The world's first live advert in a theatre!

The world’s first live advert in a theatre!

On 6 April 2006, the world’s first live advert in a theatre took place before the evening performance of Steptoe And Son In Murder At Oil Drum Lane at the Comedy Theatre.

Following the London premiere, the The three-minute ‘live ad’ advert moves on to theatres in Dublin, Madrid, New York and Philadelphia, playing before shows including Stomp, Mamma Mia! and Saturday Night Fever.

Behind the ‘live ad’ is Visit London, who has created it to advertise the capital’s most appealing elements. Each advert will feature a local celebrity or actor making a cameo appearance. The 'live ad' in London featured Robert Lindsay.

Mayor of London, Ken Livingstone, said: “London’s theatre industry is a wonderful example of the capital’s creativity and diversity and the theatrical experience is a key part of London’s cultural landscape. The industry’s enthusiasm combined with the co-operation of other theatres in Europe and the US means that London is able to stage a significant ‘first’. This is an innovative way to encourage visitors to our city and I wish the tour the very best.”

Richard Pulford, Chief Executive of the Society of London Theatre, commented: “This is an imaginative and welcome initiative – a living, creative advertisement for a living, creative city.”

Looking for the best seats...