The £10 ticket initiative will run for the National Theatre's Olivier season, from May to Nov. 2003, and will see two-thirds of the tickets — 150,000 seats — go on sale at less than half of the usual price. The remainder will be on sale for £25. Hytner said, "I am delighted that Travelex will sponsor our £10 season in so spectacular a fashion. Together, Travelex and the National will make a thrilling season of theatre available to anyone who can afford the price of a cinema ticket."
His comments were echoed by Tessa Jowell, Secretary of State for Culture, Media and Sport, who said: "Our National Theatre should be accessible to the nation, and the £10 Season is a great way of helping to achieve this. It will bring some of the best acting in the world to audiences who might not think they could afford the experience. So I hope it means thousands who don't consider themselves theatregoers decide to give it a try."