In an "unprecedented move", producers of Elf The Musical have bowed to "overwhelming public and social media demand" to introduce a more affordable ticket price to broaden the "already wide" demographic the show is attracting.
A new price brand of £30 for a limited number of tickets will be available for throughout the run at the Dominion box office by telephone and via the website from Sunday 6th September.
Press material released on behalf of producers reads: "The run, which is limited to 10 weeks only because of its festive content, has seen top price tickets selling first. Recent social and media coverage stating the show had attracted the highest premium price seats ever has meant that the box office quadrupled at its peak during the week commencing 24 August - most of the sales coming from the higher priced tickets.
"Nonetheless, the producers acknowledge the show and the West End itself should not exclude families or anyone who cannot afford the higher priced seats, and have therefore used the incredible sales on the higher priced tickets to offset the cost of the new lower priced seats being introduced at all performances, hopefully allaying any concerns that many families would miss out on the festive blockbuster, which previews from 24 October, just before schools break for the autumn half term.
"The new production, which tried out at Plymouth last year, was built and designed to transfer to the West End. After its sell-out performances last year, it was obvious the musical had a massive public appeal and therefore was confirmed to open at the Dominion Theatre as soon as negotiations were finalised earlier this year."
The production stars Ben Forster as Buddy, Kimberley Walsh as Jovie, Joe McGann as Walter Hobbs, Jessica Martin as Emily Hobbs, Jennie Dale as Deb,Mark McKerracher as Santa and Graham Lappin as Store Manager.
Completing the cast are: Katie Bradley, Charlie Bull, Nicola Coates, Alex Fobbester, Anton Fosh, Charlotte Gale, Francis Haugen, Matt Holland, Tash Holway, Paul Hutton, Mark Iles, Ceili O’Connor, Debbie Paul, Joanna Rennie, Barnaby Thompson and Ed White. Harry Collett, Ilan Galkoff, Noah Key and Ewan Rutherford will alternate the role of Michael.
Elf The Musical opens at the Dominion Theatre on Thursday 5th November 2015 (previews from 24th October) and runs for a strictly limited 10-week season until 2nd January 2016.