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Dateline: 25th January, 2004 News from the North East New Telephone Booking at the Empire This new number is totally integrated with Ticketmaster and means, after around five rings, if your call is not picked up at the Sunderland Empire, it will automatically cascade to Ticketmaster, giving patrons the option to buy now, or, as they would at present, just call back later if they'd prefer to speak to someone at the Sunderland Empire. Doesn't Ticketmaster always charge large fees? "Sometimes Ticketmaster levy a charge to cover their costs," said Dominic Stokes, the theatre's general manager. "However, this is by no means universal, for example if you're booking for Miss Saigon (15 January to 5th March 2005) there is no Ticketmaster booking charge, and this goes for a whole host of other productions. If there is a fee you'll always be told about it in advance and have the option to make the booking there and then, choose to hang-up and dial at a quieter time to speak to someone at the Sunderland Empire, or pay in person at the Box Office. "This unique partnership means, that customers have the power to choose what's best for them. If a major show goes on sale and previously they may not have been able to get through to the box office, now they can. If they only have a lunch break to book tickets in, now they will always get through to an operator. Even if they want to book tickets at 1am then they can, and if they want to speak to an operator at the Sunderland Empire (during opening hours), then of course they still can."
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