What To Look For In London Theatre
Posted on
| By
Steve Rich
(Updated on Sep 12, 2025)
The carved phoenixes that adorn the edges of the Apollo, Shaftesbury Avenue dress circle. The seashell lighting that gives an undersea feel to its namesake the Apollo Victoria. The silver mousetrap and Meg’s plaque in the St Martin’s foyer, the actual well under a cover at the back of the Sadler’s Well’s Theatre.
All are reminders of the amazing wealth of history to be found in the West End’s grandest old ladies. But this blog isn’t about that.
This covers modern tips for planning a West End trip—ensuring comfort, enjoyment, and value for money. With anyone able to create a website and theatre attracting those seeking quick profits, it's wise to stay informed.
If you are reading this, you are already one of the lucky ones.
Londontheatredirect.com is a genuine, accredited source of theatre tickets, and it isn’t just me saying it. Look at the bottom of the page, and you will see the S.T.A.R symbol. This confirms that this company are a member of “The Society of Ticket Agents and Retailers” – S.T.A.R. for short.
Being A S.T.A.R
A self-regulating industry body, members pay a yearly fee and are vetted before using the symbol. It guarantees genuine tickets from official sources and fair pricing. If issues arise, both the company and S.T.A.R aim to resolve them. Can’t say fairer, can you?
If you happen to be reading this on your phone as you walk along, look out! You nearly got hit by a bus. Recovered? Look around you.
NO S.T.A.R
If you are in the West End, there are hundreds of ticket booths, all promising “deals” for the day. If they don’t have the S.T.A.R symbol, keep walking. At best, you will get a ticket that lets you pay ten times the original price to sit in the third balcony behind a pillar. At worst, you won’t get in at all, as your ticket is either fake or the original owner has arrived before you.
Heights
Did I mention heights? Worth knowing, if you don’t like them. Some theatres do have balconies inducing vertigo. Tickets are cheaper, but you won’t see much with your eyes closed. Luckily, ground floor seats (even boxes at the first level) are often reasonably priced. Sure, the view isn’t the best, but you’ll see more with your eyes open.
Balcony Seats
If you are shorter, the balconies could be for you. Seats up there are tiered – steps between each row – rather than on a sloped floor as the ground floor ‘stalls’ seats usually are. If you don’t mind the height, a good pick.
If you're tall, consider the stalls. Many balconies were built for shorter, malnourished audiences, leaving cramped legroom today. Some seats have no obstruction in front, but most don't allow much leg-stretching. For comfort, stalls are usually best. My website, Theatremonkey.com, has over 16 years of experience helping visitors choose wisely.
Finally, do avoid further pain by picking a show you actually will enjoy! There’s plenty of reviews to guide you, and synopsis of the stories around too. Think about what you enjoy on TV (sorry, no baking musicals since “Sweeney Todd” – probably for the best, in that case) or reading, and choose accordingly. Again, if you are looking away from the stage, you’ll miss it and still be charged as if you were looking...
Live theatre is wonderful at its best, an experience always, and always worth looking at – even better with the informed eye of one who has read how to see it best.
The author runs Theatremonkey.com, London’s Independent Theatre and Music Venues' Expert Seat Reviewer and Discount Deal Hunter since 2000.