West End to use paperless ticketing for the first time
Theatre app Todaytix is to introduce paperless tickets to the West End for the first time.
In a partnership with the Adelphi Theatre and the venue’s owner Really Useful Theatres, people using Todaytix to buy tickets will be able to use a mobile barcode for entry at the theatre.
The service marks the first time that digital tickets will have been used in the West End.
The technology will be available for the forthcoming production of Kinky Boots, which begins its run at the Adelphi on August 21.
Todaytix has also confirmed that it intends to roll out the service to other West End theatres over the next 12 to 24 months.
The ticketing app, which originated on Broadway in 2013, launched in the UK in June this year, aiming to make the West End “more accessible than ever”.
The Park Theatre in north London uses paperless ticketing, and Ticketmaster has also used the technology for music events. However, this will mark the first time that paperless ticketing has been used in the commercial West End.
Todaytix’s Brian Fenty and Merritt Baer said the new service would make going to the theatre easier than ever.