When Plaza Suite, Neil Simon’s acclaimed play that explores the complexities of love and marriage, premiered on Broadway in 1968, the highest-priced seats were just under $10. Adjusted for inflation, that would be around $88, or £71, today. Fast forward to next year, and the show is set to open in London’s prestigious West End, starring none other than Sarah Jessica Parker and her husband, Matthew Broderick. However, this news has sparked a renewed debate about the exorbitant cost of theatre tickets, as premium “package” seats for Plaza Suite will be priced at £395.
The discussion surrounding these sky-high ticket prices comes at a time when many people are struggling to cope with the rising cost of living. After tickets for the highly-anticipated West End production went on sale, theatergoers expressed their astonishment and frustration at the steep prices. Numerous online forums were buzzing with comments about how unaffordable these tickets are, with one person remarking, “I can’t believe there are £395 tickets! Who can afford them?” Another individual shared that they had managed to snag seats during the presale for £200 each but acknowledged that the prices were still outrageous. Despite the criticisms, it is expected that the show will sell out, regardless of the sky-high pricing.
Social media platforms like X (formerly Twitter) also became a platform for discussing the £395 tickets. Some users described the price as “eye-watering” and “outrageous,” while others pointed out that there are cheaper options available. It’s important to note that the £395 Plaza Suite tickets include various extras, such as access to the Ambassador Lounge, three glasses of champagne, a dessert board, an ice-cream, and a programme. However, there are also seats available a row or two back for £300 that do not come with any additional perks. For those on a tighter budget, tickets can be purchased for as little as £25, and a limited number of £40 tickets will be available for every performance through an online weekly lottery.
A spokesperson for ATG, the theater company behind Plaza Suite, clarified that the £395 price is for a package that includes additional benefits. While these premium tickets may seem expensive, they are not unheard of in the West End theater scene. In May 2022, a controversial pricing strategy resulted in the cost of some seats for the play Cock briefly rising to £400. After public outcry on social media, those seats’ prices were reduced to £175. Similarly, at the musical Cabaret in London’s Playhouse Theatre, “dining seats” priced at £375 each include a three-course meal and half a bottle of champagne.
Looking beyond Plaza Suite, the upcoming production of King Lear, directed by Kenneth Branagh, at London’s Wyndham’s Theatre offers non-package tickets priced at £250 and £227.75. This variety of ticket options aims to cater to different budget ranges. The concern of high ticket prices in the West End theater industry has been raised by various actors and industry insiders. In August, David Tennant voiced his opinion that the prices of theater tickets in the West End could deter the next generation of theatergoers. Earlier in the year, Sir Derek Jacobi criticized high ticket prices and expressed his fear that theater was becoming elitist due to the cost of living crisis.
A survey conducted by The Stage this year revealed an average premium ticket price of £141.37, with the cheapest tickets averaging £25.44. Even with the discussions surrounding ticket prices, theaters are facing numerous challenges, including rising costs and financial uncertainty. For many productions, recouping the costs and making a profit within a limited time frame is a significant challenge. Theatres depend on additional revenue streams, such as bar sales, programmes, and VIP packages, to sustain themselves. This financial landscape contributes to the pricing of top-tier tickets.
It’s important to acknowledge that ticket resellers, or touts, play a significant role in the ticket market. They often purchase tickets and resell them at greatly inflated prices on unofficial platforms. This practice has been prevalent for years, with tickets for Tennant’s performance of Hamlet in 2008 being offered by touts at prices exceeding £1,100 for a pair.
In the case of Plaza Suite, Sarah Jessica Parker’s West End stage debut after a successful run in New York, opinions on the play have been varied. The Guardian awarded it three stars, while the New York Times noted that the play was haunted by the lingering effects of the #MeToo movement.
To put matters into perspective, the most expensive tickets for Plaza Suite on Broadway were priced at $599 (£482).
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