Launched at Cannes Lions by Tony award-winning actress Dame Helen Mirren and British-Tanzanian actor Lucian Msamati, this new partnership will pair the National Theatre’s world-class programming with The Wall Street Journal’s quality journalism and global reach, say the two organisations.
The partnership will develop three areas of collaboration:
• To help brands tell their stories in ever more compelling ways, WSJ. Custom Studios, The Wall Street Journal’s content agency, will work with the National Theatre to develop content across print and digital platforms, including virtual reality and 360-degree video.
• Taking its critically acclaimed productions to new audiences internationally, in 2017 the National Theatre will tour the U.S., Canada and Holland. Members of the Journal will be invited to attend National Theatre performances, live screenings and broadcasts.
• The Journal and National Theatre will also collaborate on a C-Suite thought leadership programme, which will include exclusive workshops and networking opportunities.
William Lewis, Chief Executive of Dow Jones and Publisher of The Wall Street Journal, said: “Our members are crucial to us, and beyond providing exceptional reporting and analysis, we want to create exceptional, fulfilling and rewarding opportunities to enjoy the finest cultural experiences in the world. Our advertising customers will also have a valuable way of engaging with members of The Wall Street Journal and the National Theatre.”
National Theatre Chair, Sir Damon Buffini, said: “The National Theatre is a truly international brand renowned globally for excellence in theatre making. By joining forces with The Wall Street Journal, another world-class innovator, this partnership offers a truly unique approach to the development of creative content for brands across the globe.”
Rufus Norris, artistic director at the National Theatre, said: “I am delighted to support this innovative new partnership which brings together two of the world's most renowned storytelling brands. By collaborating with The Wall Street Journal, we will be able to combine our expertise to create content and stories to inspire and challenge."
