National Theatre launches ‘Casting’ campaign to attract new audiences

The National Theatre (Národní divadlo) has launched a new image campaign titled ‘Casting’ to reach potential new audiences. Instead of searching for singing talent, the campaign uses a parody of talent shows to search for the ‘ideal spectator.’

Directed by Daniel Růžička, the campaign features opera singers Štefan Margita, Kateřina Kněžíková, and Adam Plachetka acting as a jury. The central message is that no single ideal spectator exists and that anyone can visit the theatre regardless of age or experience.

The initiative follows marketing research indicating that approximately 45 percent of the Czech population has never visited the National Theatre, with 19 percent of Prague residents also having not attended. The campaign aims to lower barriers to entry and present the institution as an open cultural space through humor and irony. The advertisements will be broadcast on Czech Television, YouTube, and other online platforms, as well as in selected Prague cinemas.