The producer of Fleabag and Baby Reindeer's tip for finding a hit? Don't look for one

What the report says

Francesca Moody, the theatre producer behind stage and screen successes including Fleabag and Baby Reindeer, spoke with NPR World at the Edinburgh Fringe festival about how she approaches finding new work. According to the supplied source material, Moody has developed a reputation for identifying productions that later reach a much wider audience.

The core point of her advice is counterintuitive: she said the best way to find a hit is not to go looking for one. The source indicates that she discussed what she pays attention to in a performance, suggesting that her focus is on the quality and feel of the work itself rather than on chasing a formula for success.

The conversation took place in Edinburgh during the fringe festival, a major showcase for emerging theatre talent. While the full article text was unavailable, the available evidence shows the piece centered on Moody’s perspective as an experienced producer and on how she evaluates shows that may have broader appeal.

The interview matters because Moody’s production history gives weight to her views on spotting promising work early. In general, fringe festivals are often seen as important testing grounds for new voices and ideas, making her comments relevant to artists, producers and audiences interested in how breakout performances are discovered.