Virgin Voyages Expands Its Entertainment Reach with New Production Branch

Published on November 23, 2025

Virgin Voyages is expanding the reach of its celebrated entertainment offerings by bringing select cruise ship performances to the land. In a bold move, the company has launched a new production company, Screw It, Let’s Do It Productions, to bring its best-loved cruise performances and themed parties to theatres and Virgin Hotels worldwide. This initiative aims to broaden the appeal of Virgin Voyages’ entertainment and provide a unique experience for both cruise passengers and land-based audiences.

Virgin Voyages Takes Entertainment Beyond the Seas

Virgin Voyages has consistently pushed boundaries in cruise entertainment, offering guests immersive, high-energy performances on its ships. Now, with the launch of Screw It, Let’s Do It Productions, the company is bringing its signature cruise shows, like “Booked”, to land-based venues, including Virgin Hotels in Las Vegas and London. These shows, previously exclusive to the Scarlet Lady cruise ship, will allow a broader audience to experience the innovative and captivating performances that have become a hallmark of Virgin Voyages.

The first show to make the leap is “Booked”, a dynamic production blending dance, acrobatics, and cabaret-style storytelling. Debuting on the Scarlet Lady in November 2025, the show will take the stage on land next year. While specific locations are yet to be confirmed, the show’s transition to land marks a significant step in Virgin Voyages’ ambition to redefine the entertainment experience in both the cruise and hospitality sectors.

In addition to “Booked”, the popular Scarlet Night party, a high-energy event that combines music, lights, and immersive theatre, will also be produced at Virgin Hotels in both Las Vegas and London-Shoreditch. The move reflects Virgin Voyages’ strategy to expand its brand and bring its vibrant atmosphere to guests on land.

A New Era for Cruise Line Entertainment

This move into land-based productions is not just about expanding its brand, but also about tapping into the growing demand for immersive live experiences. Virgin Voyages is pioneering a trend where the experiential nature of cruise entertainment is brought to a wider audience, creating new opportunities for guests who may not otherwise book a cruise but still wish to experience the company’s unique entertainment offerings.

In addition to shows, Virgin Voyages is enhancing its offerings with new venues designed to host both land and sea-based performances. A significant part of this expansion includes the company’s investment in a 30,000-square-foot rehearsal studio in Orlando, Florida, which includes full-scale replicas of the ship’s onboard performance venues, like The Red Room and The Manor. This studio will play a key role in preparing the shows for live performances, ensuring that land-based audiences can enjoy the same high-quality, immersive experiences that have defined Virgin Voyages’ cruise offerings.

Broader Appeal to Multigenerational Audiences

One of the key aspects of this expansion is the ability to appeal to a wider, more multigenerational audience. Virgin Voyages has long catered to diverse groups, from families to adults seeking more luxurious and immersive cruise experiences. By bringing its shows ashore, the company hopes to further cement its position as a leader in entertainment, appealing to both traditional cruise enthusiasts and a new generation of travellers who may not have considered a cruise vacation before.

With “Booked” and Scarlet Night reaching a land-based audience, Virgin Voyages is tapping into the broader entertainment market, providing experiences that blur the lines between cruise entertainment and theatre. The ship-based experiences, now reimagined for the stage, promise to deliver a new level of excitement for those who may have otherwise missed out.

Virgin Voyages’ Strategic Vision for the Future

With this innovative leap, Virgin Voyages is aligning itself as a multi-dimensional entertainment brand, extending beyond the cruise industry. The Screw It, Let’s Do It Productions company exemplifies Richard Branson’s vision of pushing boundaries and embracing new opportunities. The company’s investment in land-based entertainment complements its existing offerings and provides a glimpse into the future of experiential travel and entertainment. As Virgin Voyages continues to innovate, both cruise passengers and land-based audiences will benefit from fresh, high-energy shows that reflect the company’s commitment to excellence and creativity.

Redefining the Entertainment Landscape

Virgin Voyages’ strategic move into land-based entertainment with Screw It, Let’s Do It Productions represents a bold step in expanding the cruise line’s innovative offerings. With performances like “Booked” and Scarlet Night being brought to stages in Las Vegas and London, Virgin Voyages is positioning itself as a frontrunner in the evolving entertainment market. This new approach promises to reach a broader, more diverse audience, while delivering the immersive, high-quality experiences that the brand is known for. Whether on land or sea, Virgin Voyages continues to push the boundaries of cruise entertainment, offering new and exciting opportunities for both fans of the brand and new audiences alike.