Todaytix, a free ticketing app, has been running for New York theatre since 2013, where it has been dubbed Broadway’s version of taxi app Uber. It is now available in London, offering tickets for more than 40 shows that can be ‘bought in 30 seconds or less’ using the app, and its founders claim it will make the West End “more accessible than ever”.
Users are able to search by date, price, genre and location of the show or theatre, with tickets available from a week in advance to just 60 minutes before a show starts, giving audiences even more flexibility when in the capital and looking for a show to see. Tickets are available for shows both on the fringe and in the West End, including the large blockbuster musicals. It is argued that the app will help discover a new generation of theatregoing audiences, through the ease and simplicity of using the app. It may even encourage users who have never been to a theatre before to buy tickets, as it is becoming more hassle-free for every user.
It is believed that the app will appeal to new and younger audiences, as well as a new generation of theatregoers. This in turn will develop and enhance the future life and health of the theatre industry, by engaging with new audiences and providing them with a slick and efficient service. The founders claimed that 30% of tickets for West End shows go unsold each year, and that the app would create a way to bridge the gap by offering users the unique ability to browse a wide range of West End shows at the last minute.
Users who buy tickets using the app will pay a £3 charge per ticket, however this does not change based on the price of the ticket. The founders have also claimed that ticket prices will never be marked up, unlike many ticket touts who do so immorally. Using the app, audiences will also be able to rate shows and receive notifications about when sold-out productions become available.