Barbican | Virtual Waiting Room | Queue-it


The Barbican, Europe’s largest multi-arts and conference venue located in London, UK, implemented Queue-it during the ticket release for their production of Hamlet, starring actor Benedict Cumberbatch playing in the Barbican Theatre. Due to the anticipation of the production, the Barbican originally sought Queue-it to help manage the expected end-user overload on their website once tickets would be released for sale. The Barbican aimed for high customer satisfaction in the midst of phenomenal interest, and added-on Queue-it to ensure a positive queuing scenario during the ticket release.

According to Nicholas Triantafyllou, the Barbican’s IT Business Systems Manager, “We knew the interest in the ticket release would be huge and we were satisfied that the ticket sales were smooth and provided a fair queueing process. In fact, the only complaint received was that the show sold out. The Queue-it system allowed for us to communicate clearly and efficiently with customers in queue, and kept our website up and running, even with more than 60,000 customers in queue on the day of the release and over 100,000 customers visiting our site throughout the ticket announcement.” Hamlet tickets sold out seven hours after their release.

The application of Queue-it throughout the ticket release also helped garner even more positive press and social media activity than anticipated. Customers took to Twitter to declare their positive queueing experience with Queue-it on the Barbican site:



One clever end-user created a Twitter handle dedicated specifically to the ‘Queue-it Barbican Hamlet Man’ featured on the Queue-it queue page that alerts customers of their position in queue:  Needless to say, Barbican customer satisfaction was maintained while the Queue-it customer journey assured ticket purchases were completed.

According to publications such as The Mirror, The Telegraph and The Wall Street Journal, the Barbican’s Hamlet was said to be the fastest selling and most in-demand, searched for, popular, and high-interest theatre show of all time after the successful ticket release. The Barbican’s Hamlet sold out one year before opening, with press coverage speculating that there had never been this much demand ever before for a theatre production.

Overall, the Barbican noted that the Queue-it system is easy to implement and use, and comes with exceptional support from a helpful support team that provides advice in pre-event planning and testing.  On behalf of the Barbican, Nicholas Triantafyllou stated that they were “really happy with the support received”, and that the use of Queue-it “paid off—the service is ideal and highly recommended to all other companies looking to manage end-user overload situations”.