Fever Breaks Theatre Adverts Taboo???

If adverts in theatre programmes worry you in the least, don’t go anywhere near the Apollo Victoria on 1 March 2005. During breaks in that evening’s performance of disco musical Saturday Night Fever, cast will act out scripted “commercials” advertising McDonald’s, Kellogg’s, Heinz and other brands. The experiment is being organised by London advertising agency Leo Burnett. If successful, it could mean more live theatre adverts in future. Would audiences put up with that? Perhaps if it meant a reduction in ticket prices? If you have views on the subject, please post them on the Whatsonstage.com Discussion Forum.

UPDATED, 16 Feb 2005: Since posting this snippet, a show spokesperson has been in touch to clarify that the 1 March event is in aid of Comic Relief and that “producers do not support this as a way forward for advertising within the theatre”. Nevertheless, the concept of in-theatre advertising has already sparked debate on the Discussion Forum.

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