Alchemist concludes 2nd edition of Delhi Theatre Festival, presented by American Express
Launched in April 2017, a brainchild of Alchemist Live, American Express Presents Delhi Theatre Festival which started off as a passion project has exponentially grown in magnitude and scale in a span of just one year, setting new industry benchmarks.
The festival which was conducted from the 9th to the 11th of March 2018 at Siri Fort Auditorium in New Delhi and Orana Conventions in Gurugram was a runaway hit with theatre lovers in the National Capital.
With a long-term vision is to induce and hone the theatre culture in the city, the festival delivered a line-up of some fine plays from across India involving artists such as Naseeruddin Shah, Ratna Pathak Shah, Pankaj Kapur, Paresh Rawal, Rakesh Bedi, Ananth Mahadevan, Rohit Roy and Mona Singh.
While the maiden showcase witnessed a turnout of close to 2,000 attendees, the festival this year recorded a noticeable increase in its’ footfalls by almost 30%, with a full house with close to 15,000 attendees. Within a year, the premium intellectual property has embraced a dual-venue format with 8 productions over 3 days, navigating away from the single venue-two days-3 productions format launched in the debut year.
Pegged as an event to watch out for in the annual cultural calendars, the festival has seen brand patronage from corporates like American Express, Vistara Airlines, Hindustan Times, Fever 104 FM and Select City Saket.
Sustaining a higher growth trajectory, the festival will showcase close to 15 productions across 3 venues next year for the main festival while it will continue with its endeavor of delivering a year-long season of theatre round the clock through its brand extension, “Spotlight”.
Manish Porwal, Managing Director of Alchemist states, “We received a phenomenal response for the first and the second season and we want to build on that experience and deliver a more diverse third season. Theatre has always been considered a niche segment but we have been successful by taking this premium art to the masses through his venture. Our vision for Delhi Theatre Festival is to create a global platform for theatre enthusiasts. In 2019 we plan to integrate international talent into the overall programming and also provide a platform where young theatre talent can be identified and nurtured.”
Prabhu Tony, COO, Alchemist Live states, "Delhi enjoys a culture of theatre owing to the presence of National School of Drama (NSD) in the city. However Gurugram and Noida posed as a huge opportunity for us this year since the region lacks a platform while there is an apparent enthusiastic theatre audience. We are the very first company to have showcased this appetite in the region and aspire to continue to do the same in the future.”
Naseeruddin Shah states, “Performing in Delhi has always been special for me and this is my second performance at Delhi Theatre Festival. The festival has grown and has become better than before. I express my gratitude to Alchemist for putting up this amazing festival.”
Paresh Rawal states, "Delhi Theatre Festival is a very good step for theatre, theatre artists and audience and should be extended to all over India. I welcome this step."
Delhi Theatre Festival is an exclusive venture by Alchemist Live, a sister company of Alchemist Marketing Solutions, known for developing successful IPs in the country. Among various productions executed in India and abroad, the company is also responsible for producing the India leg of global sitarist Anoushka Shankar’s world tour.
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