MALVERN Theatres has introduced a £2.50 booking fee.

The theatre complex, in Grange Road, Malvern, has brought in the fee to generate extra income.

Managing director of the theatres, Nic Lloyd, said rather than being a price increase, the booking fee was in fact helping him keep the ticket prices low.

"It is my job to secure the future of Malvern Theatres, not just over the next five years but for the next 50 years. It is absolutely essential to generate extra income for the restoration and maintenance of the internal structure, fixtures and fittings of the building.

"In addition to this, there is ongoing pressure for the theatre to bring its charges in line with other venues of its size and type as well as pressure from our funding bodies to explore new ways of generating revenue."

The booking fee is £2.50 per ticket transaction which includes postage. Bronze, silver and gold members of the theatre are exempt from the charges, as are transactions for more than 10 tickets to one show.

Film showings are also exempt from the new charge.

"As a theatre manager, I'm often asked why theatres don't just put up ticket prices rather than adding booking fees," said Mr Lloyd. "Income from booking fees is different from tickets sales income because it comes directly to the theatre.

"Booking fee income, for example, is subject neither to authors' royalties nor to producers' or agents' shares.

"In fact, every £1 of booking fee is worth the equivalent of up to £5 on the ticket price.

"Booking fees therefore give transparency in charging and help us to keep basic ticket prices as low as possible."