Despite the eerily deserted streets of central London, arts and entertainments bosses are reporting very mixed fortunes during the Olympic Games. Some have seen visitor numbers plunge since the Games started, such as the British Museum where visitor numbers are down by 25% and some West End theatres down by a third, but others including the National Theatre report business as good as last year, with near full houses every night.
Although box-office figures have not yet been compiled, anecdotally many venues report that business is picking up this week as Londoners realise there are bargains to be had, and that travel – after warnings of transport chaos initially scared people into staying home – has so far been easier than before the Olympics.
Terri Paddock, editor of the Whatsonstage website, said many of their posts are reporting empty streets, and theatres surviving by heavy discounting and last-minute sales. “I live in Lambeth, work in Tottenham Court Road and am walking through the West End throughout the day and evening. I can tell you personally that I have never seen it so quiet during my 20+ years living in London,” she said.
The British Film Institute is on track for a record month, with the Batman film The Dark Knight Rises sold out for the next six weeks on their giant Imax screen, and at its South Bank cinemas spectacular advance sales for its season of every Hitchcock film. “We are forecast to exceed target for attendance during the month,” a spokeswoman said.
However at the British Museum, normally a heaving mass of overseas visitors in August, visitor numbers are down 25% on July/August last year, and there are plenty of tickets available on the day for the major exhibition, Shakespeare: Staging the World – which was expected to be one of the blockbusters of this summer. “We know this is the general picture from speaking to other venues,” a spokeswoman said. “We’ve very deliberately scheduled the Shakespeare exhibition to run on to 25 November, and we’re expecting a very different picture after the Olympics and when the schools go back. It’s actually a really nice time now to visit cultural attractions, without the usual crowds and it’s so easy to get around in London.”
In stark contrast, at the National Theatre it has been standing room only on many nights for all their shows, with the starriest, Simon Russell Beale in Timon of Athens – traditionally regarded as one of Shakespeare’s least appealing plays – selling out for almost all shows, and 90% sold for all the Olympics dates. George Bernard Shaw’s The Doctor’s Dilemma is doing least well, but has still already sold 60% of available tickets for the same dates.
A spokeswoman said the bulk of ticket sales are to their regulars in London and the south-east, but sales to overseas visitors wandering in on the day are healthy too, and all the free activities in and around the building on the South Bank are very well attended.
The Society of London Theatres, representing 52 theatres mainly in the West End, said numbers are picking up this week, compared to last week when many had banks of empty seats to rival any of the Olympics venues. They also report that people are recognising there are bargains to be had: business is brisk at the TKTS discount ticket booth in Leicester Square, operated by the society. Ticket sales for the Kids Week promotion, now expanded to the whole month of August, which offers free or heavily discounted tickets to under-16s accompanied by a full paying adult, are well ahead of last year – 100,000 tickets have already been sold, compared to 70,000 for the whole promotion last year.
The Tate Modern gallery has been on a roll this summer, with massive publicity for its new Tanks underground space, a string of new exhibition openings, and many of the Festival 2012 events happening around it on the South Bank. However a spokeswoman said that although the place is still buzzing, ticket sales are down for the charging exhibitions. Further down on the opposite bank Tate Britain – not helped by its main restaurant closing until next year for renovations – has also seen a sharp drop in ticket sales.
At the Natural History Museum in South Kensington, which would normally expect 20,000 people a day at this time of year, and long queues outside the gates before opening time, staff say they are “still busy, but noticeably quieter”. A spokeswoman added “it makes it a really fantastic time to visit”. The Museum of London also reports visitor numbers well down, and suspects that their mainly family audience was put off by the warnings of transport problems.