Case Study: The Old Vic reinvents the theatre experience and reaches 94,000 households with Zoom Video Communications

How ‘The Old Vic’ Found Success and Reinvented the Theatre Experience During COVID-19

The Old Vic, London’s renowned independent not-for-profit theatre, faced an abrupt shutdown in March 2020 that wiped out around 90% of its income and halted major productions. Forced to close its doors for the first time since WWII, the company needed a way to keep performances alive, reach audiences, and maintain revenue while observing social-distancing rules.

They launched IN CAMERA, a series of live Zoom performances that repurposed stage crews as camera operators and leveraged Zoom’s technology and box-office integration to deliver accessible, time‑limited broadcasts. The approach raised funds, reached just under 94,000 households (about 40% new audiences) across 88 countries, provided free showings to over 2,400 care homes, and proved the model’s value for ongoing accessibility and international reach.

The Old Vic

Sam Sargant

General Manager