Venue Cymru has announced a unique initiative for Black Friday.

Instead of slashing prices, the theatre will 'pay it forward' to spread Christmas magic.

From November 27 to December 2, every ticket purchased for this year's pantomime, Jack and the Beanstalk, will result in another ticket being donated to Conwy Family Centres.

The initiative, capped at 150 tickets, aims to ensure that families who may not been able to attend can still experience the joy of live theatre this Christmas season.

Conwy Family Centres provide essential resources, guidance, and activities to families facing various challenges.

Amanda Guy section head of venues management, said: "This Christmas, we want to ensure that we could bring the magic of panto to those who wouldn’t otherwise have the opportunity.

"By working together with our audiences and Conwy Family Centres, we can spread the joy of this magical production even further."

TV presenter Ben Cajee launched the initiative with a special video shared across social media platforms.

In the video, Ben highlights the importance of spreading joy and making a difference this festive season, encouraging the community to get involved in the "Pay It Forward" campaign.

His enthusiasm and support for the cause have already generated a wave of excitement, as he invites families to join in and help make this Christmas a magical experience for those in need.

Alongside Ben Cajee, actress Jennifer Ellison and comedian John Evans will also feature in the pantomime, which will run from December 7 to December 29.

Jack and the Beanstalk promises an unforgettable adventure full of laughter, music, and festive sparkle.

Venue Cymru describe it as 'an experience that encapsulates the magic of Christmas.'

This campaign gives people the chance to make a difference while enjoying one of the year’s most anticipated productions.

Venue Cymru invites everyone to join in creating Christmas magic for all.