Auto Play

London’s West End is famous the world over for its diverse and vibrant theatre scene, with playhouses and productions coming in all different shapes and sizes.

In August however, for client MORE TH>N we launched its most unique theatre space to date – one in a car, where the cast sit in the front seats and the audience in the back.

Parked up on the iconic Drury Lane, the Auto Play theatre housed an audience of up to just six people per showing. As part of the project, we worked with Olivier Award-winning playwright Bola Agbaje to develop a 20-minute play – centring on the relationship between a father and daughter – that was given an initial four-day run, with three performances taking place each day.

On arrival, car theatregoers were directed to their seats in the rear of the car (‘stalls’ for those in the middle row, ‘dress circle’ for those furthest back), all of which were reupholstered in red to mirror traditional theatre seating. Once seated, the cast appeared on ‘stage’ (the front seats) before the performance commenced.

The activity was commissioned to celebrate the prominent role the car plays in facilitating positive family interactions. The story was backed by consumer research on the subject which found that 45% view the car as the most important place when it comes to getting the family talking, while 51% believe that candid car conversations are particularly beneficial to their family’s mental health and wellbeing.

The story proved a runaway success with media, landing over 40 pieces of coverage to date and counting. Notable highlights include the likes of Evening Standard (page three print and online), Mirror Online, Time Out, PR Examples, The Stage, Shots, Campaign and London On The Inside to name but a few.

Moreover, the launch of the petite playhouse proved just as big a hit with the general public as it did with media, with requests for the extremely limited number of tickets to view one of the sought-after showings, arriving in their hundreds…

All in all, a good job – wheel done.