Ambassador Theatre Group has announced plans to use advertising slots usually reserved for its shows to mount a campaign encouraging audiences back to the theatre once venues reopen.
The company, which runs theatres across the country and is a major commercial producer, said it would use pre-purchased advertising space on the London Underground to display posters promoting British theatre.
They will be on display on the Tube from April 6.
The adverts read ‘The shows will go on’, and call on the public to “support British theatre as soon as we’re back”.
Adam Speers, ATG’s executive producer, said: “As with many arts organisations we pre-purchase outdoor space to advertise our portfolio of shows. We wanted to use this collateral we already have in place to do something positive for the industry as a whole, and encourage audiences to support theatres when they are up and running again.”
The adverts will also run in the Financial Times and Daily Mail newspapers this weekend, and in the Sunday Telegraph next weekend.
Theatres are preparing for weeks, if not months, of closure as the UK fights to combat the spread of coronavirus, with many smaller organisations warning of the financial repercussions of prolonged inactivity.