We checked in with Emma De Souza, executive director of audience and commercial at Society of London Theatre and the mastermind behind the long-running audience development initiative, Kids Week. The scheme provides free theatre tickets for youngsters accompanying paying adult punters – a huge move in order to encourage the audiences of the future into the West End and beyond.

Decades on from its launch, De Souza reflects on where Kids Week went so right, and why we live in unprecedented times for theatre audiences – and those who may one day build a lifelong love for all things stage. If you want to know more about how you can benefit from Kids Week, it runs until the end of August – so plenty of time to participate!

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