
In September 2008
Andy Burnham launched a government scheme with the aim of getting more young people attending the theatre. The scheme's estimated cost was £2.5million. Whether a government should spend money on such a scheme is one possible debate although not the one I want to offer here. Whether they need to is what I want to discuss today.
The scheme was meant to give away 1 million tickets over two years. This was later downgraded or altered to 618,000. Uptake figures seem hard to come by but apparently 50,000 tickets were given away in the first quarter of the scheme. Even if this rate continued it would still only come to 400,000 tickets, well short of either target.
I'm sure there are many explanations for this apparent shortcoming although if I had to guess I think it would have a great deal to do with the fact that the free or reduced seats offered are almost inevitably some of the worst in the house. If you are trying to introduce someone to the theatre then I would recommend that it should not be done from behind a pillar or so far back that oxygen tanks are provided. In addition anyone I've spoken to about using this scheme is already a regular theatre goer (myself included) and after a couple of bad experiences revert to paying a little extra for a seat where at least half the stage is visible without a telescope. Most theatres already offered reduced rates for young people and students anyway and if anything this scheme has simply reduced the prevalence of these discounts.

In contrast to this on the 30th of January I sat down in a cinema to watch a live broadcast of the National Theatre's production of Nation (based on the Terry Pratchett novel). At the same time thousands of other people at hundreds of other cinemas across the globe were doing exactly the same thing. In contrast to the Government scheme I felt like I had one of the best seats in the house. The multiple camera angles and close up shots gave a whole new dimension to the production and yet was perfectly understated to maintain the fantastic sensation that only live theatre can bring.
NT Live broadcast their first production to 50,000 people in a single month. 11,000 people in the UK alone watched Shakespeare's "All's Well That Ends Well" on a single day last October. These are success rates the Government scheme can't even begin to match. The figures haven't been released for Nation yet but the cinema I visited was full as I'm sure many of the other 310 across the globe were.
Perhaps I have already oversold this event but let me make one more point. These are not people who were going to go anyway as I suspect many of the free ticket users are. The National Theatre was packed to the rafters and so everyone, in every cinema, in every country was an additional viewer.
I try to get to the theatre as frequently as I can but it is often costly. To see a free ticket production even beginning to rival the National Theatre I would probably have to travel to the West Yorkshire Playhouse in Leeds. Even if I opted for a matinee and returned the same day the travel costs would easily exceed the £10 for an NT live ticket at a cinema within walking distance of my house and would probably result in a far less enjoyable or visible afternoon.
£2.5million isn't a lot of money in the grand scheme of government debt but is it really necessary? The government should be looking for every penny it can save and this strikes me as a place they could look. The NT Live programme is still "funded in partnership" with Arts Council England so the Government can still posture about the results should they wish to do so but the efficiency of allowing a partly or mainly market based solution is surely far better than simply throwing taxpayer's money at the problem.