West End favourite Billy Elliot The Musical has taken advantage of the newest Time Out London online advertising format, Open Door.

The truly high-impact format, which has 100 percent page ownership, enabled Billy Elliot to pack its page takeover with loads of interesting content for fans and newcomers alike. As you can see from the below video, when clicked, the Time Out page peels away a treasure trove of goodies — including new video, audio and editorial.

This new format is particularly exciting as it allows consumers to interact with the production, opening a door literally and metaphorically onto the world of the show. Even better, this activity will monopolise share of voice for three weeks, meaning that theatre-loving domestic and international tourists that have popped down to London for Wimbledon will also get to see it.