Once More With Feeling | ⭐⭐⭐⭐ | Behind the Curtain | Cheltenham Playhouse

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If you’ve ever dreamed of seeing the Buffy the Vampire Slayer musical episode onstage,complete with camp, chaos and catchy tunes, Once More With Feeling from Behind The Curtain is the nostalgia trip you don’t wanna miss. This fan favourite has been lovingly crafted into a theatrical delight. I managed to see it at the Cheltenham Playhouse before it headed out on tour to Bristol and Weston-super-Mare. But don’t worry if you haven’t managed to make it yet, if an early Halloween treat (or trick) they will be performing in an actual crypt at Arnos Vale, Bristol on the 25^th and 26^th October and will be heading out on a UK tour next year.

The show kicks off with a hilarious recap of the previous seasons, covering Seasons 1 through 5 briefly and diving a little deeper into Season 6 which is great for newcomers who need to catch up or OGs who need a bit of a refresher. From the moment the music starts, the audience dives back into Sunnydale, where demons, drama, and dazzling harmonies await. Each musical number is performed live and interwoven with projected footage from the original episode.

The cast absolutely own their characters — Buffy’s existential exhaustion, Spike’s swaggering sass and Tara’s tender awkwardness are all pitch-perfect. They lean into the comedy without ever losing the emotional undercurrent that made the original so special. Standout performance has to go to Joseph Harrodine as Sweet the Musical-Making Demon. He could have stepped straight off the screen and into the theatre, and I would have believed it. But there are not any weak links in this cast, this is Buffy done by people who really get it: the humour, the heartache and the harmony.

The live band adds fresh punch to the score, turning familiar TV tracks into full-bodied stage anthems. Walk Through the Fire practically lifts the roof off the Playhouse and the onstage joy shared by the cast is palpable in the air. The ensemble’s energy is infectious as you can feel the love for the material radiating off the stage. They’re not just performing; they’re sharing something they love with an audience who loves it just as much. There are also some really clever Easter eggs included for the super fans, including a special cameo from Faith, the other slayer, an appearance from Amy the rat and the epilogue of Anya’s number Selfless from Season 7 leaving plenty to enjoy for all the Scoobies out there.

Production-wise, it’s delightfully scrappy in the best way: clever lighting and simple staging taking full advantage of the beautiful venue. It’s a masterclass in directing on tour reblocking actors and reprogramming elements to make the most out of the space and create the illusion for the audience that the performance has been tailormade especially for them. The costumes are completely on point. Some real skill has gone into the sourcing and making of these as many of them are indistinguishable from their television counterparts. And, considering this episode came out in 2001, that’s a lot of hours spent on Vinted and trawling the charity shops to find the best possible vintage matches.

Behind The Curtain have nailed something rare here with a show that manages to be both for the fans and for the Behind The Curtain Team with joy radiating from all corners of the theatre. With Buffy reboot rumours swirling and the 25^th anniversary of this episode just around the corner, it feels perfectly timed. Nostalgia sells, but this show doesn’t just rely on triggering the old memory banks, it brings the Buffyverse back to life with heart, humour and a musical demon straight from the hellmouth. Once More With Feeling seriously slays! (Sorry, I couldn’t help myself.)

The Arts Business Top Tips

Behind The Curtain’s Once More With Feeling isn’t just a fan(g)-favourite, it’s a “master”-class in clever arts marketing, niche branding and understanding your audience. Here’s what creative entrepreneurs, producers and theatre-makers can (s)take from their “slay” book.

1️⃣ Lean into the Power of Cult Nostalgia

• Reviving this Buffy the Vampire Slayer episode is a brilliant example of Nostalgia Marketing. (Yes, this is a thing.) It taps into a built-in audience, millennials (and some of their parents) who grew up on late-night TV and still rock out to Rest in Peace.

• By reimagining this specific musical episode they are manipulating the crossover niche of TV fandom and musical theatre, a cross-section hungry for experiences that combine both of their passions.

• Try this: Think of the stories, songs or pop culture moments that your audience already loves and reframe them through your creative lens. Familiarity sells, but reinvention keeps your audiences coming back.

2️⃣ Capitalise on Cultural Milestones

• 2026 marks the 25th anniversary of Once More With Feeling’s original air date and Behind The Curtain have timed their production pretty perfectly with workshopped production taking place last year, a series of previews this year all ready for tour next year.

• They have also tapped into the press interest already buzzing around initially the rumours and now the confirmations and announcements of the Buffy reboot.

• This creates organic marketing fuel (so you can Walk Through the Fire). Basically, every entertainment outlet and fan forum already has the Buffy on their radar at the moment, so why not lean into the hype?

• Try this: Keep track of anniversaries, new releases or key dates in your niche for example: a 10-year album release, a 50th film milestone or a cultural event. Planning your launch around them can boost your visibility organically or with minimal marketing budget spend.

3️⃣ Build a Practical Touring Model Around a Loyal and Local Fanbase

• Touring to smaller theatre communities (Cheltenham, Bristol, Weston-Super-Mare) allows Behind The Curtain to maximise reach while keeping production costs low.

• All of these locations are in a similar region of the UK. Not only does this cut down on travel and accommodation costs but it also means that they likely tap into similar artist network, which hopefully means they will more easily find their audience.

• Try this: Identify audiences for your niche. For a Buffy show as an examplewe would think about events like comic cons, queer venues and fan festivals. Then build your tour or sales strategy around where your people already gather.  Also, think about your budgetary restrictions when planning your tour. You must plan strategically and realistically.

4️⃣ Embrace Fan Culture as Community, Not Commodity

• This show celebrates fandom rather than exploiting it. Cast and creatives are clearly fans themselves, which creates a level of authenticity audiences can feel.

• Behind The Curtain encourages audience participation like singing along, dressing up, sharing selfies, which turns spectators into co-creators of the event and encourages UGC (User Generated Content)

• Behind the Curtain discovered that the original tracks from the musical were not available on TikTok to use with your videos. They have uploaded their cover versions, which is a brilliant way to boost interactions with their business again and again through social media.

• Try this: In your own marketing, blur the line between creator and audience. Share behind-the-scenes stories, invite feedback, Encourage UGC and EGC or run “fan takeover” social media days to make your followers part of the story.

5️⃣ Keep Productions Smart, Scalable and Flexible

• The production proves you don’t need a West End budget to deliver West End energy. The team uses intimate staging and strong performances to keep overheads down without sacrificing impact.

• A small, adaptable set means they can perform in a variety of venues. This makes it ideal for touring or even for pop-up appearances at conventions and festivals. You could perform this anywhere from a real-life crypt with a portable PA to the London Palladium.

• Try this: Focus your investment on talent and concept, not just spectacle. Scalability is what keeps a creative business sustainable long-term.

6️⃣ Time Your Creative Wave — Ride the Reboot Buzz

• With talk of a Buffy reboot in the works, Once More With Feeling lands at the perfect cultural moment. They’ve positioned themselves at the heart of renewed interest, making their show timely as well as being nostalgic.

• If they were to revive this show in a few years after the reboot has aired, they may find themselves with a whole new audience in Gen Z and Gen Alpha as well as us tired old millennials!

• Try this: Keep your eye on industry trends and anniversaries. Whether it’s a reboot, a milestone or a viral moment, plan creative projects that align. Timing isn’t everything, but it sure helps.

Behind The Curtain aren’t just staging a tribute; they’re staging a strategy. By honouring a cult classic while delivering an affordable, scalable show with viral potential, they’ve hit the sweet spot between artistic passion and audience awareness.