From Broadway to West End: TodayTix expands to London

With an eye to multi-billion dollar British theatre market, the New York-based theatre ticketing app has expanded its reach to the iconic London's West End.

Called TodayTix - the first and only mobile app that provides access to the best prices on last-minute theatre tickets - it will provide customers with a fast-tracked process for buying tickets to the West End's most celebrated global productions.

"London's West End is synonymous with theatre and we are ecstatic to be able to offer a service that makes theater more accessible than ever," Brian Fenty, chairman of TodayTix, said in a statement.

"Approximately 20 percent of theatre tickets go unsold on Broadway and nearly 30 percent go unsold in London each year," Fenty added.

On TodayTix, tickets can be purchased in 30 seconds or less, one week to one hour before show time.

Tickets are sold at the best price available, with one of the lowest booking fees in the industry, offering a fully transparent experience.

TodayTix will now operate in the world's two most iconic theatre markets - New York City and London - with plans to move into additional US cities by the end of 2015.

While, nearly one-third of tickets go unsold in London each year, about $8.4 billion is spent annually across British theatre by tourists - more than double what's spent on live sport.

It is that gap that inspired TodayTix to create a meaningful bridge by offering users the unique ability to browse a wide range of West End shows.

TodayTix is available for free download for iOS and Android devices via Apple Store and Google Play.