Since opening in Autumn 2017, this critically acclaimed revivial of Agatha Christie’s courtroom thriller has now become a theatrical mainstay of London’s West End. A key element and driver of commercial success for Witness for the Prosecution is the Revenue Management function that EMG manage. With unique challenges including a small sized house, a non- west end venue and a seasonal sales pattern, our carefully balanced combination of occupancy driving and revenue driving strategies have delivered sold-out houses and YOY increases in revenue. 

The strategy utilises EMG’s detailed occupancy and price analysis to track and react to demand patterns by both dynamically pricing up and down to maximise revenue. The Sales & Revenue team work seamlessly with the EMG marketing, digital & social depts for maximum impact.

2023 was a sold-out year with Witness for the Prosecution sustaining its highest advance to date and 2024 looks to be even stronger.  Through the team’s insight and analysis, price has been used as an effective tool to sustain full houses and revenue maximisation.