Looking back on Starlight Express: A monumental debut
“Theatre is built on storytelling. Through GoPhoto, we were able to help audiences take a small piece of that story home with them.”
8 Jul 2026
Every so often, a project comes along that perfectly captures why you started a business in the first place. For us, Starlight Express was one of those moments.
With GoPhoto already in situ at events and attractions across the UK, our clients were already seeing first-hand its potential, and we knew it could extend far beyond traditional visitor attractions. The technology had already proven itself in environments where creating memorable guest experiences is paramount, but we had always believed there was an exciting opportunity within the world of theatre.
Starlight Express gave us the chance to put that belief into practice
From the very beginning, we were conscious that theatre is different. Audiences arrive with a deep emotional connection to the production. Many are returning fans, some have waited years to experience the show, and others are introducing a new generation to a production they love. Any addition to that journey has to feel authentic and enhance the experience rather than distract from it.
That was our guiding principle throughout the project
Working alongside the teams at LW Entertainment, Michael Harrison Entertainment, Global Marketing Group and Troubadour Theatres, we set out to create a photography experience that felt like a natural extension of the world of Starlight Express. Rather than offering a generic photo opportunity, we wanted guests to leave with something that genuinely reflected the excitement, energy and spectacle they had just experienced.
The response exceeded our expectations
By integrating a GoPhoto Capture Tower into the foyer and entry areas, guests could engage with the experience before the show and during intervals without interrupting their visit. The technology was designed to work seamlessly within a busy theatre environment, enabling high-volume guest participation while maintaining a smooth and enjoyable customer journey.
What particularly stood out to us was the emotional value of the experience. A photograph is more than a transaction; it is a memory. Guests weren’t simply purchasing a product; they were taking home a personal connection to an unforgettable evening. Seeing families, theatre enthusiasts and first-time visitors engage with the experience reinforced our belief that guest photography can play a meaningful role within live entertainment.
“Working with Hawthorn & Kent to bring GoPhoto to Troubadour Wembley Park Theatre and our resident production of 'Starlight Express' was an exciting new venture for us to explore.
The technology, implementation and ease of use greatly exceeded our expectations.”"
Simon Lord
Theatre Manager
Equally important was the operational success. The self-service kiosk model allowed guests to browse and purchase at their own pace, removing the pressure often associated with traditional photo sales. The result was a frictionless experience for both guests and staff, while creating a new and complementary revenue stream for the venue.
Perhaps the most rewarding aspect of the project was demonstrating that theatre audiences are ready for this type of experience. The success of Starlight Express has shown that guest photography can sit comfortably within the theatre ecosystem, supporting both audience engagement and commercial performance without compromising artistic integrity.
As founders, we often spend our time focused on strategy, technology and future opportunities. Projects like this remind us why those things matter. At its heart, our business exists to help create memorable moments, and Starlight Express delivered those moments every single night.
Theatre is built on storytelling. Through GoPhoto, we were able to help audiences take a small piece of that story home with them.
As we look ahead to future partnerships in the live entertainment sector, we are excited by what this project has unlocked. Starlight Express may have been our theatre debut, but it certainly won’t be the last stop on the journey.
