As part of O2 support of the Lord of the Rings West End show at the Theatre Royal Drury Lane O2 customers were able to buy discounted tickets to the show via the O2 Active portal. In conjunction with See Tickets, O2 and Dewynters a full mobile ticketing service was offered to all O2 customers that also included a full seat allocation and call back process for every show. The ticket holder would redeem their ticket at the theatre at a unique redemption kiosk supplied by Trinity that printed out a ticket stub to be used by staff for seating purposes in the auditorium.