Pantos: The West Midlands' Vital Entertainment Boost
The West Midlands' theatres are gearing up for the annual pantomime season, a tradition that brings colour, laughter, and a surge in audience numbers. But why is this annual event so crucial for the region's theatres?
For Sarah-Jane Morgan, chief executive and artistic director at Worcester Theatres, the answer is clear. Pantomimes are not just about financial stability; they're a chance to connect with the community. "It's vital for what we do and for our sustainability as an organisation," she says. "It's important for our finances, but more importantly, it's the time we connect with the most people in our community."
The Swan Theatre's upcoming production of 'Sleeping Beauty' from November 28 to January 4 is a prime example. With over 19,000 tickets expected to be sold during the 68 performances, it's a significant boost for the theatre's financial health. Without this surge in attendance, Morgan warns of a "huge detrimental effect" on the theatre's financial situation, especially for smaller venues.
"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 says. "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."
But it's not just about the money. Pantomimes are a "really special" event, according to Morgan, woven into many families' Christmas traditions. "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," she says.
Across the West Midlands, other theatres are experiencing similar success. At Theatre Severn in Shrewsbury, the Dick Whittington pantomime was already 70% sold out by the end of September, and that number has now risen to 84%. Assistant theatre manager Craig Reeves has seen the panto's growth over 16 years and considers it "crucial to our 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," Reeves says. "The fact that it is so successful is a huge benefit to the theatre."
Reeves highlights the broad appeal of pantos, noting that they attract a wide age range and offer something for everyone. "It's unlike anything else," he says. "It's got different jokes and bits of fun that appeal to all ages."
The financial benefits are significant, too. Pantomimes are the most profitable shows of the year, allowing theatres to take artistic risks with their other programming. "If the panto didn't do well, it would negatively impact our ability to be adventurous," Reeves adds.
So, as the West Midlands' theatres prepare for the pantomime season, it's clear that these annual productions are more than just entertainment. They're a vital part of the region's cultural fabric, bringing communities together and ensuring the financial health of these venues.
