The practice of promoting the theatre through a small-scale performance
The article is devoted to the problems of promoting theatrical organization services, which is ultimately aimed at increasing the audience, increasing the loyalty of existing viewers, and strengthening positions in the expert community. Various tools for promoting a cultural institution in general a...
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| Format: | Article |
| Language: | English |
| Published: |
Ekaterinburg Academy of Contemporary Art
2025-07-01
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| Series: | Управление культурой |
| Subjects: | |
| Online Access: | https://managing-culture.eaca.ru/archive/2025/2/5 |
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| Summary: | The article is devoted to the problems of promoting theatrical organization services, which is ultimately aimed at increasing the audience, increasing the loyalty of existing viewers, and strengthening positions in the expert community. Various tools for promoting a cultural institution in general and a theater organization in particular are considered. The research methodology is based on general scientific methods (analysis, comparison). The basis for the study was the Private Cultural Institution "Universal Touring Theater", Verkhnyaya Pyshma - THEATRUM. The article describes the promotion tools used in the work of a young theater venue that has become a creative startup - the theater organization has only two years of experience, and it was opened in a city that previously did not have a single professional theater. A brief description of the theater's location is given, and various formats of the theater's work with the audience are described. Particular attention is paid to the description of the theater's development strategy, in accordance with which the promotion campaign is built, including such key areas as touring activities, forming its own repertoire, educational projects, and film projects. A small-scale performance is described as a tool for promoting a theatre, which allows for the effective solution of the problems facing a young theatre venue with minimal costs (optimization of technical solutions and economic costs of production, problems of showing at non-professional venues). The ratio of economic costs and the number of touring events (number of spectators) is studied. Conclusions are drawn on the results of implementing the developed programme for promoting a theatre venue in the period from 2023 to 2025. |
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| ISSN: | 2949-074X |