The Greatest Show on Earth launched by Ken Livingstone at the Prince of Wales Theatre on Dec. 5 has taken off.
The package of theatre promotion, discounted tickets and hotel tie-ins was estimated to be worth some £500,000, but such has been the momentum behind it that theatre owners, hoteliers and transport chief's involvement now means the package is worth some £2 million.
As a result the Mayor has now suggested that The Greatest Show On Earth become an annual event, to help the industry through January and February, which are traditionally difficult months for the industry and a London-wide promotion would be very helpful.
—by Paul Webb Theatrenow
