Manchester's Hope Mill Theatre has been at the receiving end of an onslaught of negative comments after sharing a video highlighting its new Covid-safe measures.
Twitter users said the new changes - which include clear screens between seats, QR code check-ins and masks worn indoors - are 'horrific' and 'ridiculous'.
The New Islington venue has since defended the measures it has introduced ahead of its grand reopening this week, insisting they are 'necessary for now'.
They have said that the comments are 'so upsetting' to the organisation, which has 'done everything in its power to get to this stage'.
The theatre is among the first to reopen in England, with its production of Rent hitting the stage between October 30 and December 6.
Ahead of audiences returning, it shared a video walk-through of the new look theatre on Twitter, which has been viewed more than 50,000 times.
Users have suggested that the arts industry should ' band together and ignore the guidelines ', and to 'stop treating people like a disease'.
One user wrote : "Horrific. Why bother? Even your keenest supporters will tire of this awful experience after a few months at the most."
Another said : "If places like yours don’t stop encouraging this madness you’re as well shutting shop for good. People are fed up with it all. I think you’ll find most folk will give it a miss until such time that you stop treating them like a disease."
Someone else wrote : "I'm sorry, but nobody in their right mind would pay money to have a night out under those miserable conditions!!"
Hundreds of people have jumped to Hope Mill's defence, though, saying that the new-look theatre looks 'fantastic' and 'amazing'.
Someone commented : "Felt a bit emotional just seeing inside again (which looks lovely by the way). Well done everyone. So many challenges but you have done an amazing job. Can't wait to be back!"
Another wrote : "I’m sorry about all the conspiracy whoppers in the comments who just got “dystopian” in their word-of-the-day calendars. You've done what you’ve had to do and the presentation is marvellous. Best luck with everything!"
The theatre, which opened in 2015 under the steer of couple Joseph Houston and William Whelton, is considered one of the best independent theatres in the country.
It has followed up its Covid safety video with a statement, which says: "The past few months have been an emotional rollercoaster for our venue and staff.
"We have worked so hard to be one of the few venues in a position to open our doors in the current climate with the eyes of our industry on us.
"The negative and malicious comments we have received from individuals in reference to our measures in place for reopening have been so upsetting to our organisation, who for the past 6 months has done everything in its power to get to this stage.
"We respect individual's opinions and we share in your frustration to return to our usual operations. However our main focus is to be able to open our doors and welcome back those who are ready to return as well as securing the jobs of our staff and the many freelancers and artists that we are currently employing.
"Is it forever? No. Is it necessary for now? Yes.
"We will not impose anything on to individuals who aren't comfortable, and we will only ask that audiences follow the current guidelines that have been put in place for hospitality and leisure venues, unless medically exempt.
"We are also offering the option of viewing our current production online, from home, for those who want to. Once again 'thank you' to all of our supporters and those audiences who have shown such kindness and unwavering support."
