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Peephole Preview

Melbourne Theatre Company

Issue 37 | December 2015

Background

The Melbourne Theatre Company wanted to promote their latest production, 'Birdland' – a play about a rock star and his excessive, often nihilistic existence in hotel rooms. With an audience base of mostly older patrons, the MTC needed to connect with a new, younger audience. However, there was no budget for traditional media. So, instead, intriguing invitations were sent directly to a select group of influencers, inviting them to experience a preview like no other – the Peephole Preview.

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