How We Maintained the Audience of the National Theatre of Bucharest in 2020
How We Maintained the Audience of the National Theatre of Bucharest in 2020

Summary/Abstract: If before 2020, the digital environment was used by theatres mainly for promotion and communication, the suspension of the performances in halls, imposed by the Covid pandemic, has forced the relocation of shows and artists in the online space. Few of our theatres had among their activities or priorities the filming of shows or their online transmission. While countries with a stronger cultural marketing tradition were using for a long time the online environment as another marketplace for theatre performances, in Romania, the year 2020 marked a moment of awareness that connecting with the public is essential for the activity of artists and if the audience cannot come to the theatre, it must find and use new ways to reach the audience. Most likely, the year 2020 meant a unique experience for any artist. How the “I.L. Caragiale” National Theatre in Bucharest kept in touch with its audience during 2020 and how it conquered a new online audience, we find out in the present article.

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