Attending the play Giant, based on Roald Dahl’s works at the Harold Pinter Theatre in London, could mean spending over £300 just for a ticket, but that’s not where the costs end.

In a move that mirrors airline practices, theatres are adding new charges, increasing the overall cost of an evening out. For those eager to experience Giant, an additional £5 allows patrons to bypass the regular queue.

Another premium option is the £55 “Gold Lounge” experience, which features a welcome glass of champagne, a second drink, savory snacks, a scoop of 100g ice cream, and a programme. The top-tier ticket reaches £300, alongside a booking fee of £3.95.

ATG, Britain’s largest theatre operator, has rolled out a range of extra services for theatre-goers, including a new £5 express pass for “fast-track” entry into the venue as soon as doors open. This option also includes a programme when available.

With control over 72 venues, including the Apollo Victoria Theatre and Bristol Hippodrome, ATG is also providing opportunities for customers to pay more for access to exclusive VIP drink areas during intermissions at select locations.

Visitors to Moulin Rouge! The Musical at the Piccadilly Theatre can upgrade their experience for an additional £15, which includes a souvenir cup, a soft drink, and popcorn.

For an extra £10, audience members can access the “priority club bar,” which offers expedited service and 2-for-1 cocktails throughout the performance, along with a complimentary programme when available.

While not all theatres are implementing these queue-jumping options, Andrew Rawlinson, ATG’s business director, indicated plans for expansion of the service.

For those interested in Reverend Richard Coles’s show, Borderline National Trinket, at the Grand Opera House in York, attendees can also pay £5 for priority venue access.

A recent YouGov survey revealed that many people are deterred from visiting the theatre due to high costs, with 57 percent of 1,375 respondents citing ticket prices as their primary concern.

Actor Ralph Fiennes has previously voiced his concerns about the steep ticket prices in the West End.

Theatre blogger Carl Woodward critiqued the trend, saying, “British theatre is not EasyJet. Unfortunately, people accept the commercialisation of every single aspect of life now. ATG’s ‘queue jump into West End shows for a fiver’ idea is not a healthy model. It is a terrible idea.”

He added that since audiences are already spending substantial amounts on tickets, there’s hope for meaningful regulation to make theatre attendance more accessible.

The Liverpool Empire Theatre offers a £60 “Platinum Lounge” experience for Hamilton attendees, while Milton Keynes Theatre features a £20 Ambassador Lounge package for Joseph and the Amazing Technicolor Dreamcoat, which includes a welcome drink, snacks, and ice cream, along with a £5 queue-skipping option.

Rawlinson explained that these additional costs are aimed at providing customers with a more convenient and enjoyable theatre experience, stating the goal is to enhance entry into the venue, adding a touch of luxury and ease.

Comedian Jon Culshaw, currently touring with his show Imposter Syndrome, humorously suggested that this trend could inspire some new material, referencing a potential rephrasing of John Lennon’s famous Royal Variety line regarding audience seating arrangements.