LW Theatres offers theatregoers 'total transparency' with view-from-seat tech

LW Theatres will allow ticket buyers the chance to see the view from every one its venues’ seats, in an effort to provide audiences "total transparency".

The theatre operator has partnered with digital visualisation provider Preevue and as part of the collaboration, 3D laser scans will map all of LW Theatres’ six London venues, including the London Palladium and Theatre Royal Drury Lane. This will offer audiences an accurate digital representation of the view from their selected seats during the booking process. 

Preevue said its use of LiDAR technology ensured the digital representations were "precise, providing a reliable tool for audience decision-making". 

The feature is set to enhance the booking process for London shows such as Frozen, Hello, Dolly, Standing at the Sky’s Edge and Back to the Future the Musical. 

It follows LW Theatres’ recent roll-out of ticketing software platform Line-Up across its estate. 

Martin Crosier, director of ticketing and data at LW Theatres, said the "view-from-seat technology" was "another important milestone as we continue to innovate to prioritise our audiences’ needs at every stage of the booking journey". 

Preevue chief executive Ryan Metcalfe said he was "excited" by the partnership, adding: "This collaboration is about more than just technology; it is about providing total transparency to audiences during the booking process.

"Our aim is to empower patrons with information about seats that enables them to make informed decisions at any price point. The potential of this technology extends beyond seat selection; it is an innovative tool for productions to engage audiences even before the curtain rises. 

"By presenting the spectacular designs of sets, stages and the venues themselves during the booking process, we are not just selling a seat – we are offering a glimpse into the spectacular experience that awaits."