For a 1913 revival at the same theatre the young actors Gerald Ames and A. E. Matthews succeeded the creators as Jack and Algy.  John Deverell as Jack and Margaret Scudamore as Lady Bracknell headed the cast in a 1923 production at the Haymarket Theatre .  Many revivals in the first decades of the 20th century treated "the present" as the current year. It was not until the 1920s that the case for 1890s costumes was established; as a critic in The Manchester Guardian put it, "Thirty years on, one begins to feel that Wilde should be done in the costume of his period—that his wit today needs the backing of the atmosphere that gave it life and truth. … Wilde's glittering and complex verbal felicities go ill with the shingle and the short skirt." 
The promo film was directed by Dawn Shadforth , whose previous videos include Kylie Minogue 's award-winning " Can't Get You Out of My Head ". Shadforth's film for "The Importance of Being Idle" starred Welsh actor Rhys Ifans and pays homage to the style of early 1960s kitchen sink drama British films, and is set during preparations for a funeral procession in a northern town, with the extravagant undertakers parading the coffin at the video's climax and Ifans playing the part of a high-kicking funeral director whose own funeral it is.