The Janus Face of Theatre: Marketing Analysis

Abstract

The paper researches and analyses the importance of theatre from the cultural, economic, and social aspect. It starts from an interdisciplinary analysis of cultural object and branding. Theatre is viewed from the aspects of art marketing, non-profit marketing, and service marketing. The impact of COVID-19 on theatre and the importance of culture in society is discussed. The building of the image of the theatre as a corporate and human brand is analysed. Theatre during the pandemic as well as the cultural needs of society are also discussed. The paper analyses the specificity of theatre as a cultural and non-profit organization in terms of marketing and discussed its position in society. The research is based on Kapferer's theories of brand building and Griswold's model of the cultural object. The purpose of this paper is to provide a better insight into theatre marketing.