The ticket-buying jungle (updated)

I last blogged on buying theatre tickets in London over a year ago, so I thought it was time to check again to see if anything has changed.

I’d been listening to visiting students’ experiences booking tickets for shows online. Inevitably they began by Googling the show and more often than not they landed on a sponsored ad for a ticket agent selling tickets at a mark-up price.

Her Majesty's

                   Her Majesty’s Theatre

I am happy to say that if you Google a London show these days you are more likely to arrive at the show’s official site, which leads you to the official ticket agency for that show – very often the owner of the theatre. That’s the good news. The not so good – and surprising – news is that the official agent may not offer you the best deal.

I was looking to buy tickets for a date in November for two long-running shows, Phantom of the Opera and The Woman in Black. The results are printed below, but the conclusion I came to, which is not quite the same conclusion as last time, is that the important thing when booking tickets online is to SHOP AROUND.

Phantom of the Opera (




What is the best way to book a theatre ticket in London?

  • If you live here and have the time, visit the theatre itself and see if they offer deals. Many of them sell cut-price tickets on the day, or offer student or other discounts a couple of hours before the performance.
  • Visit the Official London Theatre tkts booth in Leicester Square. They sell tickets for West End shows at half price plus a booking fee, but you mostly have to buy them on the day. You can check availability on their website at WARNING: There are dozens of ticket agents in the Leicester Square area calling themselves ‘Official’, so you need to make sure you’re at the right place.

Tkts booth (

  • If you are booking online then SHOP AROUND for the best deal. Begin with the official site for the show, but you may find, as I did, that other ticket agents offer better deals.
  • Some outlets such as Time Out – – have special offers on shows.

NB: If you are booking for a show at the National Theatre, the Globe, the RSC or the Barbican, go to the theatre’s or the company’s website. Likewise for shows on the fringe.


How do I know if a ticket agent is legitimate?

  • Check to see if they are a member of STAR (Secure Tickets for Authorised Retailers – If not, this doesn’t mean they are disreputable, but you don’t necessarily know who you are dealing with. Most reputable agents will tell you what the face value of the ticket is and how much they are charging on top.
  • Most independent ticket agents will have similar offers, so BEWARE the sole agent who offers tickets for a totally sold-out show.
  • NEVER buy from anyone in the street, or outside the theatre itself. Ticket touts are the scourge of live events everywhere. If you are waiting in a queue for returns inside a theatre and someone offers you a spare ticket, check with a member of the theatre staff that it’s genuine before handing over your money.


So who is offering the best deal on tickets for Phantom and The Woman in Black for today, 24 October?

The official website for Phantom is See Tickets and a top price stalls ticket costs £71, which is £66.25 + £4.75 booking fee. The second price stalls ticket is £53, £48.75 + £4.25 booking fee.

The official website for The Woman in Black is The Ambassador Theatre, booking through But the best price for today’s ticket is through tkts, at £26.75 or £16.75 (plus a booking fee of £3 or £1). Atg has one ticket left in the stalls at £47.50 (£19.50 for students or £23 for seniors, no booking fee).

Some independent tickets agents such as have special offers in November for stalls tickets at £27.50, with no booking fee (Normal price £47). But they don’t tell you where you’ll be sitting.

There’s more information below:

GOOGLE SEARCH RESULTS for The Woman in Black & Phantom
for Tuesday 11 November 2014

When Googling Phantom the official site comes up first, and booking through the site takes you to See Tickets or Ticketmaster.

The Woman in Black’s official booking site takes you to atgtickets.

The following four companies are independent agents charging a mark-up.
Phantom: Stalls row M, £63 (face value £50) + £2.50 postage.
TWIB: Stalls row D £60 (FV £47.50); stalls F (special offer) £28.99 (FV £47.50)  – as above.
Phantom: Stalls row O £67.50 + £2.50 postage (no face value)
TWIB: As above
Phantom: Stalls “second price”, no row number, £58 (£50 + £8 booking fee)
TWIB: Stalls top price £27.50 (no booking fee) (The Ambassador Theatre Group, official site for TWIB)
Phantom: (redirected to Stalls row Q £57 (£50 + £7.50 booking fee)
TWIB: Stalls F £47.50 + £3 transaction fee
Phantom: Stalls row P £53 (£48.75 face value + £4.25 booking fee)
TWIB: Stalls row D £52.25 (£46 face vlue + £6.25 booking fee)

If in doubt or need of more information or advice please CONTACT ME on and I will see if I can help.



THE AMBASSADORS THEATRE GROUP own the Apollo Victoria, Donmar, Duke of York’s, Fortune, Harold Pinter, Lyceum, Phoenix, Piccadilly, Playhouse, Savoy, Trafalgar Studios.


Lyceum Theatre

THE REALLY USEFUL COMPANY own the Adelphi, Cambridge, Her Majesty’s, Palladium, New London, Theatre Royal Drury Lane.

Theatre Royal Drury Lane

DELFONT MACKINTOSH own the Gielgud, Noel Coward, Novello, Prince Edward, Prince of Wales, Queen’s, Wyndham’s.


NIMAX THEATRES LTD own the Garrick, Lyric, Apollo, Vaudeville, Palace and Duchess Theatres.

SIR STEPHEN WALEY COHEN owns the Victoria Palace & the Ambassadors Theatre.


Ambassador’s Theatre

THE OLD VIC THEATRE TRUST (Robert Bourne & Sally Greene) own the Old Vic & the Criterion Theatres.

Old Vic

Old Vic Theatre


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s