London’s status as “the global leader for theatre” was today celebrated by a host of top West End shows as they came together to support the Mayor of London’s campaign to tell the world that London is open for summer.
Shows including Disney’s Aladdin, Harry Potter and the Cursed Child, Mamma Mia!, Matilda The Musical, Les Misérables, The Phantom of The Opera, Half a Sixpence, Stomp and Wicked all joined forces by creating their own videos to show their collective support for the Mayor’s #LondonisOpen campaign and to encourage visitors to come and experience the magic of live theatre in the famous West End
The content, posted simultaneously on social media today, is designed to celebrate some of the fantastic productions on stage over the summer months and offers an exclusive sneak peek of backstage life, as cast members cheer and serenade their passion for the campaign.
London has demonstrated great resilience, unity and spirit in recent months following the terrible events at Westminster, London Bridge, Finsbury Park and Grenfell Tower. The Mayor has launched the ‘London is Open for Summer’ campaign to reassure visitors to the city that the capital remains open to all with a diverse range of events, attractions and shows for everyone to enjoy.
The Society of London Theatre’s box office figures show that more than 14.3 million people visited the West End last year, compared to 13.2 million to New York’s Broadway, demonstrating another strong and robust year for London theatre.
As the West End gears up for another busy summer period, Theatreland prepares for the annual Kids Week celebrations that return throughout the month of August.
Kids Week, one of the world’s longest-running audience development initiatives, encourages young people to experience live theatre.
A child aged 16 or under can go free to any participating show when accompanied by an adult paying full price.
Kids Week 2017 has already issued more than 150,000 tickets with more than 85,000 tickets remaining for children and families across August.
The Mayor of London, Sadiq Khan, said: “Whether you’re looking for Fringe theatre or the bright lights of the West End, London really is a global leader for world-class theatre.
“With some of the greatest musicals, drama and dance making their mark on our West End, it is little wonder that London’s Theatreland is an enormous draw for visitors and talent from around the world.
“There are fantastic opportunities for families to experience the thrill of a show-stopping performance over the coming weeks, with Kids Week providing free tickets for children. I’m saying loud and clear – London is open for business, creativity, ideas, talent, and open to everyone this summer.”
To coincide with the West End activity, London & Partners, the Mayor’s official promotion agency, has launched a summer campaign on visitlondon.com/summer, which is designed to encourage visitors to discover all the great things the city has to offer during the summer months.