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geemong
22 Oct 2022 - 09:58:53
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'Theatres should keep prices low in cost-of-living crisis'


https://ichef.bbci.co.uk/news/976/cpsprodpb/0680/live/91f23f20-5127-11ed-ac87-630245663c6a.jpg


The owner of a new West End theatre has said keeping ticket prices low will be key to venues surviving the cost-of-living crisis.

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Marvellous, the first show to be housed in Soho Place, formally opened on Thursday, to largely positive reviews from critics.

Some have noted the theatre itself, which has been described as "state-of-the-art", has the misfortune of opening during the early stages of a cost-of-living crisis.

But veteran theatre producer and co-founder of Nimax Theatres, Nica Burns, told BBC News: "Theatre has always proved itself very resilient.

"I agree with everything you say about the economic concerns, and food and rent is more important than everything else, but people save up to have something special that they can look forward to."

Burns suggested the key to surviving turbulent economic times could lie in keeping a lid on ticket prices, to ensure the arts remain relatively affordable for audiences.

"My personal point of view within the theatre is we have to be careful about prices," she said.

"You can get a really good seat here [Soho Place] for £25. And £25 isn't beyond saving up for. You could say, what do you pay for a cup of coffee at Pret? So if you think about it that way, if you give up your coffee for a couple of weeks, you'll get the price of a ticket.

"But I do think it is now time when we just have to be careful about not putting ticket prices up," she continued.

"And I would be very sad if it was an unaffordable activity for people. And also, for those that are canny, you can scout around for ticket prices on the net, and earlier in the week is always cheaper."

Soho Place is a 602-seat theatre near London's newly revamped Tottenham Court Road tube station.

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