Facebook: A New Stage for an Old Theatre
Facebook: A New Stage for an Old Theatre
Challenge
Still in the aftermath of the pandemic, with the cultural sector recovering from successive restrictions, Facebook was about to launch a new tool in Portugal that allowed for paid tickets to watch live video broadcasts. At the same time, the D. Maria II National Theatre was celebrating its 175th anniversary.
Strategy
Corpcom decided to bring the old and the new together and challenged the D. Maria II National Theatre and Facebook to host the first paid digital broadcast by a cultural entity in Portugal. The chosen play was "A Matança Ritual de Gorge Mastromas," starring Bruno Nogueira and directed by Tiago Guedes. At 175 years old, D. Maria II pointed the way to the future of theatre, and Facebook demonstrated that it could be a strong ally in the recovery of the cultural sector.
Results
On May 29, 2021, the D. Maria II National Theatre took that step with the broadcast of the first paid play on Facebook in Portugal. The play was watched by over 3,000 people, an audience never before reached for a similar theatre performance.
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