Imagine the lights dimming, the curtain rising, and a chorus of voices erupting in joyous shouts of "He's behind you!" Pantomime season is almost upon us, and for West Midlands theatres, it's not just about silly costumes and corny jokes – it's a matter of survival.
Yes, the annual Christmas pantomime is a beloved tradition, a perfect excuse for families to gather and revel in some lighthearted fun. But behind the glitter and slapstick lies a crucial financial lifeline for these venues. For many, the panto season is the busiest and most profitable time of the year, providing a much-needed financial cushion to navigate the quieter months. And this is the part most people miss...
Sarah-Jane Morgan, the chief executive and artistic director at Worcester Theatres, puts it bluntly: "It is vital for what we do and for our sustainability as an organisation." Work on the upcoming pantomime, Sleeping Beauty (running from November 28th to January 4th at the Swan Theatre), began almost immediately after the previous one concluded. This isn't just a matter of tradition; it's a necessity. Ms. Morgan emphasizes that the pantomime is "just so important for us in terms of our finances but more than that, it's the time we connect with the most people in our community."
Consider this: Worcester Theatres anticipates over 19,000 audience members will attend its 68 performances of Sleeping Beauty in their 360-seater venue. Without this surge in attendance, Ms. Morgan warns of a "huge detrimental effect" on the theatre's financial stability. "I think it would be really challenging if you took away the opportunity to put some pennies in the bank at Christmas for many, many theatres, especially those under 500 seats," she explains. "We would see a lot more doors closing on venues and it would take the heart out of a lot of local communities as well." The stakes are undeniably high.
Thankfully, Ms. Morgan is confident that the pantomime tradition is here to stay. She describes it as a "really special" event, deeply ingrained in many families' Christmas celebrations. "It's just magical because pantomime is full of colour, full of song, full of dance, full of sparkle and it goes hand-in-hand with everything that Christmas is about."
But here's where it gets controversial... Some might argue that relying so heavily on a single event each year isn't a sustainable business model. Should theatres be exploring other avenues for generating income and engaging with their communities throughout the year? What happens if pantomime trends change, or audiences eventually lose interest?
Theatre Severn in Shrewsbury echoes Worcester Theatres' sentiments. They'll be staging Dick Whittington from November 28th to January 4th, and by late September, an impressive 70% of tickets were already sold. That figure has since risen to 84%, according to assistant theatre manager Craig Reeves. Having worked at Theatre Severn for 16 years, Mr. Reeves has witnessed the pantomime's "enormous" growth and its crucial role in the theatre's success. "We dedicate seven or eight weeks of our calendar to it so you can imagine if that wasn't successful, what an impact it would have," he states. "The fact that it is so successful is a huge benefit to the theatre."
Mr. Reeves estimates that pantomime audiences account for roughly one-fifth of the theatre's annual attendance of around 240,000. More importantly, it's their most profitable show, providing the financial flexibility to "be a bit braver" with their artistic programming throughout the year. "If the panto didn't do well, it would negatively impact our ability to be adventurous," he adds. This highlights an interesting point: the financial success of the pantomime isn't just about keeping the lights on; it's about enabling theatres to take risks and offer a wider range of artistic experiences to their communities.
Ultimately, the enduring appeal of the pantomime lies in its ability to connect with audiences of all ages. As Mr. Reeves notes, "It's got different jokes and bits of fun that appeal to all ages. I think that's the best thing – it just has such a broad appeal and means different generations of families can enjoy it together." The shared experience, the laughter, and the sense of community are what make the pantomime more than just a show – it's a cherished tradition.
So, what do you think? Is the reliance on pantomime a sustainable strategy for West Midlands theatres? Or should they be exploring alternative revenue streams? Share your thoughts and opinions in the comments below!
