When tickets went on sale for the concluding play in Jamie Lloyd's Pinter at the Pinter season - Betrayal starring Tom Hiddleston - those who had already booked tickets for other, arguably less commercial plays, were given 24-hours priority booking*.
Tom Hiddleston is a big draw, Hollywood level stardom with a large fan base and demand was going to be high for tickets, so it felt like a genuine reward was being offered for those who are theatre fans first and foremost.
And I don't think I've seen a theatre do anything quite like this before.
Recognition for loyalty
The gesture and recognition for loyalty felt all the greater when a few days later the National Theatre sent out emails about the results of a ticket ballot for another play with a Hollywood star in the cast.
Cate Blanchett is taking to the Dorfman stage next year in a play directed by Katie Mitchell and, anticipating high demand, the National asked people to apply to go into the ballot for a chance to buy tickets.