“What’s the secret of Nicholas Hytner’s success? Cheap tickets, obviously: the £10-ticket scheme in the Olivier is the most radical, yet basically simple, audience-building idea in my lifetime. But Hytner has also realised a fundamental truth: that there is no longer a single, monolithic audience for theatre but a series of separate constituencies, hence his scheduling of canonical classics by Shakespeare, Shaw and Coward for the “brochure” audience. He has also realised that there is a younger group hungering for a more innovative kind of physical theatre.”