National Theatre Live The Best Seat in the House
To give everyone the chance to access all that the theatre has to offer, up close and personal, National Theatre Live unveiled an emotive and celebratory brand film which promotes the feeling of watching world- class theatre on the big screen, through the National Theatre Live.
Starring National Theatre alumnus Benedict Cumberbatch, the 85 second spot, 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 voice over- 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’.
The film- supported by organic and paid social, VOD cutdowns, and print- is National Theatre Live's first brand release in recent years. Aimed at attracting new audiences to National Theatre Live screens ahead of its 2025 production lineup, the campaign also features OOH displays showcasing beautiful chair imagery.
The work was made in partnership with ManvsMachine, Factory Studios and Avenue Editors to create the visuals of the chair, with the ambition to create a campaign that delves into the feelings experienced when watching a National Theatre Live screening- exploring every emotion 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.
