facebook play-alt chevron-thin-right chevron-thin-left cancel location info chevron-thin-down star-full help-with-circle calendar images mail whatsapp directions_car directions_bike train directions_walk directions_bus close spinner11
Are you missing theatre as much as we are? Support us now with Theatre Tokens and see your favourite shows when they reopen. #IMissTheatre

Avenue Q pioneers mobile phone tickets

First Published 17 April 2008, Last Updated 15 May 2008

Avenue Q has become the first show in the world to offer customers the chance to buy and receive their tickets directly via their mobile phone, after Delfont Mackintosh Theatres decided to incorporate mobile ticketing into their box office system.

The unique new ticketing system allows customers to look at a seating plan, choose and purchase their seats and then use kiosk scanners at the entrance to the theatre to read the barcoded tickets which are sent to the phone. To use the system, theatregoers text the words Avenue Q to 82500, and are then guided through the ticket buying process.

John Graham, Marketing Director of Trinity Mobile, which runs the system in conjunction with Galathea STS, said: “This really will be a world first and Delfont Mackintosh Theatres are to be congratulated for their innovation and forward thinking here.”

The track record of Galathea STS, which provides the commonly used ENTA box office system to theatres around the world, should reassure customers who are worried about security. The system is designed to be as fast, secure and efficient as buying tickets on the internet. It could also help rid the West End of ticket touts.

Graham said: “The security and instant issue capability of digital barcode tickets will drive down ticketing commissions, prevent forgery and touting, as well as save an awful lot of trees!”

The first tickets were sold using the system on 16 April, and could herald the start of a theatre ticketing revolution. According to Jupiter Research, this kind of ticket purchasing is set to grow tremendously, and will be worth an estimated £17 billion by 2009.



Sign up

Related articles

If you click through to seat selection (where you'll see either best available or a seating plan), you will be seeing the most up-to-date prices. If this differs from what we've written on the calendar, please bear with us, as those prices will update soon.

We now sell our famous TKTS Booth discounts online here at Official London Theatre.

We are now cancelling all performances up until and including 31 May 2020 to help us process existing bookings whilst we wait for further clarity from the government in terms of when we will be able to reopen.

We are so sorry that in these testing and difficult times you are not able to enjoy the show you have booked for and hope the following helps clarify next steps in respect of your tickets .

There is nothing that you need to do if your performance has been cancelled, but we do ask for your patience.

If you have booked directly with the theatre or show website for an affected performance, please be assured that they will contact you directly to arrange an exchange for a later date, a credit note/voucher or a refund. If you have booked via a ticket agent they will also be in contact with you directly.

We are processing in strict date order of performance, so you are likely to be contacted after the date you were due to go to the theatre. However, we want to reassure you that you will be contacted, and your order will be processed, but please do bear with us.

We’d like to thank everyone who has been patient and kind in dealing with their ticket providers so far and we are sorry that we cannot process your order as quickly as we would like.

Please do not contact your credit card company as that will slow the process down and put an additional burden on our box office and ticket agent teams.

In order for us to serve our audiences the best we can, please do not get in touch with your point of sale if you have booked for performances after 31 May. Please be reassured that if we have to cancel future performances you will be directly contacted by your theatre or ticket provider. Our producers continue to plan for all eventualities dependent on the individual needs of their shows and we will provide further updates on specific shows as and when they become available.

We look forward to welcoming you back into our theatres as soon as we are allowed to resume performances. In the meantime stay safe and healthy.

While theatres are currently closed, various venues and productions are making announcements for their individual shows, including cancellations and rescheduled performances. Please check with the individual shows for details.