Equity has welcomed today’s announcement for government help for family days out over the summer school holidays and wants increased sales to be passed to performers and creatives.
We want to see workers share in the uplift in sales
Equity spokesperson
The government announced on Thursday 21 May VAT cuts for children’s tickets for theatres and cinemas, children’s meals, and reductions in ticket prices for everyone for attractions like adventure centres and theme parks. Badged as ‘Great British Summer Savings’, the scheme runs from 25 June to 1 September 2026 and slashes VAT from 20% to 5% on eligible tickets and activities.
The industries in scope are responsible for employing or engaging large numbers of performers and creatives, many of whom are in precarious, insecure and low-paid work, so while a boost to ticket sales would be welcome, the union wants workers to share in the uplift.
Equity spokesperson said: “We welcome government measures to boost the live performance, theatre and cinema sectors and promotions to help families become audiences at these events.
“We want to see workers share in the uplift in sales and expect SOLT, UK Theatre, theme park operators and others engaging performers and creatives to ensure increased sales and profits are passed on to the performers and creative workforce who are the heart of this industry.”
