National Theatre Live Introduces ‘The Best Seat in the House' with Benedict Cumberbatch

Created by Wonderhood Studios, National Theatre Live has unveiled its emotive and celebratory brand film which promotes the feeling of watching world- class theatre on the big screen, through the National Theatre Live.  

National Theatre Live is the National Theatre’s pioneering initiative that films live performances of plays and screens them in cinemas and other venues around the world. It aims to bring high-quality theatre to audiences who may not have the opportunity to attend performances in person. Recent productions include Prima Facie starring Jodie Comer, Andrew Scott’s Vanya. The next release will be The Importance of Being Earnest with Ncuti Gatwa. 

National Theatre Live launched in 2009 and in 2024 released its 100th title, Nye starring Michael Sheen. With National Theatre Live, audiences worldwide can experience the magic of theatre, from ‘the best seat in the house’, giving everyone the chance to access all that the theatre has to offer, up close and personal. Their new promotional film is set to reinforce this mission to make world-class theatre accessible to more people in more locations than ever before.

Starring National Theatre alumnus Benedict Cumberbatch, the 85 second spot, opens on a dimly lit stage, before a spotlight illuminates a stand-alone wooden chair. A silhouetted Cumberbatch walks into frame, ducking into the light and speaks to the audience, requesting them to ‘please, take your seats’. Suddenly, a montage of situational chairs flicker across the screen; the same wooden chair is shown to mirror the emotions in the voice over- ropes held in suspense, tears raining down, joy floating in a flurry of balloons, all before arriving back to Cumberbatch on an empty stage, who speaks to camera saying ‘one performance, an audience of millions, all from the best seat in the house’.  

Wonderhood Studios partnered with ManvsMachine, Factory Studios and Avenue Editors to create the visuals of the chair. Their ambition to create a campaign that delves into the feelings experienced when watching a National Theatre Live screening- exploring every emotion (anticipation, suspense, wonder, sorrow, joy, love, fury) up close and personal, reflecting how National Theatre Live is able to capture the best angles for every moment of the show. The chair acts as a metaphor for the audience that ultimately reflects the deep, visceral responses that only live performances can inspire. 

The film- supported by organic and paid social, VOD cutdowns, and print- is National Theatre Live's first brand release in recent years. Aimed at attracting new audiences to National Theatre Live screens ahead of its 2025 production lineup, the campaign will also feature OOH displays showcasing beautiful chair imagery captured by Alex de Mora.

Jack Croft and Stacey Bird, executive creative directors at Wonderhood Studios said, “We loved bringing this idea to life with top talent both on and off screen and hope that this film will be a long-lasting celebration of everything that makes National Theatre Live so wonderfully compelling to watch.”  

Alex Bayley, chief marketing officer at the National Theatre said, “We’ve loved collaborating with Wonderhood Studios to bring the idea of ‘the best seat in the house’ to life in such a visually exciting way, capturing the immersive and emotional experience of watching National Theatre Live. We can’t wait to share this with audiences worldwide to showcase how, through the big screen, theatre can move, inspire, and connect us all.” 

Mike Sharpe, executive creative director at ManvsMachine said, “A cinematic film for the National Theatre, centred around a single chair and as series of visual metaphors, all shot practically, with one of the world’s leading actors of both stage and screen - what a dream project this was!  

We can’t thank Wonderhood Studios enough for getting us involved and the National Theatre for their support and guidance throughout the whole process. A big thank you to all the crew, and of course Benedict himself, for giving their time and expertise in bringing this film to life.” 

The work is set to launch in cinemas Thursday 20th February, ahead of the National Theatre Live screening of The Importance of being Ernest starring Doctor Who & Sex Education actor Ncuti Gatwa.