Earlier this year, Andrew Ladd’s proposal for more transparency around theatre box-office data won The Stage’s Big Ideas competition at the Future of Theatre conference. He tells us why the issue is important and what the industry could learn

After crunching the numbers of recent audience surveys by Indigo, SOLT and YouGov, former ticketing manager Andrew Ladd says the results couldn’t be clearer – if theatres want audiences to return, they will need social distancing in place