Theatre bodies developing quality assurance mark to rebuild audience trust

Industry leaders are developing a quality mark to be displayed in theatres and on other promotional materials, aimed at rebuilding trust among theatregoers.

It is one of a number of measures being planned to regain the confidence of theatregoers when venues are able to reopen. Staggered start times for shows are also being considered, as well as plans to work with Transport for London on helping audiences get to theatres.

The plans are being drawn up by the Society of London Theatre and UK Theatre, which have revealed they will be creating a quality assurance mark – which it is hoped will be an official icon – to “encourage consumers that theatregoing is safe” and to show that theatre is “ready for business”.

“This will be used in promotional materials and in venue signage alongside other health and safety messaging and campaign communications to reassure audience members and encourage consumers that theatregoing is safe,” the bodies said in a briefing to inform members of ongoing plans in light of the pandemic.

SOLT and UK Theatre added that they planned to create a safety video for theatres to use, once they are able to reopen, to demonstrate how they are following guidelines, alongside what the bodies described as “ticketing principles” to allow greater flexibility for audiences.

“We are working with partners so we can reach as wide an audience as possible with our reopening campaign,” they said.