Hampstead Theatre’s I and You, starring Maisie Williams, will be streamed for free on Instagram next week.
I and You, by Lauren Gunderson, closes at the north London theatre on November 24. However, a performance has been filmed and edited specifically to be viewed on mobile.
It is the seventh Hampstead Theatre production to be presented for free online, but the first on Instagram.
It will be made available, for free, for 72 hours from 6pm on November 30. Anyone with an Instagram account will be able to watch the production via IGTV, the platform’s new, longer-form video feature.
It will be streamed through the IGTV channel linked to Hampstead Theatre’s account, as well as those belonging to Gunderson, Williams and her co-star Zach Wyatt.
Hampstead Theatre’s artistic director Edward Hall said the production had attracted the highest number of under-30s of any show in the theatre’s history, and he hoped streaming it on Instagram would encourage additional young audiences.
“Numerous barriers prevent access to live theatre: cost, location and I’m very aware that some find theatre venues an intimidating and exclusive environment.
“We want people from all over the world to enjoy this production for free, at a time and place that suits them most, and maybe we can help inspire future generations that might one day visit their local theatre in person.”
Instagram launched IGTV in June, to enable users to stream longer videos than the social media platform’s main feed, which restricts videos to one minute. All videos are designed to be viewed in portrait orientation.
I and You will be shown in two parts.