Like that production, he wants Welsh National Theatre plays to bring in non-traditional theatre audiences, citing Gavin and Stacey as another inspiration.
“You know, we’ve just seen over Christmas, Gavin and Stacey getting massive figures. That’s because that’s reflecting our life, what we recognise, and not only that, but offering us something positive and hopeful, and people will respond to that.
“There’s no reason why you can’t do that through practical plays and some of the most wonderful pieces of literature. But it doesn’t have to be just that.
“I think that’s why I’m throwing everything at this. If it doesn’t work, it doesn’t work.”
Last month, the Welsh government increased the culture sector’s funding in its draft budget for 2025-2026 and, together with Arts Council Wales, provided a £3.6m jobs fund for the sector.
