Soho Place: New West End theatre owner on keeping ticket prices low

“You can get a really good seat here [Soho Place] for £25. And £25 isn’t beyond saving up for. You could say, what do you pay for a cup of coffee at Pret? So if you think about it that way, if you give up your coffee for a couple of weeks, you’ll get the price of a ticket.

“But I do think it is now time when we just have to be careful about not putting ticket prices up,” she continued.

“And I would be very sad if it was an unaffordable activity for people. And also, for those that are canny, you can scout around for ticket prices on the net, and earlier in the week is always cheaper.”

Soho Place is a 602-seat theatre near London’s newly revamped Tottenham Court Road tube station.

It is a purpose-built venue, and the first new-build theatre to open in the West End for 50 years.

Developers say the theatre has been built intuitively, with good acoustics, audience members close to the stage and unobscured sightlines.

The opening production, Marvellous, is performed as “theatre in the round”, with the stage in the centre and no seat further than six rows from the stage.