The National Lottery backed Love Your Local Theatre campaign has been extended into April with hundreds of new shows included at participating venues nationwide.
Organised by UK Theatre, the scheme which was set up to encourage the public to support their local theatres in the aftermath of the pandemic has proved to be a great success with over 100,000 tickets sold through the promotion, made possible by £1 million of National Lottery subsidy.
Originally due to run for the month of March, an additional 50,000 2 for 1 theatre tickets have now been made available for April performances at venues across the UK.
Described as the biggest ever 2-for-1 ticket offer, the Love Your Local Theatre campaign has been made possible by the National Lottery’s pledge to provide up to £2 million to subsidise an estimated 150,000 tickets nationwide as a ‘thank you’ to players for the £30 million they raise every week for Good Causes.
Announcing the campaign earlier this year, the president of UK Theatre, Stephanie Sirr said: “We are delighted to be working with The National Lottery on Love Your Local Theatre, the first time UK Theatre members across the country have united for a ticket promotion of this scale.
“We should be hugely proud in this country to have such an extensive, vibrant and diverse range of regional theatres, all of which play a vital role in the theatre landscape of the UK and beyond. After such a turbulent two years, we want to shout about the fact that theatres are open and ready to reward audiences for their patience and loyalty – please visit your local theatre and help them continue to make brilliant creative work!”
Nigel Railton, CEO of National Lottery operator Camelot, added: “The UK’s entertainment industry is world-class thanks to the huge variety of venues and projects across the four nations. National Lottery players raise £30 million a week to help fund Good Causes, many of which lie in the entertainment industry.
“The National Lottery is proud to have teamed up with UK Theatre to launch the Love Your Local Theatre campaign, giving local theatres the support they need to get on the road to recovery following the pandemic, whilst saying thank you to National Lottery players who have helped support many theatres during the last two years.”
As well as attracting strong support from hundreds of theatres across the UK, the Love Your Local Theatre campaign has been backed by the Government and industry figures including Matthew Bourne and chart-topper turned theatre star ch.
Renowned choreographer and artistic director of New Adventures, Bourne said: “My dance-theatre company New Adventures prides itself on being truly national, and touring is built into the fabric of what we do. As we continue on our current UK tour of Nutcracker!, visiting theatres across the country, I am reminded of how vitally important it is that we celebrate and protect our much-loved regional venues, especially during this crucial time for the theatre industry as it begins a long recovery from the ravages of the pandemic.
“I support the Love Your Local Theatre campaign, and hope it helps bring as many people as possible back to their local theatres for the thrill of live performance.”
Girls Aloud singer Walsh commented: “We are so privileged to have so many incredible theatres and entertainment venues across the UK. I have been lucky enough to perform in many of them.
“Without our local theatres, the face of UK entertainment would look very different and it’s amazing The National Lottery is providing £2 million to support them. The entertainment industry was particularly impacted by the pandemic, and that’s why the Love Your Local Theatre campaign is so important in supporting their recovery.”
Angela Thomas
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