皇家芭蕾舞團和歌劇院順勢調整票價！

The Royal Ballet and Opera, one of London's most famous arts venues, has started using a new way to set ticket prices called demand-led pricing. This means that ticket prices can change depending on how many people want to see a particular show. If a show is very popular and lots of people are buying tickets, the price might go up. If fewer people are interested, the price could go down. For example, tickets for Wagner's Siegfried, which will be performed in March and April 2026, increased from £370 to £425 because of high demand. However, once you put a ticket in your online basket, the price will not change.

The Royal Ballet and Opera says this new pricing model will help them earn more money and keep the theatre running smoothly. They introduced the system in September, and for the first week after tickets go on sale, all tickets are sold at their original price. After that, prices can change based on demand. The lowest-priced tickets, tickets for young people, and special access programmes are not affected by these changes. The theatre receives £22 million each year from Arts Council England, and they have followed advice from the Competition and Markets Authority to make sure their pricing is fair.

Demand-led pricing is not new in the theatre world. Mickey-Jo Boucher, a London theatre critic, says that many theatres use similar systems. He explains that prices can go up for popular shows but also go down if a show is not selling well. Some people worry that high prices will stop people from going to the theatre, but Boucher says that the most expensive tickets are usually for shows that are almost sold out. He also points out that there are still many affordable tickets available for people who plan ahead. In London's West End, the cheapest tickets have gone up by almost 25 percent compared to last year, and more theatres are selling tickets for £100 or more. Even so, there are still plenty of great shows to see at reasonable prices if you look carefully.