The Society of London Theatre's (SOLT's) annual initiative Kids Week in the West End has achieved another record-breaking summer with 73,426 tickets sold for the three-week event - an increase of 7.5% on 2010's ticket sales.
Kids Week was again extended by popular demand and ran from 12 August until 4 September 2011. The initiative encourages young people and families to get involved in theatre through its ‘Kids Go Free' ticket deal and its fantastic range of more than 60 free activities, workshops and events including song and dance sessions, behind the scenes tours and ‘meet and greets' with West End performers.
"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."
Kids Week's success coincides with an increase of family-friendly programming in London's West End. More producers are now offering additional children's shows during the day, with the theatre's regular shows in the matinee and evening slots.
Nica Burns, Vice-President of SOLT and Chief Executive of NIMAX Theatres, said: "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 theatre-going, 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."
Family entertainment is hugely popular, particularly during the traditionally busy Christmas and New Year period. SOLT advises families to book well in advance for London's theatrical winter treats which this year include Potted Panto, Swallows and Amazons, Sooty at Christmas, The Snowman, English National Ballet's The Nutcracker and The Unicorn Theatre's The Snow Queen.
For family-friendly theatre news and information, visit www.officiallondontheatre.co.uk. For further ticket offers, competitions and fun theatre conversation, follow Kids Week on Twitter (www.twitter.com/kidsweek) and become a fan on Facebook (www.facebook.com/kidsweek).
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