Andrew Lloyd Webber has announced that he will join forces with ticket resellers Twickets to try and stop resellers.
Lord Lloyd Webber, whose long-running musicals including Cats and Jesus Christ Supsterstar, hopes the partnership will bring consumer-friendly ticket resale to the West End.
The new system will mean that unwanted tickets bought at the box office can be resold for no more than the original price. Twickets will also add a fee of 10-13 per cent of the face value.
CEO at LW Theatres, where Lord Lloyd Webber’s productions have taken place, Rebecca Kane Burton, said: “We continue to strive to not only offer our customers an incredible experience, but also help them when things don’t go to plan.
“Providing a safe, secure and easy way to resell tickets is best practice and yet another step LW Theatres is taking to innovate and improve theatre-going.”
Twickets launched in 2015 as a more ethical ticketing company that could help fans get into concerts, but this is their first official tie-in with a UK theatre group.
Twickets’ founder Richard Davies, said: “The UK is in the midst of a market shift away from rip-off secondary ticketing platforms and towards capped consumer-friendly resale services. I am proud Twickets is at the forefront of this change, and delighted we can extend our service to theatre lovers via this groundbreaking partnership with LW Theatres.”
The partnership will not stop sellers from putting tickets on other ticket resale sites, but instead aims to give theatregoers a secure, fair and trustworthy option for trading unwanted tickets.
This move follows the West End production of Hamilton getting rid of a paperless ticketing scheme in order to combat unauthorised resale.
Producers argued that increased customer awareness and action against sites like Viagogo meant they could reintroduce a “more open” system, including printed paper tickets.
West End hits including Hamilton and Harry Potter and the Cursed Child have announced that tickets that are re-sold will be cancelled.
Music stars including Adele, Little Mix and The Spice Girls have also teamed up with Twickets as the official ticket reseller for their last tours.