Theatre Ticketing: What You Need to Know

Have you been rehearsing for the big performance but haven’t yet had the time to look into theatre ticketing? Then you’re in the right place.

We’re about to cover…

• Where to find theatre ticketing sites
• What to look for in theatre ticketing software
• How to sell theatre tickets both online and offline

Where to find theatre ticketing sites

You’re spoilt for choice when it comes to theatre ticketing solutions. Not only is there a broad range of general sites you can use, but there are also platforms dedicated exclusively to theatre events.

1. Billetto

We list a lot of theatre events on our platform and have a few dedicated tools specifically for theatres. It’s easy to create a venue map and sell seated tickets. Or to use our “recurring events” feature to schedule any number of repeat shows.

You can host a free performance without paying us a penny for the tickets or launch a fully-fledged marketing campaign straight from our platform. Our booking fees for paid theatre events are as low as 3% of your ticket price.

2. Yapsody

Yapsody is another cool ticketing platform that also offers fee-free ticketing for free events. Their paid option also includes an introductory offer that waives the fee off the first 50 tickets sold. Their YapScan app allows you to scan tickets on the day of the event and provides you with real-time analytics.

3. Fienta

The Fienta ticketing platform helps you sell tickets online without taking the reins off your operation. The user interface is intuitive and comes with decent analytics tools to help you understand your attendee data. They also boast a no-win-no-fee ticketing system: only pay for the tickets you sell.

4. Oveit

Oveit’s platform enables you to register attendees for your theatre production, but it also comes with a few cool bells and whistles. Their platform is closed-loop, which means that your payments will be processed even if the WiFi cuts out. You can also use their free event management tools.

5. TicketSource

TicketSource marries the online and offline worlds to create an all-in-one ticketing platform. You can design seating plans for your performances, and accept donations if it’s for a charity. It also integrates with email platforms like MailChimp.

Tip: You can find the overview of additional theatre ticketing systems right here on our blog.

What to look for in theatre ticketing software

Not all theatre ticketing software is created equal, so do some research before you commit to a site. Here are key factors to consider when you compare and contrast your options.

1. Ticket fees

Ticketing platforms make money by taking a cut from your ticket sales. That can be as little as 3% (on Billetto) or 10% (on WeGotTickets) of your ticket sales. Other platforms have a flat fee structure, a monthly subscription fee, or a mix of all three. Make sure you find a platform that doesn’t have fees for hosting free events if you don’t plan on charging attendees.

2. General vs. niche events

Some platforms list events of all kinds, whereas others focus on one type of event. Check out your competition on the platform. Are you the only one hosting a theatre event? If so, would that make you stand out from the crowd or make you irrelevant to the site’s users? Ask your colleagues in the theatre industry what their experience has been and what they’d recommend.

3. Data and analytics

How much insight does the platform give you into the behaviour of your attendees? Does it simply list how many tickets you’ve sold, or does it paint you a more nuanced picture? Does it integrate with other tools like Google Analytics or Facebook Pixel? Data and analytics can get very granular, so make sure the theatre ticketing system you choose has everything you need.

4. Marketing

Certain ticketing sites will offer you a swathe of marketing tools to help your event take off. Others will simply do what it says on the tin: list your show. Maybe you don’t need any additional marketing, or maybe you’re so swamped with work that you need all the help you can get. Just make sure that it makes sense financially. Don’t pay for something you won’t use.

5. Bells and whistles

There are too many features to list here, but make a note of what other bells and whistles each ticketing site comes with. Maybe you need a mobile app to scan physical tickets on the door. Maybe you want your attendees to be able to select their seats ahead of the show. Or maybe you’d like to collect donations for a charity performance. Make sure it ticks all the boxes.

How to sell theatre tickets both online and offline

Now that you know about a few theatre ticketing solutions and what to look for in each of them, it’s time to actually sell some tickets. Let’s look at a few promotion tactics that work the best for theatre events.

1. Social media content

Yes, social media is a no-brainer. But a theatre production is an immersive experience and social media content enables you to give people a taste of it beforehand.

Here are some of the ways you can create hype around your production:

• An official trailer for your theatre production—just like Hollywood movies.
• A video tour of the backstage, technical setup, and costume changes.
• Interviews with the cast, director, costume designers, and tech staff.
• Point-of-view GoPro footage of an actor engaged in a dance, fight, or acrobatics.
• Post-show video testimonials from people who’ve already seen the production.
• Reaction clips of audience members during one of your past performances.

Tip: Take a look at 82 more ideas to help promote your theatre production.

2. Competitions

Everyone loves a good competition, especially if they can win a ticket. One ticket given away for free might lead to additional purchases from the winner’s friends.

Here are a couple of ways to organise a ticket competition:

• Set up a social media ticket giveaway to boost engagement.
• Hide tickets in local bars and venues and announce a scavenger hunt.

Tip: See examples of theatre ticket competitions for inspiration.

3. Discounts

Theatre is best enjoyed in the company of good friends and family. Why not reward those of your attendees who always bring others along? Segment your previous guests and send out a discount offer for those who consistently buy multiple tickets. This will encourage them to come again. You could also partner with another theatre organisation and offer discounts when people buy tickets for performances at both your venues.

Tip: Read our article on how to price tickets for events to learn more about pricing strategies.

It ain’t over ‘till the fat lady sings

You have plenty of good options for theatre ticketing. And now you know what to look for and how to find the right solution for your needs. Got any tips for promoting and selling tickets for a show? Let us know in the comments below!