Wicked launches Make It Social group booking platform
West End show Wicked is partnering with a technology company to launch what is being described as London theatre’s first social booking service.
The platform launched in the capital by the Ambassador Theatre Group will allow audiences to book as a group but pay individually for shows.
The technology is designed to “make life easier for friends and families to go to events together”.
Scottish start-up Make It Social is behind the software, which will be integrated into ATG’s online booking system.
The concept began in the travel industry and is also used for sports events. However, this is the first time it will be used for theatre.
ATG’s client relationship manager, Barry Grant, said the technology would offer a solution to what has been identified as an issue within theatre.
“We are delighted to be working with Make It Social and Wicked to launch this new booking platform in the West End. There is a real need to make organising social groups easier for everyone and harnessing this new technology does just that.”
He added that there were plans to extend the service to more ATG shows in 2017.
Make It Social chief executive Eddie Robb added: “Our technology is about bringing people together in the real world to have fun experiences, build relationships and create memories. We are delighted that people going to see Wicked will be able to benefit from our truly social platform – it’s a really exciting opportunity.”