Audience Development

Promoting Theatregoing

With annual West End theatre attendances of over 14 million, the Society encourages and promotes theatregoing to the domestic, overseas, group and corporate markets through a variety of promotions and events.

Press and Media Liaison

The Society acts as a point of reference for the media on London Theatre related issues. For more information visit the Press Room

Our Kids & Family section on the Official London Theatre website serves as an information point for parents and young people wanting to find out more about London Theatre.

Youth, Families and Education

The Society is engaged in a range of educational and audience development initiatives designed to make London Theatre accessible to young people, family groups and schools:

  • Kids Week in the West End was established in 1998. This is an annual event held at the end of August, aimed at encouraging young audiences to attend London theatre through ticket offers, activities, workshops and special events.
  • Get Into London Theatre, the aim of which is to promote theatregoing at an off-peak period, originated from the groundbreaking 'The Greatest Show On Earth' promotion in conjunction with the Mayor of London, created in response to the event of 11 September 2001. This is an annual promotion that offers reduced price tickets and activities to London shows during January and February of each year.
  • In addition, Society of London Theatre gives £150,000 a year support the work of Mousetrap Theatre Projects which includes the sponsorship of TheatreCraft and EducationLive.
  • The Society produces the Access Guide to London's West End Theatre to provide theatregoers with information about facilities at London's theatres. In 2000, with the aid of an Arts Council of England grant, SOLT initiated sign language interpreted and audio described performances for West End shows. The Society also plays a role in training theatre staff to provide assistance to theatregoers with a disability. For more information visit our Access section.