ThrillerWest End
03 · Launch
Pricing & on-sale launch
House scaling, premium tiers, groups and access rates, and on-sale day monitoring.
The launch
How we approach a launch
We start from the audience and the venue: who the show is for, what comparable shows charge, and where the best and weakest seats are. From that we build the seating plan, the price bands and the premium seats, and decide which performances to price up or down.
We agree the agent allocations and any early offers or priority booking, then check that every price and allocation is set up correctly in the ticketing system before anything goes live.
On-sale day
What happens on on-sale day
We're on hand from the moment booking opens, watching sales come in by performance and price band. We look for problems such as queue issues, wrong prices or performances selling too fast or too slowly, and fix them the same day.
At the end of the day you get a report on what sold, where and at what average price, with recommendations for the days that follow.
03 · Launch
What's included
- House scaling and premium tiers
- Groups, education and access rates
- Agent and priority booking plan
- On-sale day monitoring
The specialism
In practice
- Pricing & Total Seater Strategy
- Scaling the house, setting price bands and building the pricing architecture around real demand data, not guesswork.
FAQs
Common questions
How far ahead should we plan an on-sale?
Ideally around eight weeks before booking opens, so pricing, the seating plan and agent deals are settled in good time.
Should we use dynamic pricing?
Often yes, but carefully. We'll recommend where prices can flex with demand and where steady prices protect value and goodwill.
How do you set premium seat prices?
From demand for comparable shows, the quality of the seats, and how quickly they sell once on sale. We review them weekly.
What happens if the on-sale is slower than expected?
We look at the data straight away and recommend changes: price adjustments, offers through particular agents, or targeted marketing on the performances that need it.
Do you work with our marketing agency?
Yes. Pricing, offers and the marketing calendar need to line up, so we work closely with whoever is running the campaign.
The proof
Shows we have worked on
Kind words
What producers and partners say
Tommy has a remarkable understanding of the theatre business, particularly ticketing and audience development. He has a real instinct for what works in the London market. He's exactly the kind of professional I want beside me when we are trying to fill a house, and someone people genuinely enjoy working with. I recommend him without hesitation.
It was a pleasure working with Tommy. He brought a creative approach to the project and was always enthusiastic about developing ideas and finding solutions!
We've had the joy of working with Tommy for a decade and he has brought deep operational knowledge and a great initiative, culminating in an impressive financial performance for every production we have worked on together. He's unquestionably become a seriously invaluable member of the team.
What comes next
Related services
Let's talk about your show
Empty seats are not an option
Your first get-to-know-you meeting is free.