News: More seats at lower prices

Thursday 20 March 2008

The Royal Opera House is changing its seat prices – making some more expensive, so that it can sell more at lower prices in its 2008/9 season. Over 40% of all seats (over a quarter of a million) will be £30 or less (43,000 more than in 2007/8). Overall, seat prices are rising in line with inflation.

Royal Ballet Mixed Bills, which have often provided the most interesting programming and new work in recent years, remain the cheapest option – with top prices staying the same at £55. The most expensive seats for ballet will be Swan Lake with a top price of £110; other full length ballets highest price rises to £97.

The re-pricing is all part of the Opera House’s strategy to attract new audiences. Its Student Standby scheme now has over 19,000 subscribers to receive last minute text alerts to £10 ticket offers.

At the same time, the Royal Opera House will also be screening productions in cinemas throughout the UK, in partnership with Picture House, Odeon and some independent cinemas. The first screening will be of the opera, *Le Nozze di Figaro*, on 21 April; the first ballet production will be Sylvia, starring Darcey Bussell, later this year. Prices will be around £10 – and live screening to cinemas around the country from the Opera House are planned for the near future.

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