The critically acclaimed and three-time Olivier Award-winning Best New Musical, "The Curious Case of Benjamin Button," is enhancing the West End experience with two innovative audience initiatives at the Ambassadors Theatre. Recognizing that a significant portion of its audience attends solo, the production is launching "The Curious Corner" and a new "Loyalty Card" scheme.
A remarkable one-third of the musical's audience members are solo theatregoers, a figure 60% higher than the West End average. To foster a welcoming environment, "The Curious Corner" is a dedicated meeting point within The Pickled Crab, the custom-built pub adjacent to the theatre. This signposted area provides a relaxed space for individuals attending alone to connect with fellow theatre enthusiasts before or after the show.
Furthermore, with over 1,800 "regulars" who have seen the show at least twice (and more than 100 returning five or more times), "The Curious Case of Benjamin Button" is introducing a "Loyalty Card." Available at the Ambassadors Theatre box office, this card allows audience members to collect one stamp for each future visit. Five stamps earn a unique "letter in a bottle" from the production, while ten stamps will be rewarded with a coveted limited-edition full cast signed poster.
"The Curious Case of Benjamin Button," which stars Olivier Award winner John Dagleish as Benjamin Button and Olivier Award nominee Clare Foster as Elowen Keene, has been lauded for its enchanting storytelling and breathtaking actor-musician ensemble. Based on F. Scott Fitzgerald's iconic short story and relocated to a Cornish fishing village, the musical continues to draw audiences with its powerful message to "make every second count."
The Original West End Cast Recording has already amassed over 310,000 streams, a testament to its compelling soundtrack. The show is currently booking until Saturday, August 30, 2025. These new initiatives underscore the production's commitment to creating an inclusive and rewarding experience for all its patrons.
