BBC orders Viagra drama ‘Men Up’ from ITVS duo Quay Street & Boom, with Cineflix distributing

Men Up

The BBC has ordered a drama from ITV Studios duo Quay Street Productions and Boom that explores the first medical trials for the drug that became Viagra.

Men Up (1 x 90 minutes) is being written by Matthew Barry (Industry) and is inspired by the remarkable true story around the drug, which was trialled in Swansea’s Morriston Hospital in Wales in 1994.

It will track how a group of ordinary middle-aged Welsh men took part in one of the first clinical trials for the then-unknown drug and how it affected their lives. Cineflix Rights is exclusive worldwide distribution partner.

Barry said: “People hear the word impotence and they wait for the punchline. But this story is about so much more. And with an incredible Welsh cast, led by Iwan Rheon and Alexandra Roach, I can’t wait to bring it to the screen.”

Lindsay Salt, director of BBC Drama, said: “Men Up is a little-known chapter of our history, beautifully told across 90 minutes of poignant, funny, and life-affirming television. It’s no surprise that Matthew’s charming and intelligent script has attracted such a strong ensemble of acting talent, and I cannot wait to see them bring his words to life.”

The show is a co-commission with BBC Wales and will star Iwan Rheon (Misfits), Aneurin Barnard (Dunkirk) and Alexandra Roach (Killing Eve).

Ashley Way (White Lines) directs and Karen Lewis (The Salisbury Poisonings) produces, while Quay Street founder Nicola Shindler and Russell T Davies (Nolly) are among exec producers. Barry previously worked with Shindler and Davies on their 2015 drama Banana.