Paul Hicks aka Mr Theatre

About Paul Hicks

Paul has been optimising marketing and sales strategies to drive profitable growth within the live entertainment sector for over 30 years. With a wealth of experience Paul offers a unique consultancy that can be engaged at any stage during the lifetime of a production to increase occupancy and maximise revenue.

Paul’s in-house marketing roles, at the Strand Theatre and Theatre Royal, Haymarket in London’s West End, saw him work on marketing for many productions including the long-running musical Buddy: The Buddy Holly Story; Breath of Life with Dames Maggie Smith and Judi Dench, and Victoria Wood’s hilarious hit musical Acorn Antiques amongst many other productions throughout his 8 years at the venue.

His 9 years at the full-service marketing agency AKA meant he worked on many productions from classics such as The Woman in Black, to new musicals Motown, Jersey Boys, Matilda and Hairspray. His remit also extended to building and maintaining long-standing relationships with commercial and subsidised venues such as The Old Vic, The Kiln Theatre and Donmar Warehouse.

Paul offers a unique consultancy that can be engaged at any stage during the lifetime of a production to increase occupancy and maximise revenue.

His roles at ticket agents Ticketmaster, Seatem and - where he was Head of Ticketing - meant that he has experience of the theatre ticket agent world, affording him the specialist knowledge he now brings to bear in his consultancy work.

the cast of Barbershop

Paul launched Mr Theatre in 2018 and quickly became the West End’s go-to consultancy for managing all of the London based ticket agents selling inventory for theatre productions today. To date, Paul has provided ticketing marketing services for many productions including National Theatre West End transfers of War Horse, Nine Night, Peter Pan, The Barbershop Chronicles and The Curious Incident of the Dog in the Nighttime; Global Creatures’ Strictly Ballroom the Musical; Really Useful Group (Andrew Lloyd Webber) Joseph and the Amazing Technicolor Dreamcoat and School of Rock the musical; Hello, Dolly!, Adrian Mole the Musical and Captain Corelli’s Mandolin for EMG Ents; Lexicon at the Roundhouse; Young Frankenstein the Musical for Fiery Angel; and acting as a consultant on major projects for KX Tickets and the Boulevard Theatre in Soho.

Paul’s expertise can be applied at any time during the lifetime of a production - from getting a show on its feet pre-sale analysing pricing structure and total seaters, advising on performance schedules and pan-industry knowledge of the competition; to taking full advantage of industry promotions throughout the year and maintaining ticket agent sales during the run; right through to a ‘final weeks’ campaign and final performance. His skills can breathe new life into a struggling show and maximise income for a hot ticket.

His expansive knowledge of the ticket agent industry means producers can be assured of a carefully curated ticketing agent package for any show. Every sales opportunity, every promotion and every price band are analysed and considered in order to present theatre producers with a bespoke ticket agent service that maximises the ticket yield, sells previously idle inventory, increases occupancy and extends the reach of a production,