Cameron Mackintosh unveils scheme to tackle Hamilton ticket touts
Audiences for West End musical Hamilton will not receive a physical ticket until they arrive at the theatre, as part of a plan by Cameron Mackintosh to crack down on touts.
Mackintosh has previously declared war on ticket touts, labelling reselling online “horrible”.
Now, his production company has unveiled details of a scheme in which those buying tickets for Hamilton – one of the most highly anticipated shows of 2017 – will only receive a hard copy of their ticket when they arrive at the Victoria Palace Theatre.
Managing director Nicholas Allott described the scheme as an experiment for the West End. It is hoped the system will prevent touts using software to harvest tickets when they go on sale, only to sell them for extortionate amounts online.
Customers buying for Hamilton online will receive details of how the scheme works, and how they can collect tickets on the night.
Allott told the Daily Mail: “Once the seat has been purchased, people will get an email with instructions. They’ll know where they are sitting, and everything is confirmed.”
He added that it should prevent at least 50 per cent of online resales.
“You can’t put anything online to sell, if you haven’t got a physical piece of paper to sell,’ he explained.
Tickets for Lin-Manuel Miranda’s musical go on general sale on January 31.
Producers have previously indicated their intent to crack down on touts, with the government also announcing it is considering banning software used to exploit the secondary ticketing market.
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