owering the price of tickets is a crucial factor in diversifying theatre audiences, said Betrayal director Jamie Lloyd.
Speaking on the red carpet at the 65th Evening Standard Theatre Awards, Lloyd said: “We're trying to diversify, to change the demographic of the audience in our corner of the West End, and that, obviously, is about ticket prices as much as anything else. And I hope that other companies and other producers continue to do that.”
He explained that his company, the Jamie Lloyd Theatre Company, will be able to give away 15,000 free tickets to its West End shows thanks to a sponsorship scheme. He is set to open a production of Cyrano de Bergerac starring James McAvoy this month, and will direct Jessica Chastain in A Doll's House next year.
He addedd that diversity of work is what makes the London theatre scene so special.
“You’ve got different artists from all kinds of backgrounds making work that speaks to them for a wide variety of audiences. I think it's just really important that we keep doing that: finding diverse stories and working with a really brilliant mix of people from all backgrounds, all walks of life and all skill sets. And hopefully, that will reflect itself in the audience.”
He said working with stars Charlie Cox, Zawe Ashton and Tom Hiddleston on Betrayal has been “one of the most amazing experiences of my career”.
He is up against Robert Icke (The Doctor & The Wild Duck) and Marianne Elliott & Miranda Cromwell (Death of a Salesman).
Hiddleston is also up for an award for Best Actor in partnership with Ambassador Theatre Group.
65th Evening Standard Theatre Awards 2019: Red Carpet - In pictures
Lloyd’s next West End project is a season at the Playhouse Theatre, which opens with James McAvoy in Cyrano de Bergerac followed by Jessica Chastain in A Doll’s House. There will be 15,000 free tickets available to first time theatre-goers throughout the season.
This year's award ceremony is presented by The Good Fight actress Cush Jumbo. Damian Lewis and Helen McCrory are co-hosting alongside American Vogue editor-in-chief Dame Anna Wintour and the Evening Standard’s owner Evgeny Lebedev.
Fleabag and The Crown star Olivia Colman is among those familiar faces from stage and screen handing out awards, also including Ruth Wilson, Lashana Lynch, Taron Egerton, Glenda Jackson and Naomi Scott.
