West End audiences hit record high thanks to Twitter Attendances for 2013 were 14,587,276, up four per cent on the previous year, with musicals performing strongly. The popularity of both shows was driven in part by social media. The producers of The Book of Mormon, already a Broadway hit, ran a campaign urging theatregoers to share their positive reviews of the show on Twitter using the hashtag #LoveMormon. A tandem campaign on Facebook has over 57,000 "likes." Lukewarm reviews from established critics had little impact on ticket sales. Joel Windels, marketing manager for social media analysts Brandwatch, said: "For cinema and theatre, harnessing the power of the contagious "word of mouth" effect is becoming vital for success, meaning those that manage to generate genuine, authentic discussion about their shows online are best positioned to perform well at the box office." Theatregoers are also increasingly willing to pay higher prices for a night at the theatre, according to figures published by the Society of London Theatre (SOLT). Gross box office returns were up 11 per cent to £585,506,455 in 2012. The average ticket price paid in 2013 was £40.14, compared to £37.86 in 2012. Average theatre capacity was up from 69.2 per cent to 72.7 per cent. The most popular plays of 2013 included The Audience, in which Dame Helen Mirren reprised her role as The Queen, and the National Theatre production of Othello starring Adrian Lester and Rory Kinnear.