With the profile of British theatre higher than ever before on Broadway, the UK trade now stands to pick up nearly £4million a year in commission from booking shows in the heart of New York’s theatreland, according to Broadway Inbound.


The Broadway Collection, a group of top Broadway productions put together by the operator, can be booked quickly and easily through its UK partners, and the company estimates that 250,000 Brits will visit Broadway shows this year. 

With typical ticket prices at around $115, total sales for the UK market are $28.75million, and with typical commission, including weekend mark-up on net rates and booking fees of 20%, that means $5.75m, or £3.80m in commission. 

 The company's senior director Bob Hofmann said: “Broadway theatre is a huge market and valuable extra business for any tour operator sending tourists to the Big Apple either as a city-stay or a gateway to a holiday elsewhere in the US. We have all the favourites in the Broadway Collection and booking takes just a minute two.” 

The Broadway Collection's shows include Annie, The Blue Man Group, The Book of Mormon, Chicago, Jersey Boys, Mamma Mia!,Motown, Newsies, Once, Rodgers and Hammerstein’s Cinderella, Spider-Man, Stomp, The Lion King, Phantom of the Opera, Wicked, and the New York Metropolitan Opera.

Newly announced shows for 2013/14 include Pippin – a circus inspired spectacle around the story of a royal heir; Rock of Ages – a high energy rock musical set in 1980’s Hollywood; Les Miserables; Rock – a new musical based on the famous American boxing film; and Bullets Over Broadway – Woody Allen’s musical about an inspiring young playwright. 

Shows can be booked in the UK with Attraction World, Encore Tickets and Lastminute.com


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