Against fears the new variant might scare off audiences, data suggests ticketing and income has remained steady so far.
The emergence of the Omicron variant has had little impact on theatre sales and revenue, initial data suggests.
Tracking for 270 theatres conducted by Purple Seven showed peak sales for the year of 158,000 tickets on Friday November 26 followed by a sharp fall to about 100,000 on Saturday – the day we learned Omicron had entered the UK.
But sales and revenue recovered within a couple of days and remain at about 90% of 2019 levels.