The Albany arts centre in south-east London is to release a batch of tickets costing £1 at a local market stall this week in a bid to attract new audiences.
This Friday the venue will run a dedicated stand on Deptford High Street where 10 tickets for each of its 30 shows in the spring season will be reduced to the price of £1.
Taking place from 9am, the market stall sale will be followed by an online sale of any remaining £1 tickets through the website from 2pm.
Productions featuring in the programme include a new play based on the true story of Henrietta Lacks – whose DNA helped to revolutionise medical research into cells –, and choreographer Jonzi D’s piece Lyrikal Fearta: The Letter and the Broken Lineage.
Further releases of cheap tickets will take place in the coming weeks as extra shows are added to the season.
Gavin Barlow, chief executive of the Albany, said: “Deptford Market is literally on our doorstep, and so it made sense to us to offer these tickets to local people through the market stall. It’s a playful way of engaging with new audiences in our local community, who form the cornerstone of everything we do.”
He added: “We hope that the cost of the tickets will encourage people to take a risk on something they wouldn’t normally experience.”