBuying 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.
Strategy Contents
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 theNo Peak Surchargesymbol 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:
Note: Other deals may be available. We've only listed the long-running ones below, so always search for these via our Show Search page to ensure you're not missing out on any!
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.