Celebrity castings can help theatres in hard times, says new head of Bristol Old Vic

Incoming Bristol Old Vic executive director Rebecca Dawson believes celebrity casting can benefit theaters facing financial challenges and competition from streaming services. Dawson, who begins her role in January, acknowledges the debate surrounding casting film and TV stars, but argues it can attract audiences and diversify revenue streams, especially for productions like pantomimes. She emphasizes the importance of ensuring the celebrity is the right fit for the role and that a proper casting process is followed. Dawson views theater as competing for people's time and money and suggests celebrity casting can serve as an entry point for new audiences to experience theater. The Bristol Old Vic, like other theaters, has recently cast celebrities such as Mel Giedroyc and Jayde Adams in their productions.

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