PwC Previews Scheme - inspiring a new audience at The Old Vic

Setting the scene

A trip to the theatre can be expensive, creating a barrier for many who want to experience the magic of a stage performance on a regular basis. To make the arts accessible for all, we’ve been working with iconic London theatre The Old Vic to inspire a new audience.

As one of London’s best-loved theatres, The Old Vic is synonymous with the greatest acting talent and productions in Britain. Our relationship began in 2012 with our sponsorship of the PwC Under 25s Club, making theatre accessible to the next generation. With over 56,000 tickets sold the scheme was a huge success, inspiring us to broaden the scheme and look to inspire even more people.

“This is simply the best ticket offer in London - bar none. Old Vic productions are some of the best available to audiences and PwC makes them affordable to everyone. Without this offer we would not be able to attend most shows and our cultural lives would be so much poorer.”

Ian Patel

What we did

Our PwC £10 Previews Scheme launched in 2015, providing half of the auditorium at just £10 tickets for the first five performances of every Old Vic production. It supports the vision of current Artistic Director Matthew Warchus that there should be no barriers - financial or otherwise - for anyone who wants to experience the theatre.

Since the launch, PwC £10 Preview tickets have been sold for a range of productions including Art, King Lear, Rosencrantz & Guildernstern Are Dead and many more.

“The PwC ticket initiative is the only way I can afford to see world-class live performances of some of the best shows. With every performance I have gone to see with this initiative, I have felt absolutely honoured to have been given this opportunity. From watching The Lorax to my last visit of watching Woyzeck, every performance has been amazing and I hope this initiative continues for the foreseeable future.”

Wakjira Feyesa

Making a difference

Over 30,000 tickets have been sold for £10 since our scheme launched in 2015, with nearly 40% purchased by visitors new to The Old Vic.

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