The Applause Store is setting up a base in Los Angeles to run the audience ticketing operation for the US version of The X Factor.
The Elstree-based audience services firm, which provides spectators in the UK and Australia for the likes of The X Factor and Top Gear, was asked by Simon Cowell to be involved in the US launch of the talent show.
“We’ve done the auditions and are now preparing for the live shows in Hollywood later this year,” managing director Mathew Firsht told Broadcast.
The company will open an office in LA at the end of September, with the US and Australia operations supported by staff in Elstree.
Firsht, who reports directly to Cowell, said the Syco founder takes “an extensive interest in making sure the audience profile is right”.
“The size of audiences we are providing were unheard of 10 yearsago. Nobody used to do audiences of more than 1,000 - we had 11,000 for X Factor bootcamp,” he added.
The deal to provide audiences for The X Factor USA will be used as a launch pad for the firm’s US ambitions. The company is in talks with Virgin Atlantic to allow holidaymakers to book tickets to The X Factor when they visit the UK or US.
It also plans to open shops in Birmingham’s Bullring shopping centre and at Cabot Circus in Cardiff, with a store already opened in Manchester’s Trafford Centre.
“The shops give broadcasters and producers a high-street presence and shelf space for their merchandise,” Firsht said.