The National Theatre

What The National Theatre does

The National Theatre of Iceland (Þjóðleikhúsið) is Iceland's state-funded national theatre and cultural institution, headquartered at Hverfisgata 19 in central Reykjavík. It operates six performance venues under one roof — Stóra sviðið (main stage), Kassinn, Kjallarinn, Eldborg, Hof, and Söguloftið — and produces a diversified repertoire spanning drama, opera, musicals, children's theatre, cabaret, and improvisation. The institution also runs four branded programs: Óperan (opera division), Kjallarinn (an underground alternative programming venue), Guli dregillinn (an annual playwright festival), and Leikhússkólinn (a professional theatre school launched in 2024 for students aged 18–22). It employs over 100 permanent staff across artistic, technical, and administrative functions, supplemented by project-based directors and guest artists.

The business model is a hybrid of state appropriations and consumer-facing revenue. Direct-to-consumer ticket sales flow through an in-house box office and the TIX.is online distribution platform, with prices varying by production. Recurring revenue comes from subscription cards (Leikhúskort), gift cards, on-site catering during performances, and tuition of 75,000 ISK per semester at Leikhússkólinn. Distribution is direct via the nationaltheatre.is website and social channels, with co-production partnerships (Landnámssetrið, Leikhópurinn Miðnætti, Leikhús ókunnuga fólksins) supporting selective touring beyond Reykjavík, including a planned engagement at Landnámssetrið in Borgarnes.

Strategic positioning is anchored in the institution's statutory role as Iceland's premier theatre, supported by an equal-pay certification, GDPR-compliant data handling, and a programming model that prioritizes original Icelandic works through the Vinnustofa höfunda (Author Workshop) and the Guli dregillinn festival. Critical momentum was demonstrated by a record 36 nominations at the 2026 Grímur Awards, alongside recent operational expansions including the launch of the Theatre School and the hiring of six Icelandic singers to the Opera in 2026. Leadership rests with Magnús Geir Þórðarson (Þjóðleikhússtjóri) and Vala Fannell (Theatre School director).

Name

The National Theatre

Legal name

Þjóðleikhúsið

Website

https://leikhusid.is

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

251–500 employees

Short description

The National Theatre of Iceland (Þjóðleikhúsið) is the country's state-funded national theatre, operating six venues in Reykjavík to produce plays, operas, musicals, and cabaret for general Icelandic audiences and train young theatre professionals through its in-house school.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Theatre

NAICS

Theater Companies and Dinner Theaters (711110), Musical Groups and Artists (71113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Theatre Education, Training & Conservatories (MPAGABAN), Children’s & Youth Theatre (MPAGABAE)

Keywords

• Theatrical productions
• Opera performances
• Theatre education
• Playwright development
• Live performance venue

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue from ticket sales for theatre performances, operas, musicals, and other productions across multiple venues.
2. Theatre School Tuition: Educational programs including the Theatre School (Leikhússkólinn) established in 2024, offering professional theatre education for young people aged 18-22.
3. Subscription and Gift Cards: Leikhúskort (theatre cards) and gjafakort (gift cards) for customer loyalty and gift purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Þjóðleikhúsið (The National Theatre of Iceland) produces and stages theatrical productions including dramas, musicals, operas, and children's performances across multiple venues (Stóra sviðið Main Stage, Kassinn, Kjallarinn, Eldborg, Hof, Söguloftið). The theatre operates an opera division (Óperan), a one-year professional Theatre School (Leikhússkólinn) for students aged 18-22, an annual Guli dregillinn playwright festival, and an Author Workshop program providing dramaturgical support for Icelandic playwrights. Tickets are sold directly through the theatre's box office and the TIX.is platform.

Product overview

The National Theatre (Þjóðleikhúsið) operates as Iceland's primary national theatre institution, offering a multi-venue portfolio of theatrical productions. The core offering includes drama, musical theatre, and opera performances staged across the Main Stage (Stóra sviðið), Kassinn, Eldborg, and the underground Kjallarinn venue. The theatre operates distinct sub-brands including Óperan (the opera division), Guli dregillinn (an annual playwright festival), and Leikhússkólinn (a professional theatre school). Supporting services include 24/7 online ticket sales through TIX integration, theatre membership cards, catering during performances, and gift cards. The institution places significant emphasis on Icelandic playwrighting and author development through its Vinnustofa höfunda (Author Workshop) program.

