DREAMS AND REALITY IN CULTURE MARKETING: THEATRE SPHERE
DREAMS AND REALITY IN CULTURE MARKETING: THEATRE SPHERE

Summary/Abstract: The purpose of this paper is to analyse and discuss cultural marketing in theatre sphere. Insights and reflections derived from corporate marketing and from cultural marketing theory literature adopted in the paper. The paper compares segments of culture with Balmer and Colbert’s model. We describe a model for managing corporate brand, cultural prototype and cultural brand. Accepting the theory of simulacrum, the society is based on the production and exchange of images, which are based on the symbolism of the brand. From the aspect of cultural management, work of art is a prototype, and the purpose of the prototype is to reproduce in order to exist in multiple copies. The theatre is very specific because it represents the place of production, place of distribution and brand. The specificity of the cultural product itself is in a paradox. An artist should offer his work, which is a moment of inspiration, while at the same time the consumer needs to adapt to his product. The gap between artistic dreams and marketing reality is analysed by the model of theatrical act. Finally, an author explains some consequence of evolving marketing in culture.

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