Last year's deal, where some 40,000 discounted tickets were sold to encourage people to go to the theatre, was a great success, and the Mayor announced his determination to build on this. Speaking from the stage of the Criterion, he announced plans for 75,000 discounted tickets: "And I hope that through this, Londoners who don't normally go to the theatre will discover what an enjoyable and rewarding experience it can be." Sir Stephen Waley-Cohen, President of SOLT, said, "We are delighted to be working with the Mayor of London on this imaginative promotion, which is the most high-profile of a wide range of initiatives by which London theatre is reaching out to the audiences of tomorrow."

Also speaking from the stage (where a number of stars of current productions were lined up, including Michael Praed of Contact and Caprice of Rent) was Sir Ian McKellen.

Sir Ian made the point that the whole process of going to the theatre was very different to that of going to the cinema, and that as well as getting people cheap tickets they needed to be made to feel welcome when they got there.

More than 50 shows will be participating in the Get Into London Theatre! scheme, between January 15 and March 29. Prices will be only £10, £15 or £20 (depending on the show and availability), with a limited number at the special price of £5 for those aged 25 and under and 60 or over.

Tickets must be booked by Feb. 28 and are available on a special phone line — 0870 840 2468 — and through the SOLT website at www.OfficialLondonTheatre.co.uk.