Oliver stars Jodie Prenger and Rowan Atkinson. Image: Nils Jorgensen / Rex featuresThe record-breaking Oliver!, which will officially open tomorrow night, has been credited with boosting supplier sales.

The West End musical, which received significant publicity when Jodie Prenger won the part of Nancy in the BBC talent show ‘I’d Do Anything’, set a new record for advanced ticket sales with a turnover of £15 million.

Superbreak sales director Ian Mounser said the stage musical’s success means the operator is close to breaking the £2 million mark in Oliver! package sales making it the most financially successful show that Superbreak offers.

He said this had helped curb a decline in London short break sales, from being 10% down in the last quarter of 2008 to 5% down since in the peaks market began.

He added: “It’s a great new show.”

Attraction World head of product and marketing Gail Dunwoodie said although Oliver! is only its second-biggest seller behind The Sound of Music which closes in March, its sales have helped drive a 19% increase in sales of all West End shows since the start of the year.

She added: “Perhaps people are seeing London breaks as an alternative to a weekend abroad.”

Image: Nils Jorgensen / Rex features