A paperless ticket system has been introduced for the London production of Hamilton in a bid to stop profiteering by ticket touts.
The musical will be staged at the Victoria Palace Theatre in the West End London (November 21, 2017-June 30, 2018).
The producers say no physical tickets will be issued in advance, and when theatre-goers arrive on the day of the performance, they will be asked to swipe the payment card they used to originally purchase their tickets to gain admission.
Also, organisers say the demand for tickets is so high that no group bookings will be taken during the first booking period.
Cameron Mackintosh, producer and theatre owner, said: “I’m delighted to announce, as we open booking for the much anticipated, revolutionary new musical Hamilton, that in an effort to combat the gouging of the public with hugely inflated ticket prices by third-party profiteers, my theatre company Delfont Mackintosh Theatres will be operating a new paperless ticketing system, a first for the West End, powered by Ticketmaster.
“By not issuing physical tickets in advance, we aim to dramatically reduce the ability to resell seats at a hugely inflated price on secondary ticketing websites.”
Seats go on sale on January 16 for those who registered for priority booking, and general public booking will open on January 30.
Andrew Parsons, Ticketmaster UK managing director, said: “The producers have been very clear that they want all Hamilton tickets to get directly into the hands of real theatre fans, not touts, and we are incredibly excited that our proven paperless technology will play a pivotal part in making this happen.”
Hamilton will re-open the Victoria Palace Theatre following an extensive multimillion-pound renovation and expansion to the listed building.
It tells the story of Alexander Hamilton, an immigrant from the West Indies who became George Washington’s right-hand man during the American War of Independence.
The score blends hip-hop, jazz, blues, rap, R&B and Broadway.
The musical has smashed box office records on Broadway and it is also playing in Chicago. A third US production will open in March in San Francisco.
Pictured is Christopher Jackson as George Washington in the Broadway production. Photograph by Joan Marcus.