“In a blatant endeavor to break away from the stereotypical theatre crowd and capture an alternative audience, the National has created its very own YouTube channel to showcase trailers and vox pops. To my mind, the concept of e-trailers for plays is genius. How brilliant not to be entirely reliant on reviews, which are essentially comprised of one person’s opinion (one very informed person, granted) or a programme. The decision to invest in a theatre ticket is often a difficult one and I feel sure that a short trailer for the production would definitely help a lot of people.”