Under Hytner's directorship, the National has innovated with Sunday openings, live cinema broadcasts of NT plays around the world, National Theatre Live, and with its reduced price ticket seasons. These seasons, sponsored by Travelex, have offered large numbers of reduced price seats (for £10 when the scheme was introduced in 2003, with prices rising to £12 from 2011). The reduced price seasons were credited with achieving high usage for the Olivier auditorium – between 90% and 100% full during the summer months compared to a historic average of 65%, with no loss in overall income, and with encouraging a younger and more diverse audience. In 2003 it was reported that one third of the audience for the multiracial production of Henry V in modern dress (directed by Hytner) had never been to the theatre before, and that a large section of the audience for the drama Elmina's Kitchen were black east Londoners new to the National.