The economic downturn may have seen a few West End shows close prematurely, but many continue to pack them in. Attendances last year rose by 10 per cent from 2006 to 13.63 million, and ticket sales hit £469.7 million.

Many theatre industry observers also have seen strong attendance this year, although some are preparing for a slowdown.

The rise is partly attributed to a string of reality television shows in which contestants compete for parts in West End musicals. This has attracted a younger, wider audience to Theatreland.

Millions watched Jodie Prenger shoot to fame when she won the role of bawdy Nancy in the BBC One show I'd Do Anything, with tickets already on sale to see her perform as Nancy in Sir Cameron Mackintosh's stage production of Oliver! in January.

Connie Fisher shot to fame when she won the 2006 BBC talent contest How Do You Solve a Problem Like Maria?, securing the lead role in Lord Lloyd-Webber's production of The Sound of Music at the London Palladium. Then there was Any Dream Will Do, a search for a Joseph to star in the West End revival of Joseph and the Amazing Technicolor Dreamcoat.

It is also possible that musicals will continue to gain popularity on the back of successful spin-off films such as Mamma Mia! However, there are concerns that traditional plays are being squeezed out of the West End by their popularity.

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