It is the biggest West End gamble in recent times. Theatre producer Sonia Friedman is staging a "mystery" play written by a first-time playwright and featuring unknown actors.
The audience will have bought their tickets without having any idea what the show is or who is in it.
The experiment is being filmed by Channel 4 for a four-part documentary. Friedman, whose credits include producing Kim Cattrall in Whose Life Is It Anyway and Madonna in Up For Grabs, confessed the venture could be commercial suicide.
The Play's The Thing will start a three-month run at the New Ambassadors theatre on 22 June. he winner was chosen from more than 2,000 plays by a panel comprising Friedman, actor Neil Pearson and literary agent Mel Kenyon.
As well as showing the winning entry's selection and rehearsal process, the TV series will cover its opening night and critical fate.
Friedman, whose productions Faith Healer and The Woman In White were honoured with Tony nominations in New York, said the play is a drama possessing a " universal theme which I hope is accessible. It's challenging and captures a bit of the zeitgeist.
"This is something that has never been done. My frustration is that in commercial theatre the rules of the game are that you don't produce new plays, only plays by the likes of Alan Bennett or American playwrights. I took the challenge from Channel 4 to see if it is possible.
"I want to find out whether the West End can be a place where new work can be appreciated by the theatre audience, industry and critics."
Tickets for early performances are between £5 and £10. By opening night, the show will revert to normal West End prices.
Previewing begins 10 June. For tickets, call 0870 060 6627 or go to www.theambassadors.com/newambassadors. The Play's The Thing begins on Channel 4 on 12 June.
