The Royal Dramatic Theatre´s main challenge is to reach, and attract a more diverse audience. Currently, although large, it is a relatively old audience, and they want to target a new, younger group. Audience analysis led to a concept which was based on promoting the plays in a movie trailer format, shown in The Royal Dramatic Theatre´s own channels, YouTube and Facebook. To combine a theatrical expression with a cinematic touch proved to be an effective and popular way to communicate to a new audience. We have so far produced 18 trailers – below is a selection.

Distribution: Owned and earned media.