National Theatre begins surge pricing to subsidise tickets for unemployed as working families pay £440

Joe Sledge
Mon, 20 Apr 2026 08:55:08 +0000

The National Theatre has introduced a surge pricing system designed to support its commitment to offering a quarter of all tickets at £30 or less.

It receives £16million annually in public funding and operates as a registered charity, now adjusts ticket prices based on demand for individual performances.

Dynamic pricing, more commonly associated with taxi apps and concert promoters, means families attending popular shows effectively subsidise cheaper seats for others.

The theatre has declined to reveal precisely when it implemented the new pricing structure, though it published a report late last year supporting dynamic pricing as a means of maintaining affordable access across the performing arts sector.

TRENDING

Stories

Videos

Your Say

The impact of this pricing model became apparent when one father sought tickets for War Horse, who was quoted £440 to take his partner and two children to a Saturday matinee performance in June.

Comparable stall seats for the same family outing on a Monday evening were priced at £160, showing how families restricted to weekend outings face higher costs than those with more flexible schedules.

The pricing disparity has prompted questions about whether a publicly funded institution should operate in a way that results in higher costs for those attending peak-time performances.

Similar pricing fluctuations have affected the theatre's production Les Liaisons Dangereuses, starring Lesley Manville and Aidan Turner.

One theatregoer reported being initially quoted £162 for two tickets, only to find similar seats priced at £220 when checking again, an increase of more than one third.

The venue has also introduced a £4 online booking fee, citing rising costs, including a refurbishment of its building.

Annual accounts show the theatre is spending more than it earns, with inflation, higher energy costs and reduced footfall from increased home working placing what it describes as "significant pressure" on its finances.

Discounted standby tickets priced between £25 and £30 remain available 60 minutes before curtain for unemployed individuals, students and theatre union members.

LATEST DEVELOPMENTS:

UK unemployment to top two million as economy 'flirting with recession'

Ed Miliband to double down on Net Zero and declare fossil fuel era 'over' as energy crisis deepens

Inheritance tax trap: Families hit with £61million bills after gifting mistake

Christopher Snowdon, head of lifestyle economics at the Institute of Economic Affairs (IEA), said: "The UK has a whole web of subsidies and discounts that are not officially part of the welfare state but which nonetheless redirect money from those who do not claim benefits to those who do."

He added: "Normal prices have to rise to allow heavily discounted tickets to be sold to people on Universal Credit, whose numbers are growing by tens of thousands a week."

A National Theatre spokesman said: "In common with many performing arts organisations, the National Theatre does occasionally adjust prices as this supports our ability to offer a large quantity of accessibly priced tickets at £30 or under."

He added that the lowest-priced tickets remain unchanged and prices do not exceed advertised maximums.