What is going on at Operation Mincemeat?
Operation Mincemeat is that plucky new show that made it big and winner of Best New Musical at this year's Olivier Awards. It's been on such an incredible, applaudable journey and one that should be heralded as a great success - especially in such a difficult time to create new theatre.
I'd like to preface this rant with making it extremely clear: I am not targeting anybody in particular, and am definitely not aiming this at cast members past or present, or SpitLip who created this incredible show. I don't know who, if anyone, is personally responsible for making any of the financial or ticketing decisions. But, on the off-chance they are reading, this is a breakdown of what the ticketing process comes across as to a fan of the show and indeed, theatre in general.
A huge part of Operation Mincemeat's success, aside from the brilliant product they have created, has been the fans. Some have been there right from the start at their fringe showcases and their off-West End stints. Some joined in the last year or so, and fell in love with the show while it made it big. And they returned, and returned, and returned and got more people into it. And created a dedicated Discord server garnering over 500 fans dubbed 'Mincefluencers', owing to their ability to recruit new supporters. They also went to lengths to find out information on the real-life Hester who is a character featured in the show. It's a fanbase like no other in the West End.
It just pains me, and others, how the recent ticketing system is fairing, particularly with regards how it impacts fans and potential fans alike. I'll try to detail it in vaguely chronological order to it occurring.
In its initial onsale, and very much against the grain, tickets weren't priced by where the seats were in the house. Instead, by popularity of day - Mondays were cheaper at ÂŁ39.50, and across the week, gradually rising to ÂŁ79.50 on Saturdays.
This soon rose to ÂŁ89.50, and other days in the week increased by ÂŁ10 too. This meant the back of the Upper Circle (partially restricted) was the same price as what's typically known as the 'premium' seats. And for those who are familiar with the small Fortune Theatre, they know this makes a huge difference (classic 1920s, limited legroom house).
Perhaps controversially, I don't think ÂŁ89 or so is *that* bad for a top price seat to a West End show - especially if there's people willing to pay it due to only going to the theatre a handful of times a year - but less controversially, I don't think it should be the only price seat to a West End show either. Especially when the view from the seats and level of comfort really do vary.
So, for affordability, they run a fortnightly ticket lottery where the lucky winners can pick a bunch of seats over 2 weeks' worth of performances for ÂŁ25. This practice, in some form or another, is fairly common among West End shows.
And then, last September. For reasons remaining largely unknown but attributed to "tickets going into the right hands" & "fair access for fans" because "it's not just loyal agents that are getting the tickets", they announced the Monday Ballot.
People can enter their email address, similar to the Lottery, and be in with a chance of securing tickets to a Monday performance where tickets are frozen at the week's cheapest price of ÂŁ39.50. And specifically for when a new booking period is launched. Once again, against the grain of literally any other ticketing endeavour seen by the West End or theatre at large. And crucially, the Ballot is not a discount scheme like the Lotto - it's simply the chance to secure tickets for performances on these days at full price.
This Ballot has since extended to Tuesdays & Saturdays; both days have a matinee meaning 5/8 performances per week are drawn via Ballot. Initially, I thought this is super gatekeepy - not least because ticket prices are too high to encourage new people to the show - but why would you hide away tickets for the week's most popular day? And more importantly, how does this stop the bots that are implied to be taking the tickets away from "the right hands"?
The first Ballot for the new booking period (and the inclusion of Tuesdays & Saturdays) occurred today. The marketing tactic of letting people know they have just 24 hours to claim the tickets (at full price of ÂŁ89.50 for Saturdays, remember - this is not the same as the discounted Lottery) came into force, and I clicked through to see what it was all about. And a few things occurred me:
The Ballot link expiring after 24 hours apparently doesn't mean anything. I've since learnt these tickets will go on general sale in 2 days, meaning it's effectively a Ticketmaster-esque presale for fans only. There's no rush to buy tickets unless there's a particular seat for a particular day you're desperate to secure. So ultimately, it's actually not gatekept tickets like it first seemed in the comms.
The prices from Wednesday onwards, for the new booking period, are ÂŁ89.50. Prior to this, they'd been ÂŁ69.50, then on Thursdays ÂŁ79.50, and Friday onwards, ÂŁ89.50. That's ÂŁ20 extra per seat than before for Wednesdays, and ÂŁ50 extra than seeing it on the Monday for cheaper (ironically, these performances are now more in demand.. I wonder if it's the price...). It just extremely puts into perspective how ridiculous it is to price it by day. Sure, try and encourage folks to see it on less 'popular' days, but there's got to be better ways to do this without pricing out most people?
And finally, it confirmed my concerns regarding the real reason behind the Ballot which I haven't yet shared:
3. The Ballot is effectively a data-farming exercise in order to get people's email addresses, and it's been dressed up as 'serving the fans'. Look, I take no real issue with creative ways of collecting data if people are opting in to do it. But it's the lack of clarity surrounding it - I know I'm not the only one who thought the 5 performances a week were going to be kept under Ballot and key. And the comms surrounding it were unclear (I doubt with malice): the 'winning' email makes it sound like we've got something exciting, and have a mere 24 hours to claim it, for it to just be on general sale in the same week... it's messy and confusing.
Maybe using the phrase "presale" isn't enticing enough for people to hand over their emails, and this is a better way to do it. And hats off if so, I'd hazard the majority of Mincefluencers are signed up to the Ballot.
Like ultimately, what does it matter? Why have I created this post to just detail how a random show has chosen to market itself?
I can't help but feel, despite the fans being a critical part of the show's success, there's constant ways to shut them out; between pricey tickets and schemes dressed up to look like they're being served, it feels unfair to those who have been following Operation Mincemeat for years. But also a disservice to the material of the show, which has been crafted with so much love. So many people would LOVE this show, but they're typically not the kind of people that would chuck ÂŁ90 at something on the off chance they like it.
EDITED TO ADD: Some have said, perhaps correctly, that because the top price is ÂŁ90 (a competitive rate compared to other shows!) they can justify selling the whole house at this rate, particularly as it's a small 400-seater. To that, I ask, why can't they sell the seats in price bands, instead of the days? Like every other show?
I'm led to believe there are concerns regarding access (not least because the Fortune Theatre cannot accommodate power wheelchair users), but the access scheme for tickets isn't akin to what other theatres offer. I'm not qualified to comment on this, but fans of the show have made this clear.
I have no real message here other than kindly asking whoever is responsible to consider how the ticketing choices made and subsequent communications comes across to fans, how the pricing is preventing future fans and why we consider the prices expensive.
We love Operation Mincemeat, but there's only so many times someone will throw ÂŁ90 at something to experience it again, even when they desperately want to continue supporting the show. Or maybe not - I can't speak for everyone - Mincefluencers may still continue to pay it & Joe Public may not think ÂŁ90 is a bad price.
But until the prices become more affordable from Wednesdays onwards, or I win the Mincemeat Lotto (not the Ballot...), I am unfortunately priced out of supporting London's best new, original British-born musical in a long, long time.