Aviva Backs National Theatre Live
Saturday, October 9th, 2010Finance sector company Aviva is to sponsor the National Theatre Live.
Aviva is a major player in the finance sector and sponsors events both in the field of arts and sports. To further their profile in these areas, Aviva has created a new partnership with the National Theatre. Aviva are now sponsors of the National Theatre Live, taking place in cinemas both in the UK and worldwide.
This is the second season of the National Theatre Live, and was proved incredibly popular in its first. 180,000 people saw films screened on 320 screens in 22 different countries; all broadcast live from theatres and screened in participating cinemas and arts venues.
The National Theatre’s idea to bring theatre to a wider audience is an extremely popular one, and Aviva were keen to sponsor the event in an effort to make sure the second season is just as popular, if not more so, than the last.
"We’re delighted to be supporting National Theatre Live, bringing the best of British theatre productions to international audiences in the comfort and convenience of their local cinemas. As the world’s sixth largest insurance group, Aviva is well-placed to share the National Theatre’s ambition to grow this innovative programme in scale and stature. We look forward to seeing audiences increase over the coming season and enjoying the ‘National Theatre experience’ on the big screen,” says Sally Shire, global brand development director at Aviva plc.
Particular plays are nominated, so that the arrangements can be made to have the cameras at a set time. The broadcasts film the chosen play at the theatre in high definition. It is then broadcast via satellite to the cinemas: in Europe this is live, as well as in a number of US cities, but in other countries it is time-delayed to allow for maximum audience attendance.
The venues can be found in the UK, USA and all across Europe, as well as more far-flung places such as South Africa and Australia.
“We are hugely grateful to Aviva for their support. We could not have initiated the experimental pilot season of National Theatre Live without Arts Council investment; its success has now enabled us to attract a generous corporate sponsor. I very much look forward to a long and exciting international collaboration,” said Nicholas Hytner, director of the National Theatre.
With the sponsorship of the financial sector company, this arts-based idea can continue and encourage other, similar projects worldwide; evidence that different sectors can easily come together in partnership to help one another.
Guest Article by Neil Camp






My name is Alan Potts and I'm the Editor of the BUYability web site and Managing Director of BUYability Limited. You can connect with me or keep up to date with new posts on this blog via the following social media sites: 








