Competing for theatre audience in digital age

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Prnjat, D. (2017). Competing for theatre audience in digital age: Case study of the promotional campaign Taxi drama, (155), 281-290. doi:10.5937/kultura1755281P
Details
Title

Competing for theatre audience in digital age

Subtitle

Case study of the promotional campaign Taxi drama

Author

Dejana, Prnjat

Journal

Kultura

Volume
Issue

155

Start page

281

End page

290

ISSN

0023-5164

ISBN
DOI

10.5937/kultura1755281P

URL

http://scindeks.ceon.rs/article.aspx?query=ISSID%26and%2613499&page=0&so...

Date

2017-2021/06/21/12:47:13

Abstract

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.

Keywords