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Advance discounts at London's official theatre ticket booth have boosted sales by 21 per cent, the Society of London Theatre announced today.
The move to allow advance cut-price tickets in addition to the traditional day-of-performance deals at its Leicester Square booth produced a giant leap in takings over the past year.
The society said American visitors have returned to London and there have also been more Europeans, attracted by favourable exchange rates, and "staycation" Britons. Attendances are up four per cent on last year.
