Nimax Theatres to open West End theatres in sequence from 22 Oct with social distancing
Good news everyone: after the worst year in modern history, the owner of the Apollo, Duchess, Garrick, Lyric, Palace and Vaudeville theatres will welcome audiences back to London after seven-months of closure, starting with the Apollo in October.
Nimax Chief Executive Nica Burns said: “I am delighted to announce we will be switching on all our lights and presenting a special season of fantastic entertainment. First up at the Apollo Theatre, Shaftesbury Ave is This is Going to Hurt written and performed by ex-NHS doctor Adam Kay who will open his run with a free performance for NHS staff on 22 October. Tickets will soon be on sale at www.nimaxtheatres.com as is registration for NHS staff to enter the ballot for their free performance.
Nica Burns
Our full programme of special shows will reopen each of our six venues prior to the return of our brilliant long running shows: Harry Potter and the Cursed Child (Palace theatre), Everybody’s Talking About Jamie (Apollo theatre), Magic Goes Wrong (Vaudeville theatre), The Play That Goes Wrong (Duchess theatre). Details on this special season of shows will be announced over the next fortnight.
All our venues will open with social distancing plus robust risk mitigation to comply with government COVID-19 Secure guidelines. Although with reduced capacities it is not possible to make a profit, we are determined retain Nimax’s highly skilled, experienced workforce alongside the huge, talented tapestry of freelancers onstage and backstage, plus the many teams and businesses which together give our audiences a night to remember. Our theatre community cannot wait to get back to work safely.
As culture secretary Oliver Dowden wrote this week, ‘…theatre is a lynchpin of London’s West End and its absence is painfully reflected in its deserted streets.’ Even with reduced capacities at our theatres, we can entertain over 20,000 customers a week who we hope will re-energise the beating heart of our city, particularly the cafes, bars and restaurants that are an essential part of the fabric of the West End. Ticket sales for those venues that have managed to open so far, both outdoor and indoor, have been strong and we look to the future with confidence.”
Adam Kay says: “It’s extremely heartening that Theatreland is starting to gear up again. The people you see on stage are the very tip of the theatre iceberg – behind the scenes are hundreds of hard-working staff – from electricians to stage managers to lighting techs to box office to carpenters – huge numbers of whom fell between the gaps of government support. I’m very proud to return to the West End, following the extraordinary efforts of Nimax to do so in a way that’s safe for staff and theatregoers alike, and doubly proud to open the run with a free show for NHS staff, who can clearly do with a night out more than anyone.“
Why is Nimax opening at a loss?
Like all businesses, Nimax looked at their business strategy post 31 October when the furlough scheme ends. As part of this, they looked at the financial and human cost of large-scale redundancies. They preferred to put the potential redundancy monies towards employment rather than unemployment. When they then fully open, they will have their fantastic workforce in place saving the cost of recruiting again. With this plan Nimax will not be making a profit but will be earning a contribution to their costs post-furlough which will enable them to achieve 4 key aims:-
- Jobs: Save the jobs of Nimax’s experienced, highly skilled and valued full time theatre staff teams as well as central management staff teams. They will also be hiring front of house and performance staff. Total jobs 355 plus.In addition, a significant number of freelancers will benefit and freelance jobs will be created or reactivated: actors, musicians, creative teams, stage management, wardrobe plus affiliated sector businesses such as marketing, press and technical hire companies.Everyone in the theatre community is desperate to get back to work. Nimax Theatres would like to thank their fantastic staff team and all our freelancers who were working in their theatres. They would also like to thank the three theatre unions BECTU, Equity and the MU who are working collaboratively across our industry to help us reopen.
- Assist the stimulation of London economy: Even at a reduced capacity, Nimax will be attracting a significant number of customers into the West End stimulating the local economy in our area, particularly cafes, bars and restaurants.
- Fulfilling audience demand: Nimax will be helping to fulfil a pent up demand of audiences who wish to return to theatres as demonstrated by our (SOLT/UK Theatre) latest audience survey from Morris Hargreaves and McIntyre, where 72% of audiences surveyed said they were looking forward to the thrill of seeing something live. Nimax can’t wait to welcome audiences back to experience a fantastic night out.
- Consumer confidence: Nimax want to help build up consumer confidence with a return to central London and indoor entertainment spaces. They are proud to display the new industry See it Safely mark to show that our venues are compliant with the latest government guidelines.
Why can Nimax Theatres open when other theatres cannot?
The economics of their business model: they are the smallest of the 4 large West End theatre owning companies. The smaller the theatre and the shows it presents, the lower the costs. Hamilton, The Lion King, Harry Potter and the Cursed Child, Andrew Lloyd Webber’s new musical Cinderella are very expensive to run (both show and theatre) on a weekly basis. Conversely, costs for The Play That Goes Wrong in Nimax’s smallest theatre, the 500 seat Duchess, are substantially lower.
Special reopening programming: Nimax will be presenting special programming to be announced separately prior to the re-opening of our long running shows.
These shows are:
Harry Potter and the Cursed Child (Palace theatre) – performances are currently suspended until Sunday 21 February 2021
Everybody’s Talking About Jamie (Apollo theatre) – performances are currently suspended until 11 November 2020
Magic Goes Wrong (Vaudeville theatre) – performances are currently suspended until Sunday 15 November 2020
The Play That Goes Wrong (Duchess theatre) – performances are currently suspended until Sunday 18 October 2020
What help does the theatre sector need from the government?
For the theatre to survive, we need the following:
- End of social distancing: to reopen as quickly and safely as possible without social distancing and at full capacity. As the larger shows take time to remount, we need a date as soon as possible.
- Extension of the JRS and self-employed support schemes: for theatres, businesses and freelancers who cannot open with social distancing.
- Insurance: a scheme on the same lines as that already agreed with cinema and TV sector.
Asked about the return of pantomimes, Nica says: “We won’t be putting on a pantomime. [But] I know Andrew Lloyd Webber and Michael Harrison, our greatest panto producer, and I’m really hopeful that, oh yes, we will be going to the London Palladium at Christmas.”
There we have it.
