In 1974 Brooks Atkinson, an American drama critic, wrote, “Nothing is really important except the performance on stage. The sole function of a theatre is to provide a place where people can assemble and enjoy the schedule.” This viewpoint is coming into question now, specifically by the guardians of London’s most venerable theatres.

At the Theatres Trust 2009 conference, titled “Experiencing Theatres”, the consensus appears to have been that the old, prestigious theatres of the West End are beginning to drive away their own clientele. According to Adam Kenwright, founding director of the advertising, marketing and design agency AKA, theatre owners and producers are allowing these grand buildings to deteriorate at the expense of customer comfort.

Kenwright stated that many theatres are inconvenient, uncomfortable and overpriced. He said feedback from theatregoers and focus groups indicates that people are going to the theatre less often and spending less money in the West End than at the National Theatre.

The reason, he says, is simple: at the National seats are more convenient, drinks are cheaper, and the line for the toilet is shorter.

Upgrading the facilities seems to be working for a Northern Ireland venue. John Botteley, director of the Grand Opera House theatre in Belfast, told the conference that income from the bar, catering services etc. had tripled since the investment in a makeover.

The opinion of Mr. Kenwright is that effort and money should be invested in improvements such as air conditioning for the old buildings. Other changes might result in a return of the many disillusioned audience members. The bottom line seems to be that no matter how uplifting the show, sharp springs in the seats and a 20-minute wait for the loo can really dim the luster.