Ageing is an extremely personal process everybody cares about. In fact, maturity can be the most exciting stage of our lives. In our contemporary world, it can also become a truly enriching adventure. Prime Time is a comedy that invites us to think of our age and identity, and especially of ways to proudly live our later years. Written by the ageing-studies scholar and actress Núria Casado-Gual, this play premiered in October 2016 in Barcelona’s Caixaforum (Catalonia) at the closing conference of the European project “SIforAge”.