In an age where digital entertainment and media sources dominate people’s time, Singapore Repertory Theatre (SRT) relieves audiences from the screen to remind them of the unique magic of theatre, through LIVE experiential trailers enacted by the production cast.
SRT is known as one of the most diverse and progressive theatre companies in Asia, with its goal to enrich, educate and entertain audiences by staging productions of the highest caliber, while ensuring every young Singaporean is exposed to arts and literature in order to foster a love of culture.
To promote the recent Charlotte’s Web production, SRT partnered with TBWA\Singapore to create an immersive and interactive trailer experience that no billion-dollar 3D movie can replicate.
Disrupting the routine pre-roll cinema ads, the team hijacked the screening room to execute a live-action re-enactment from Charlotte’s Web to give young audiences their first taste of theatre.
SRT is the only theatre company in Singapore with its very own venue, where it stages international productions, a season of exciting original plays and musicals, and a season dedicated to the younger audience. SRT believes strong programming for young audiences is what will develop the arts scene long-term, and reaches close to 70,000 children a year with young talent programmes and play-productions with collaborations from the best international talent on and off stage.
“The youth are exposed to more forms of entertainment than ever before,” said Gary Steele, executive creative director at TBWA\Singapore. “Theatre contends in a plethora of more accessible and cheaper entertainment options like gaming or Netflix. But amid the rising screen culture, we were able to remind people of the irreplaceable magic of live-theatre. Dynamic performances, unpredictability and playhouse atmosphere that cannot be replicated onscreen.”
Singapore has seen the rise of a vibrant art scene, with flagship events such as Art Stage, and the recent opening of the National Gallery. However, many still perceive performing arts as highbrow, unfamiliar and difficult to appreciate.
As a non-profit organisation, SRT aims to groom a new generation’s appreciation of literature and performing arts, whilst creating direct employment for up to 300 people a year. It is a key partner of the National Arts Council, helping progress the industry through local talent development (key to creating the best original productions for future revenue streams) and increasing audience growth by partnering with creative agencies such as TBWA.
“With this project, we reached out to a wider audience who might never have considered theatre as an option,” said Charlotte Nors, executive director at SRT. “We compete in a rich world of entertainment, with a growing number of 3D movies as Hollywood strives for more immersive cinema. But nothing gets you closer to the action than theatre – real actors, real props, real fantasized experiences shared with the audience as a whole. We even experimented with the first scented musical in 2013, Red Riding Hood, to stimulate more senses than ever before. We truly believe theatre has the ability to bring people to together, more so than any cinematic experience.”