David Reviews

 Biting the hand that feeds us since 2002.

THEY'RE FRIENDS ELECTRIC

With their commitment to craft and creative excellence, the Electric Theatre Collective have won a lot of friends over the years. Now - with the foundation of a dedicated production company called Friends Electric - Electric Theatre is able to extend its philosophy into a whole new realm. And with Alex Webster at the helm of the new stand-alone venture, it's in pole position to take full advantage of the opportunities ahead.

A few days ago DAVID spoke to Alex Webster at Electric Theatre's Margaret Street headquarters and discovered there's no limit to their collective imagination.

During the conversation - which can be heard in full - the former Passion Pictures MD spoke about his determination to create an entity that was more than a production bolt-on for ETC.


The roster put together for the launch of Friends Electric is a statement of intent and Webster describes how Pete Candeland's decision to come on board was a real catalyst: "I never in my wildest dreams thought we'd be working with Pete. He got in contact because he saw in ETC a company that were doing things differently and had an eye on the future in quite a realistic and credible way."


I saw in ETC a company that was doing things somewhat differently, somewhat bucking the trend... in a non- corporatised, independently-spirited way.

 ”

The culture at Electric Theatre was a major factor in Alex Webster's decision to co-create Friends Electric. Despite happy years working in post-production, Webster felt quite strongly that he wouldn't return to the realm but the lure of Electric Theatre proved too hard to resist.

"I saw in ETC a company that was doing things somewhat differently, somewhat bucking the trend... in a non- corporatised, independently-spirited way."


I never in my wildest dreams thought we'd be working with Pete.

 ”

Webster recognises that the timing is perfect for Friends Electric. Its parent company is riding an envious reputational wave at a moment when the advertising industry is more open-minded than ever about alternative models.

Where once post houses hid their production lights under a bushel, they are now able to be much more open about their offer and Friends Electric are perfectly poised to take advantage.

You can find out more about Friends Electric by visiting their website or by contacting Alex Webster on 020 7636 5317 or via email at alex@friendselectric.tv.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.