Cost a key barrier for theatre goers

New research led by Norwich Theatre Royal has found that almost 1 in 4 Brits (24%) have never been to the theatre. The survey of over 2,000 British adults aimed to understand the barriers that prevent people from experiencing live theatre, and over half of the respondents (55%) said that lower ticket prices would encourage them to go to the theatre more often.  To help address the concerns around affordability, Norwich Theatre is launching an initiative that reserves a portion of their £10 seats for low-income audience members. It is also planning on introducing a ‘Pay in Instalments’ scheme, to spread the cost of tickets.