Marketing chiefs work to ban phrases in theatre after a series of ‘abusive’ incidents

Popular musicals can attract devotees who love nothing more than rising to the occasion and partying like the stars on stage.

But marketing chiefs have decided that, after a series of incidents, the promotion of the big shows will be toned down in a bid to tackle unruly and abusive behaviour in theatres.

Ambassador Theatre Group, the largest operator in the UK, is working with producers to ban phrases such as ‘best party in town’ or ‘dancing in the aisles’. Last month, a performance of Jersey Boys at the Edinburgh Playhouse had to be stopped after a fight broke out in the audience.

And in 2021, singer Beverley Knight hit out at an audience member whose disruptive behaviour halted a performance of The Drifters Girl at the Garrick in London. She tweeted: ‘If your intention is to come to the theatre, get rat-a***d, make a scene, disrupt the show thus causing a show-stop? My advice is stay your a** at home.’

In 2021, singer Beverley Knight hit out at an audience member whose disruptive behaviour halted a performance of The Drifters Girl (pictured) at the Garrick in London

Edinburgh Playhouse boss Colin Marr told theatre publication The Stage: ‘We are working on this as a group. One of the main things we are trying to do is around messaging and working closely with producers. When we market shows let’s not have phrases such as: ‘best party in town’ or ‘dancing in the aisles’ – the show has something much stronger than that to sell.’

Mr Marr said he had been left ‘disgusted and angry with audience behaviour’ at the Scottish venue where staff have been ‘verbally and physically assaulted’ by a theatregoer.

An ATG spokesman said: ‘We want everyone to enjoy the experience of a show.’