It’s true that ticket pricing in the West End works a lot like airlines or hotels i.e., demand drives cost. For Wicked at the Apollo Victoria, Friday and Saturday evening shows almost always sit at the top end of the pricing scale because they’re peak theatre nights. If you look at Tuesday–Thursday performances, you’ll usually find more availability and lower-tier prices, especially for side or rear stalls and the dress circle.

This isn’t unique to Wicked. Most long-running West End musicals (The Lion King, Les Misérables, Mamma Mia!) follow the same pattern, with midweek performances offering better value than weekend shows. Plays, particularly non-musical productions or those with shorter runs, sometimes have even more noticeable midweek discounts. Monday evenings are often the quietest, so prices dip there.

It’s absolutely true that midweek performances (typically Tuesday to Thursday evenings, and matinees) often offer the best value for West End shows, including popular ones like Wicked. This is a common strategy for theatres to manage demand and fill seats during less busy periods. You’ll generally find better availability and slightly lower prices compared to peak Friday and Saturday performances. For those looking for a real bargain, Monday evenings can sometimes be the quietest and therefore the cheapest. Keep an eye on official theatre websites and reputable ticket agents for these midweek deals, as they are a fantastic way to experience top-tier theatre without breaking the bank!