Benedict Cumberbatch knows how to draw a crowd. The star of "The Imitation Game" and TV series "Sherlock" is playing Hamlet in what's become the fastest selling show in London theatre history.
But in a video shot outside the Barbican Theatre, the actor has pleaded with fans not to film his stage performance.
"I can see cameras, I can see red lights in the auditorium," he told a crowd gatherd outside the stage door. "It may not be any of you who did that, but it's blindingly obvious."
"It's mortifying and there's nothing less supportive or enjoyable as an actor being on stage experiencing that, and I can't give you what I want to give you which is a live performance that you will remember hopefully in your minds and brains whether it's good, bad or indifferent."
Mr Cumberbatch, who is starring in a 12-week run of the play, said the theatre will be taking "strict" measures.
"We've got devices coming in on Monday that will have people detected and evicted," he said. "I don't want that to happen. That's a horrible way to have to police what's a wonderful thing."
The actor has encouraged fans to take as many pictures as they want outside the auditorium, before requesting they relay his message through social media, which he doesn't use.
About 100,000 advance tickets were snapped up in minutes when they were released in August last year.
Some are being resold on websites for more than $1,300.
The message comes after a London Times theater critic was slammed for breaking with protocol by reviewing Mr Cumberbatch's performance weeks before its official opening.
Kate Maltby claimed the actor had all the energy Hamlet required but little subtlety. The review was entitled "What a waste! It's Shakespeare for the kids."
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