Virgin Voyage's Screw It Let's Do It Productions

Richard Branson and Virgin Voyages Launch New Production Company: Screw It, Let’s Do It Productions

Screw It Let's Do It Productions

Sir Richard Branson and Virgin Voyages have announced the creation of a new entertainment venture called Screw It, Let’s Do It Productions, marking the cruise line’s official expansion into the world of full-scale theatrical and live entertainment production.

The new company is designed to develop, produce, and export Virgin Voyages’ original onboard shows to land-based venues, including theaters, entertainment hubs, and select Virgin-branded properties around the world. While Virgin Voyages has already built a reputation for bold, unconventional cruise entertainment, this move positions the brand as a serious player in the global live entertainment industry.

From Ship Stages to Global Platforms

Virgin Voyages first gained attention for its immersive, non-traditional onboard shows — blending music, acrobatics, nightlife culture, and theatrical storytelling instead of relying on classic cruise-style revues. According to company leaders, the overwhelming guest response convinced them it was time to take things further.3

Instead of simply importing land-based shows onto ships like other cruise lines, Virgin Voyages is now reversing the process: creating entertainment at sea and exporting it to land.

“Screw It, Let’s Do It Productions” will oversee original show creation, talent development, stage design, choreography, music production, and touring logistics. The long-term vision includes live touring productions, resident shows in major cities, and performance residencies tied to Virgin Hotels.

CHECK OUT ENTERTAINMENT ONBOARD: | SCARLET LADY | | VALIANT LADY | | RESILIENT LADY | | BRILLIANT LADY|

LOLA! Booked onboard Scarlet Lady

Why Branson Backed the Idea

Richard Branson has long been known for turning bold ideas into global ventures, often starting with a simple “why not?” mentality. The name of the production company itself reflects this philosophy — inspired by his approach of taking risks, embracing creativity, and refusing to wait for permission.

Branson has expressed that Virgin Voyages entertainment was never meant to stay confined to ships. The energy, talent, and creative ambition onboard their vessels were simply too strong to limit to ocean routes.

A Strategic Expansion for Virgin Voyages

This new production company represents more than just entertainment — it’s a strategic diversification move for the Virgin brand.

With Screw It, Let’s Do It Productions, Virgin Voyages will:

• Own its original intellectual property outright

• Create new revenue streams outside the cruise industry

• Strengthen brand identity through global entertainment exposure

• Cross-integrate with other Virgin brands like Virgin Hotels and Virgin Events

By controlling both the creative and production sides, Virgin Voyages can develop shows specifically tailored to its energetic, modern identity without relying on third-party entertainment firms.

Screw It Let's Do It Production Studios

What’s Coming Next

The company is already in early development of multiple new productions, with some debuting onboard Virgin ships first before transitioning to land. Future plans include limited-run theater engagements, immersive events, and entertainment pop-ups in major cities.

A dedicated production and creative studio is also in development in Orlando, serving as the headquarters for writing, rehearsals, design, and talent training.

While specific show titles and tour locations have not yet been finalized, officials confirmed that announcements regarding upcoming productions and audition opportunities will be released in the coming months.

A New Chapter for Virgin Entertainment

With the creation of Screw It, Let’s Do It Productions, Virgin Voyages is no longer just a cruise operator — it’s formally stepping into the global entertainment business.

For Richard Branson, this move continues his legacy of disrupting industries by blending lifestyle, experience, and bold creativity. And for Virgin Voyages fans, it means the shows they’ve loved at sea may soon be coming to a stage near them on land.