Differentiator

Problem solved

Functional benefit

Products and services

• Theatre Productions (Leiksýningar) Dramas, musicals, children's performances, cabaret, and other theatrical productions staged across multiple venues (Stóra sviðið, Kassinn, Kjallarinn, Eldborg, Hof, Söguloftið) for general Icelandic audiences.
• Óperan (The Opera) The opera division of the National Theatre presenting opera performances at designated opera venues including Eldborg and Hof, including productions such as Falstaff and Undir sömu stjörnu.
• Kjallarinn (The Basement) An underground venue hosting cabaret, improvisation, drag, music, comedy, and diverse adult-oriented entertainment programming six weekends during winter.
• Guli dregillinn (The Yellow Bookmark) An annual playwright festival celebrating Icelandic theatre and writers, featuring new Icelandic plays read by actors during spring. Charges 500 ISK entrance fee.
• Leikhússkólinn (Theatre School) A professional one-year theatre education program for young people aged 18-22, providing comprehensive training in set design, costume design, lighting, sound, directing, playwriting, and acting. Charges 75,000 ISK per semester for 2026-2027 academic year.
• Author Workshop (Vinnustofa höfunda) A program providing selected authors with workspace facilities and dramaturgical support for developing plays over one to two months.
• Ticket Sales (Miðasala) Online and in-person ticket purchasing services for all performances and venues, available 24/7 through the website and TIX.is platform.
• Theatre Card (Leikhúskort) A membership card offering benefits for regular theatre attendees including discounts and special offers across productions.
• Catering Services (Veitingar) Food and beverage services available during performances, including in Kjallarinn where drinks can be taken into the auditorium.
• Gift Cards (Gjafakort) Gift vouchers available for purchase that can be used for tickets and theatre services.

Quantifiable outcome

• 36 nominations at Grímur Awards - the most nominations ever received by a single theatre in one year

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Landnámssetrið í BorgarnesiminorStrategic or Co-development PartnerCo-production partnership for the play 'Salka - Ástin og dauðinn' (Salka - Love and Death), performed at the Landnámssetrið heritage site in Borgarnes.
• Leikhópurinn MiðnættiminorStrategic or Co-development PartnerCo-production partnership for the production 'Hreiðrið' (The Nest), an infant production that received recognition.
• Leikhús ókunnuga fólksinsminorStrategic or Co-development PartnerCo-production partnership for the musical 'Kabarett', performed in collaboration with this theatre company.
• TIX.iscoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform partner for online ticket sales and distribution.

Scale indicators3 records

Direct peers

• Royal Dramatic Theatre (Dramaten): Sweden's national stage with a similar mix of dramatic plays, opera collaborations, and venue-based programming across multiple halls in Stockholm — directly comparable as a Nordic national theatre institution.
• National Theatre of Scotland: Scotland's national theatre with comparable institutional scale, multi-venue programming, and playwright development focus — a small-country national-theatre analog.
• Royal Danish Theatre: Denmark's national performing arts institution combining theatre, opera, and ballet across venues in Copenhagen — comparable as a Nordic state-funded national institution with opera division and multi-venue programming.
• Finnish National Theatre: Finland's national theatre with a comparable multi-venue portfolio, in-house production across plays and musicals, and educational programs aimed at developing new Finnish theatre professionals.
• Nationaltheatret (Norwegian National Theatre): Norway's national theatre, operating as a state-funded multi-venue institution in Oslo with comparable repertoire (plays, drama, classics) and a similar institutional mandate in a small Nordic market.
• Reykjavik City Theatre (Borgarleikhúsið): Iceland's other major theatre company operating in Reykjavik with similar plays and musicals programming; the primary domestic competitor for paid Icelandic theatre audiences.

Broad incumbents

• Royal National Theatre (UK): Larger established national theatre with three venues (Olivier, Lyttelton, Dorfman) and broader scale — comparable institutional model and mission but operates at much greater scale and reach than Þjóðleikhúsið.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/thjodleikhusid
• YouTubeyoutube.com/user/thjodleikhusid
• Facebookfacebook.com/leikhusid
• Instagraminstagram.com/thjodleikhusid

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The National Theatre