From this month, visitors to London's West End will be able to purchase their theatre tickets using the first smart phone based paperless ticketing service.
TodayTix customers will receive a unique barcode image on their smartphone which the venue will scan so no home printed or paper tickets are needed.
Tickets for shows may be booked up to an hour before the show starts or up to a week ahead. Harnessing the growing movement towards spontaneous bookings, TodayTix could help shift the nearly 30% of London show tickets that go unsold each year.
The TodayTix app is available for download free of charge for iOS and Android devices via the Apple Store and Google Play.