Director and producer Michael Grandage has called on theatres to offer affordable tickets in all areas of an auditorium.
He said he felt more producers were making affordable tickets part of their offering, but added that cheaper seats should not just be in the gods.
“I’d like a lot of people wherever possible to follow our lead of trying to put a bigger proportion of the house at a cheaper price,” he told The Stage.
He added: “Producers generally now are making that part of their commitment to West End theatre. I am noticing it more and more. We just need to increase the amounts so we can get more people in.”
He said upper ticket prices are “okay if they subsidise the cheaper ticket prices”.
Grandage was speaking to The Stage at the WhatsOnStage Awards, where he was presented with a special prize for services to theatre.
“It feels a bit weird because I didn’t think I was anywhere near the place where you starting to get awards for achievement in theatre… It rather suggests something is coming to an end, but it isn’t of course,” he said.
He revealed plans for a new season of plays under the Michael Grandage Company banner, following on from last year’s run of productions, which included The Lieutenant of Inishmore.
Grandage said he was “excited” by the fact plays perform well in the West End.
“We are still as invested in the play as the musical and long may that continue, as it makes the West End very rich, we haven’t just given ourselves over to the spectacular musical, with the odd play from time to time,” he said, adding: “The fact we still do plays on the scale we do them in the West End is a real testament to the way that that part of the industry works and I am excited by that.”