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 ticket pricing operates on a supply and demand model similar to airline fares. Increased demand for shows typically results in higher ticket prices, and venues will often implement dynamic price increases as the date of a specific performance draws nearer.
Peak vs. Off-Peak
Theatre pricing structure is tailored to 2 specific times - peak and off-peak. During peak periods, shows will be confident they can sell out their ticket allocations at higher prices, while conversely, tickets during quieter periods will be more difficult to sell.
Deals & Promotions
To help with ticket sales, especially for off-peak performances, ticket agents and theatre companies implement many types of deals and promotions, aimed at keeping theatres full whilst maintaining interest and demand for shows.
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
Deals for families
Groups of 6+ or 10+ people
Resales, standing tickets and more
A promotion is an annual event, each of which runs once or twice a year. During this time, you can secure real bargains for many shows. These are often during off-peak times of the year, such as after New Year or after the summer break, but you can still buy tickets for shows weeks in advance. There are generally 5 or 6 promotional events each year, such as London Theatre Week, Black Friday and Kids Week.
Whilst many of these deals and promotions are mainly aimed at off-peak performances, you can still find many for peak times, although in truth these tend to be for shows struggling to fill seats. This does not mean they are bad shows (far from it), it just means they are running their course. Most West End shows have a limited life-span, but they remain great shows.
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 Guide→Best Time to Visit
Peak and off-peak periods are one of the main factors in determining ticket prices. These are roughly split like this:
School or Bank Holidays could cause price surges during certain times of the year.
While this is true in most cases, you should be aware that school or bank holidays will most likely inflate tickets prices during those periods. We've added the rough times of these on our full Best Time to Visit guide, and have added the exact dates to our Calendar so you'll know which dates are best to avoid.
Not 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.
Learn more about our mission and how to make the most of our site to help you find the best ticket prices.
Discover More About Us→Where to Buy Tickets
Choosing where you buy your theatre tickets from is crucial if you want to get the best value tickets available. Many agencies will add commission fees that will likely inflate the price well above what you would expect to pay.
The first step you should take is to see if there are deals or promotions for any of the shows you're interested in. These will almost always give you the best value for your tickets, and can be found on a variety of websites including ticket agencies. There are also great offers to be found on the Official London Theatre (TKTS) website, especially if you're looking for last-minute deals. You can finds discounts of up to 65% on tickets for shows that are running that day.
If you're out of luck, and there are no offers available, your next best option is to book directly from the official show website, or via the theatre website that is hosting the show.
One website we especially recommend is Twickets, which is a ticket resale website that allows you to buy tickets at face value or less. You can even place bids on tickets that people need to offload. Many of the cheapest theatre tickets we've ever found have been on Twickets!
There are a few other options if you're traveling as a group, or if you are interested in combining your theatre tickets with a hotel stay. These are all listed below.
| Source | Best For... |
|---|---|
| Official Websites | Offers / Competitions / Group Tickets |
| Official London Theatre (TKTS) | Last-Minute Deals / Promotions |
| Agency Websites | Flash Deals / Promotions / Competitions |
| Reseller Sites | Cheap/Sold Out Tickets |
| Group Line | Group Tickets |
| Package Deal Websites | Hotel/Restaurant and Theatre Tickets combined |
| TKTS Booth / Theatre Box Offices | In-Person Tickets |
Budget Buying Guide
There are many options available to you if you want to visit the theatre but have limited resources. Even if you're not visiting London during one of the annual promotions, there are some great deals to be found.
One great option is to take your chances with the Rush or Lottery for a show. Rush tickets are released on the morning of the performance, and Lottery tickets are usually released a few days before the performance. Both these allow you to purchase tickets for a fraction of their original price. While these do not guarantee you a ticket, we've added some tips to help maximise your chances of securing some.
If you are really limited on budget, then the easiest option is simply to go for the cheapest seats in the theatre. While these tend to be quite restrictive or far away from the stage, they sometimes offer great value for money. Just be aware that budget seating for popular shows can get snapped up quickly, so it's best to book these early.
Otherwise, you could watch an Off-West End or Fringe show which are usually much cheaper, yet can still match the quality of a West End production.
One of the cheapest ways to see a show is to use seat filler websites, which allow you to get heavily discounted tickets in exchange for your attendance. You may be concerned that these shows won't be very good, but actually we've seen some fantastic productions for less than £10!
Finding the Best Seats
Choosing your seats is arguably the most important decision you will need to make before committing to see a show. This can sometimes be make-or-break, as watching a show from a seat with a highly restrictive view of the stage can really dampen your experience. Many of the theatres in the West End are over a hundred years old, so their design and seating arrangements can lead to some seats not having the best view.
Fortunately, there are many resources available where you can check the quality of the seat, such as comfort, legroom, and more importantly it's view to the stage. Websites such as Seat Plan have thousands of ratings and photos of each seat, supplied by theatre-goers who have previously seen the show.
If your seat has a low Rake or no Stagger, you could find that person in front of you highly restricting your sightline to the stage. If you choose to sit near the front, ensure the height of the stage won't restrict your view, or conversely, if you're looking for cheaper seating near the back, you should be aware that pillars or the overhang of the tier above won't get in the way.
Value for money is also an important factor, as a premium stall seat can easily cost five times more than a budget spot in the back. However, savvy booking through promotions or grabbing last-minute seats can occasionally land you a premium view for the price of a budget ticket.
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.
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, 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.