Dynamic Pricing #2: Prince of Wales Theatre (Book of Mormon)
This show has pretty much been the hottest ticket in town since it opened. It has settle down a little now but it's by no means discounting anywhere.
It made some articles last year for it's utterly ridiculous premium prices. £125 for wed mats and £150 for all other shows? Not to mention sub-premium seats (read: those seats around the premium area) for £125 and £97? Do people actually pay that much?
You might be surprised, some people do. But that doesn't mean that you have to. Here's how you can take advantage of their dynamic pricing to get a seat for cheap, or at least, less than £100...
Note: Even though theatres might operate dynamic pricing, not all will use it in the same way. BOM uses it quite differently from Once (which was analysed here). Here, you want to book as early as possible. On the day discounts are unheard of.
For this show, really, the only way to go is WEDNESDAY MATINEES. Take a look at the prices of the dress circle for a weekday night:
The colour coding here is pretty simple. BOM only has 3 non-premium price categories: red (£72.50), blue (£47.50) and green (£37.50). Purple and gold are the premiums mentioned above which we'll not bother with. It's clear that the wed mat has a much larger chunk of the DC for £37/£47.
The seats that you want here are the row B and C's £47. To save on money I'd actually go for the row D & E's £37, which is a more than reasonable price I feel. The sightlines from all seats in the DC are pretty good, so if you're left with the rear circle they're not too bad as well.
Another note: To get these tickets you have to book wayyyyyy in advance. These screenshots were take for shows 3 months down the road. Also, delfont mackintosh doesn't charge any booking fees if you book around 2 months in advance. Even more reasons to book early.
However, you might still be able to get lucky for shows 2 to 3 weeks in advance. Again, only wed mats though.
Here you can see some top shelf seats in row B for £49.75 (really should be £47.50. Damn booking fees). And those two at the end of row E are pretty good too. If you compare this with the wed mat '3 months in advance' plan above, you can see that they dropped the prices of some seats.
If you can find 10 friends to watch this show with you can get a group booking. They've offered front stalls for wed mats from experience. £39.50/ticket for wed mat and £49 for others are the group rates.
Otherwise, your only other cheap (or reasonable) option is to try their lottery. Daily, 2 hours before curtain. They draw for 21 tickets though most people will ask for 2. Around 100 people turn up each day so the odds are about 10%. £20 stalls for winners.
So, that's basically it. This show is immensely popular but not completely impossible to get tickets to. Now good luck getting yourself some deals and don't forget to report back if you managed to get one!
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