Inspiring a new audience
We’re proud to support the arts and inspire a new audience through our partnership with The Old Vic.
PwC £10 Previews
The Old Vic is one of the best known and best loved theatres in the world, synonymous with the greatest acting talent that Britain has ever produced.
Our PwC £10 Previews scheme helps to make theatre accessible to all by providing 500 £10 tickets for each of the first five performances of every Old Vic production. It’s designed to support Artistic Director Matthew Warchus' philosophy that there should be no barriers, financial or otherwise, for people who would otherwise find theatre engaging and exciting.
During the COVID-19 pandemic when The Old Vic's doors were closed, we continued to reach and inspire new audiences through creation of PwC £10 Playbacks.
Since our scheme began we’ve given more than 100,000 people the opportunity to enjoy first-class theatre at an affordable price, with nearly 40% sold to those who have never visited The Old Vic before.
Making a difference
Opening doors through digital innovation
Following its extensive construction project to transform the physical accessibility of The Old Vic, we are proud to have worked with the theatre to create a digital gateway to the new building.
Our Experience Centre, in collaboration with The Old Vic, created the What’s Inside 360 virtual reality film series. It allows online audiences to explore the new spaces, offers insight into the stories of Old Vic visitors and provides practical visitor information.
The combination of these elements enable people to see ‘what’s inside’ the building and encourages their visit, potentially for the first time, by helping to break down some of the perceived barriers that often prevent people from going to the theatre.
It’s been fantastic to build on the success of our partnership with PwC by additionally collaborating and drawing on their digital expertise and creative innovation to create a transformational film that revolutionises the way in which audiences can interact with The Old Vic prior to visiting.
About our partnership
We have been supporting The Old Vic since 2012 when we became title sponsors of the PwC Under 25s Club, designed to make theatre accessible to the next generation and inspire a new audience. The scheme was a huge success with over 60,000 tickets being sold and so, in 2015, it was broadened and became PwC £10 Previews - making theatre accessible to all and inspiring to an even wider audience.
Our relationship with The Old Vic began because we believe that the arts enrich not only our lives but also the business community. And we have a lot in common. Like us, The Old Vic plays a pivotal role in starting careers - nurturing young actors, writers and directors – and works closely with schools, neighbours and local communities.
Working together with The Old Vic we want to make sure that our PwC £10 Previews scheme does great work - bringing theatre to all, opening up a whole new world to people and inspiring a new audience.
PwC £10 Previews was awarded bronze for Best Arts and Culture Programme at the Corporate Engagement Awards 2017 which recognise collaborations that have excelled and push boundaries.
Behind the scenes at The Old Vic
Sparking debate
