We're Utterly Blown Away': Amazon’s generous support for Phoebe Waller-Bridge's theatre fund
Recalling Amazon's colossal $6m donation to the theatre fund created by Phoebe Waller-Bridge and Olivia Colman, which bolstered the pandemic-stricken theatre community.
Updated : October 20, 2023 05:24 PM ISTRecalling Amazon's colossal $6m donation to the theatre fund created by Phoebe Waller-Bridge and Olivia Colman, which bolstered the pandemic-stricken theatre community.
In a time when the world of live performing arts was staggering under the weight of the global pandemic, a breath of fresh air blew in the form of a partnership between Phoebe Waller-Bridge, Olivia Colman, and Amazon.
As reported by The Guardian in 2020, Amazon Prime Video made a colossal $6m donation to a fund set up by Waller-Bridge and Colman. The purpose? To support theatre professionals whose livelihoods were hanging by a thread due to the crippling pandemic. Waller-Bridge, Colman, and their Fleabag producer Francesca Moody's initiative took a significant leap forward with this donation.
In a statement that still rings with gratitude, the trio expressed their awe: "We're utterly blown away to have such an extraordinary level of support from Amazon."
The theatre community, according to the powerhouse trio, had "never been more threatened or fragile." They further highlighted that the donation was not just a lifeline but an "acknowledgement of the value and power of UK theatre." This reminder that the industry can "survive anything when we hold each other up in times of crisis" is more relevant than ever.
The theatre fund, born in the wake of the pandemic, kickstarted with a £1m pledge by its founders. It garnered additional backing from star names like Gillian Anderson, James Corden, and Daniel Radcliffe, to name a few.
The Amazon money was allocated in two distinct ways: as hardship grants to freelancers in immediate need, and as innovation and creation money to aid artists in producing work. This donation spurred on a "second wave of support," bringing hope and financial relief to a struggling industry.
Fast forward to today, and the effects of this game-changing donation are still being felt across the industry. Amazon's generous gesture, teamed with the vision of Phoebe Waller-Bridge and others, provided a beacon of hope in an otherwise dire situation. And while the curtain had threatened to fall on live performing arts, the collective efforts of these players have ensured that the show can indeed go on.
(Several parts of the text in this article, including the title, were generated with the help of an AI tool.)