U.K.’s National Theatre Live has unveiled its emotive and celebratory brand film which promotes the feeling of watching world-class theatre on the big screen. National Theatre Live is the National Theatre’s pioneering initiative that films live performances of plays and screens them in cinemas and other venues around the world. It aims to bring high-quality theatre to audiences who may not have the opportunity to attend performances in person. Recent productions include “Prima Facie” starring Jodie Comer, and Andrew Scott’s “Vanya.” The next release will be “The Importance of Being Earnest” with Ncuti Gatwa.
National Theatre Live launched in 2009 and in 2024 released its 100th title, “Nye” starring Michael Sheen. With National Theatre Live, audiences worldwide can experience the magic of theatre, from “the best seat in the house,” giving everyone the chance to access all that the theatre has to offer, up close and personal. This new promotional film starring National Theatre alumnus Benedict Cumberbatch is set to reinforce this mission to make world-class theatre accessible to more people in more locations than ever before.
The 85-second cinema spot from agency Wonderhood Studios and directed by Mike Sharpe of ManvsMachine opens on a dimly lit stage before a spotlight illuminates a stand-alone wooden chair. A silhouetted Cumberbatch walks into frame, ducking into the light and speaks to the audience, requesting them to “please, take your seats.” Suddenly, a montage of situational chairs flicker across the screen; the same wooden chair is shown to mirror the emotions in the voiceover–ropes held in suspense, tears raining down, joy floating in a flurry of balloons, all before arriving back to Cumberbatch on an empty stage, who speaks to camera saying “one performance, an audience of millions, all from the best seat in the house.”
Wonderhood Studios partnered with production company Friend, ManvsMachine, Factory Studios and Avenue Editors to create the visuals of the chair. Their ambition to create a campaign that delves into the feelings experienced when watching a National Theatre Live screening- exploring every emotion (anticipation, suspense, wonder, sorrow, joy, love, fury) up close and personal, reflecting how National Theatre Live is able to capture the best angles for every moment of the show. The chair acts as a metaphor for the audience that ultimately reflects the deep, visceral responses that only live performances can inspire.
