Royal Ballet Tries A Music Video To Hook New Audiences

“I’m not interested in doing the branded, tick-all-the-right-boxes films for the existing audience (who’ve probably already bought their tickets). Those people will only fill 10 to 20 percent of the capacity, if that! We have to find, target and engage a new, inexperienced crowd, who will form very different opinions to what we’re used to. That gets me excited.”