- Date: 23 May 2012
- Region: West Midlands
The Admirable Crichton. Credit: Andrew Billington
Staffordshire's New Vic is bucking the national trend by breaking box office records in its 50th anniversary year.
Despite being based in one of the most economically deprived areas of the country, the award-winning theatre has just enjoyed a record box office year against a nationwide backdrop of declining audiences.
New Vic Artistic Director Theresa Heskins puts the success down to the theatre's close relationship with the communities of North Staffordshire and doing work which is relevant to community life.
She said: "Our in-the-round auditorium is a shared space, with no invisible fourth wall separating actors and audience.
"We're very proud of the success that our approach has reaped over the past few years, especially in terms of audience growth at a time when audiences nationally have slumped."
She added: "We couldn't be in a better position to face the challenge of maintaining audience commitment during the tough times ahead."
For more information about the New Vic visit their website