Kids Week in the West End, London’s annual festival of theatrical family fun, proved more popular in 2011 than ever before, bringing 73,426 people through the doors of London’s theatres.
The record-breaking number of children and parents enjoying a London show as part of the kids go free deal represents a 7.5% raise on 2010’s results.
Run by the Society of London Theatre (SOLT) between 12 August and 4 September, Kids Week offered a free child’s ticket with every full paying adult to a number of London’s most popular shows, as well as a selection of exciting free activities giving young theatre fans a taste of West End life.
“Every year the popularity and success of Kids Week grows and grows and this year we have again seen a greater number of families taking advantage of this fantastic initiative”, said Chris Edmonds, Managing Director, Ticketmaster UK. “Ticketmaster is proud to work with SOLT on delivering this scheme to children and young people who want to get involved with the theatre at such a young age. This year we have seen yet another record-breaking attendance from those wanting to see great West End shows and take part in the wide range of free activities on offer.”
The success of Kids Week 2011 coincides with increasing family programming in the West End, with more theatres hosting children’s and family-orientated shows during the day while still staging their normal shows at matinee and evening slots.
SOLT Vice-President and Chief Executive of Nimax theatres, Nica Burns, added: “As a producer and theatre owner, I believe that shows for the under-5s such as Peppa Pig’s Treasure Hunt, The Gruffalo and The Tiger Who Came To Tea offer a great introduction to theatregoing, encouraging a love of theatre from an early age. I am delighted Kids Week has achieved another record-breaking year and look forward to celebrating the initiative’s 15th birthday next summer.”
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MA