Book through official channels
Always book through a show's official box office or an authorised ticket partner rather than an unfamiliar third-party resale site. Prices on unofficial resale marketplaces can be inflated well above face value, and in the worst cases tickets sold this way can turn out to be invalid. If a deal looks unusually cheap for a hit show, treat that as a red flag rather than good luck.
Where to sit
For big production numbers and shows with large-scale staging (Wicked, The Lion King, Les Misérables), stalls or front dress circle seats give you the full visual impact. For dialogue-heavy plays, sightlines matter less than proximity — a mid-priced seat closer to the stage often beats an expensive one at the back of a large circle.
Restricted-view seats are usually clearly marked at checkout and priced lower — they can be a good option if budget matters more to you than a perfect view, but check exactly what's restricted (a pillar, an overhang) before booking if you're unsure.
Timing your booking
Long-running hits rarely sell out completely, but the best-value seats at the best times (Friday and Saturday evenings especially) go first. If your dates are flexible, a Tuesday–Thursday evening or a matinee is usually easier to book at a better price than a weekend evening.
For newly announced transfers or limited celebrity-led runs, book as close to the general on-sale date as you can — these are the shows most likely to genuinely sell out.
Before you go
Check the running time and age guidance on the show's page before booking, especially for family trips — some shows run close to three hours including an interval, which matters for very young children or a tight evening schedule.
Most West End theatres are older buildings with more limited legroom than modern venues, so if that matters to you, look at seat plans in advance.