COMPETING FOR THEATRE AUDIENCE IN DIGITAL AGE

Text topic: Studies

Text author: Дејана Прњат

The main objective of this paper is to point out that it is possible to draw attention of a large number of people, in spite of their daily exposure to abundant media content, by using an original approach combined with an unexpected and imaginative idea and presenting the creative result via digital media. The paper will present the most successful guerrilla marketing campaign ever realized in Serbia for theatre art, named “Taxi drama”. The campaign was created for the Yugoslav Drama Theatre in Belgrade in 2014, and had over 200 000 views on YouTube in a single day. The main conclusion of the paper is that creativity is crucial for attracting art audiences. Once more it has been confirmed that the new media have become indispensable when communicating with the audience.