EXCLUSIVE: Amsterdam-based Piece of Magic Entertainment (POM) has struck a multi-year partnership with the UK’s National Theatre, becoming the exclusive cinema distributor for NT Live’s stage productions across much of Europe.
POM will distribute live versions of the National Theatre’s productions in cinemas in Europe, except for Sweden, Czech Republic, Slovakia, Spain, Turkey, Greece and the UK & Ireland where NT Live will continue to self-manage release plans.
Under the new deal, POM will distribute NT Live’s new productions and a selection of titles from previous seasons across its territories. POM will act as the direct distributor across each European country.
NT Live’s theatre slate for 2026 includes All My Sons, its adaptation of Arthur Miller’s classic, starring Bryan Cranston and Marianne Jean-Baptiste; The Playboy Of The Western World starring Bridgerton’s Nicola Coughlan; and a revival of Les Liaisons Dangereuses starring Lesley Manville and Aidan Turner.
POM will also distribute the hit NT Live production The Audience, starring Helen Mirren as Queen Elizabeth II, which returns to cinemas for the first time in over a decade.
NT Live has generated 15 million admissions in the UK market since 2009, establishing itself as a key player in the growing event cinema landscape, and the POM deal is part of a strategy to build its international footprint. NT Live productions have been distributed in Europe before, although on a territory-by-territory basis. Outside the UK, NT Live broadcasts have been seen by more than 13 million people.
Launched in 2017, Amsterdam-based distributor POM has built a track record for releasing live event productions in cinemas.
Among its releases are last year’s Taylor Swift: The Official Release Party Of A Showgirl, which played in 3,590 cinemas across 55 territories. Other live event credits include the League of Legends World Championship and cinema concerts for classical musician André Rieu.
Caspar Nadaud, CEO & founder of Piece of Magic Entertainment, said: “At a time when event cinema is gaining significant momentum, we see real potential to grow NT Live’s cinema audiences further internationally. Through this long-term partnership, we look forward to making exceptional theatre accessible to even wider audiences and are grateful to NT Live for the trust they have placed in us.”
Leo Jordan, head of marketing and distribution for NT Live, said: “This collaboration marks an exciting step forward in our mission to make world-class theatre accessible beyond the stage, connecting cinemas, communities and theatre-lovers with the very best of British Theatre.”
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