Concerned that most theatre tickets (60%) are bought by women, the Royal Shakespeare Company is about to launch a major campaign to attract a new audience - the laddish, under 30 readers of male magazines like Loaded. Research shows that they are the least represented group in theatre, and particularly Shakespearean, audiences and yet they often have the most spare money to spend. The new RSC campaign will emphasise the bloodier, and more sporting, aspects of the Bard's greatest plays. One poster shows Hamlet punting Yorick's skull as if it were a football beneath the slogan “On your head”. The posters will soon be seen throughout the London Underground network and will be accompanied by a special advertising campaign in the sports pages of national newspapers. Hamlet runs from 28 November.
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