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London plays and musicals on Shaftesbury Avenue

London plays and musicals on Shaftesbury Avenue

Five ways you can help the theatre industry

First Published 19 March 2020, Last Updated 14 June 2021

After a difficult period of closures, theatres are now able to open with social distancing measures, but as of 14 June, the Government has delayed the relaxing of social distancing measures by a further four weeks to 19 July. While some of London’s West End theatres have announced openings, the theatre industry still needs our help. Many are unable to reopen with a limited capacity and will need our continued support.

During this challenging time, we’ve been overwhelmed by the number of people asking us how they can help to support theatres, shows and theatre professionals. Here are a few ways you can help.

1. Book theatre tickets 

A number of shows in London have announced reopening and we’ve put together an article of confirmed shows below. Please show your support by booking your tickets and don’t forget to share your experience using #BackOnStage

Please be aware that while the situation remains changeable, reopening dates for theatres and shows may continue to shift. If you have tickets for a performance that is cancelled or postponed, you will be contacted by your point of purchase for a guaranteed refund or exchange.

We stand by our ‘Book with Confidence, Exchange with Ease’ pledge, as we know how important it is to be flexible in current times. If you are not able to come to the theatre due to Covid, you can exchange your tickets up to 24 hours prior to a performance.

Please also look out for our industry-wide ‘See It Safely‘ mark on the show’s website and advertising – this means you can feel confident the show you are booking for is Covid-secure and following the latest Government guidance for live arts events.  For more information on the measures venues are taking to make your experience as safe and comfortable as possible, watch this video.

2. Buy Theatre Tokens

Theatre is nothing without its audiences, so if you are able to, why not treat yourself or your loved ones with Theatre Tokens so you have something wonderful to look forward to when we all get through this.

The brilliant thing about Tokens is they have no expiry date so you can feel confident in these uncertain times that you will be able to see a show at more than 260 theatres across the country including the West End as soon as we reopen.

SOLT and UK Theatre are not-for-profit organisations and have run Theatre Tokens for 36 years and so you can be reassured that every penny you spend with us is supporting the industry when we need it most, both now and in the future – so thank you.

If you’d like to find out more, check out our article on 5 reasons to buy Theatre Tokens.

3. Donate to the Theatre Artists Fund & other charities

The Theatre Artists Fund has been set up to provide emergency support for theatre workers and freelancers across the UK. It is for theatre professionals who are in need of urgent and critical financial support due to the devastating impact of Covid-19 on the theatre sector.

This money will allow us to give grants of £1,000 to those in urgent need, and with the latest announcement, we desperately need further donations. The fund has already raised £4.8million but there are so many more theatre workers and freelancers who need our help. Your donations will help us to support them, so no matter the amount, big or small, please consider donating if you are able to.

You can also support the industry by purchasing some snazzy Show Must Go On! theatre merch from The Theatre Support Fund to raise funds for Acting For Others, The Fleabag Support Fund and the NHS Covid-19 Urgent Appeal.

4. Support your local theatre

Check out your local theatre to see what they’re up to! Whether that’s buying tickets to see a show when they reopen, joining a virtual live-streamed performance, or making a donation, your support is greatly appreciated.

Many theatres also have venue memberships or friends and loyalty schemes available to buy on their website. By purchasing one for you or your friends, you will not only inject funds into a theatre when it needs you the most, but you’ll also get plenty of perks and special access to tickets.

5. Stay connected online 

Many theatres have turned to online content to keep us entertained – both streaming past shows and creating brand new theatre especially for online audiences.

Some of these shows are ticketed, some are put on in return for pay-what-you-can donations, and some are completely free-of-charge.

Check out our online calendar and support your favourite theatres all while getting your hands on some exclusive content.

We thank you all so much for your continued support. This past year has been challenging but we are so looking forward to welcoming you back as soon as we can. In the meantime, please sign up to Official London Theatre’s newsletter here so that we can keep you updated with all the latest news too.

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