To launch the Melbourne Theatre Company's hit rock 'n' roll play Birdland, we created a preview like no other - the Peephole Preview. Held at the InterContinental Melbourne, viewers were invited to find three hotel rooms. Behind each door, a glimpse into the debaucherous world of the play. The catch? The only way to peek inside was to attach their phones to the peephole - a magnetic iPhone lens custom built into the doors. Photos and videos were easily captured and shared online instantly, piquing the interest of a younger, traditionally non-theatre-going demographic.

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