There was also a record number of performances given, with 18,615 in all. Attendance, however, was 0.79 percent down on 2009 levels, but still saw more than 14 million people seeing London shows. Audiences for plays saw a 2 percent increase in audience (and a 10 percent increase in revenue), while musicals were slightly down, with a drop of 3 percent in audience share and a 1 percent drop in overall revenues earned. In a press statement from the Society of London Theatre, the trade body who represent theatre owners and producers, it was stated, "Against a backdrop of economic uncertainty – with an estimated 0.5 percent contraction in the UK economy in the final quarter of 2010 recently announced – the results reflect the vibrancy of London’s unique mix of commercial and subsidized theatre, as well as ongoing industry investment in new people and product."
Nica Burns, president of the Society of London Theatre, commented: "Another great year for London theatre. Despite economic woes, volcanic ash, and huge transport disruption notably during our busiest time of the year at Christmas, we have managed our seventh successive year of growth at the box office. A huge range of superb productions ensured that a visit to the theatre was a must-do for large numbers of the public. London theatre is something for everyone to be proud of and is a great ambassador for UK plc.”
And, Julian Bird, new chief executive of the Society of London Theatre, added, "People have voted with their feet again by flocking to London's theatres. Our customers experience the huge variety of shows that we stage each year, and in these difficult economic times are enjoying the theatre just as much. 2011 promises to be another exciting year for theatre and we look forward to entertaining people again."