The Magic of the First Theatre Experience

I still remember, aged 4 perched in the Upper Circle of the London Palladium watching Tommy Steele in “Hans Christian Andersen”, a magical musical to welcome me into the world of theatre. From that moment on, I was hooked. Coming into London to the bright lights of the West End – it had me, I was a theatregoer for life…

The house lights go down, the music starts up, the stage lights go on, the magic begins.

Producing shows and running theatres at Nimax, I wanted to help pass on that first magic to the children of today – They are our theatregoers for tomorrow, the West End audience of the future. Our family entertainment is accessible, inclusive and affordable for all.

Eight years ago, at Nimax we began this journey to open our doors and with the wonderful co-operation of our staff, producers, technicians and partners – we began a programme to present theatre during the days for families which was of the highest quality at affordable prices – and with the clear objective of delivering the magic of a first theatre experience to the most important members of our future audiences – the children…

Since then, we have welcomed over 2,100,000 people through our doors seeing these shows mainly during the Summer and Christmas holidays. We have celebrated Olivier Award nominations, rave reviews, full houses – but nothing is more important than the smile on the child’s face as they walk out of theatre and turn to their parent and say… “Can I come again tomorrow?”.

Amazingly performances happen between 10am and 4pm  with often up to three shows a day. During one week of August 2015 alone, we presented 19 performances of “the Gruffalo” at the Lyric, 14 performances of “Horrible Histories“ at the Garrick, 12 performances of “I Believe in Unicorns” at the Vaudeville and 13 performances of “Three Little Pigs” at the Palace. 59 performances of 4 different shows in one week, tens of thousands of theatregoers enjoying these wonderful shows and these beautiful buildings.

This would not be possible without the creative skills of the teams involved in bringing these shows together including Tall Stories Theatre Company, Kenny Wax Ltd, Birmingham Stage Company and many more, the commitment and hard work of the staff throughout the Nimax Theatres Group and most importantly the audiences – the families who begin their theatre journeys in these wonderful, magical buildings.

Laurence Miller: Commercial Director Nimax Theatres