Old Vic helps to make theatre affordable to younger generations10:57, 14th March 2012
Accountancy firm, PricewaterhouseCoopers (PwC), has signed a year-long sponsorship deal with the Old Vic. The PwC club will provide 100 tickets at £12 for each performance this year. The scheme was initially launched in 2004 by Old Vic’s artistic director of eight years, Kevin Spacey.
Spacey spoke of his concerns for the future of theatre audiences: ‘As the generation that is going passes on, the question is who is going to replace them? If we don’t reach out to make theatre affordable to the young generation we will lose them all. It is so short-sighted not to think about your future audiences. In this climate we need more than ever for companies to step up and support initiatives that make theatre accessible, especially to young people. Exposure to the arts and culture is enormously valuable.’
The subsidised tickets for under-25s were first launched by the Old Vic with no corporate sponsor, with the theatre making a loss on the project to ensure better diversity among its audiences. Spacey then secured Aditya Mittal, ranked the fifth richest man in 2010, to sponsor the subsidised tickets. Aditya Mittal tickets were available to the under-25s for just £12.
Chairmen of PwC, Ian Powell said that the new partnership would help to, ‘open up a whole new world to people, and we think the PwC under-25s club will help bring theatre to an even wider audience.’
The scheme begins with the opening of the Old Vic’s production of The Duchess of Malfi this weekend. For more information about the PwC club visit: www.oldvictheatre.com/under-25