Business technology for the nowadays theatrical art's promotion
The article explores the current Russian theatrical market. In the 1990s the economic regime changes reintroduced private enterprise. The appearance of the independent theatrical platforms and the development of the media gave an opportunity for independent artistic practice.The “input barrier” to the theatrical industry was destructed and the competition between the theatrical organizations intensified. So in this market changes the art surviving was referred to the marketing promotion technologies. The article analyzes principal marketing elements. It is the first study of the SMM-technology for theatrical needs in Russia.Also for the first time the lateral marketing method is designated as an innovative marketing instrument, based on non-standard thinking for the development of creative and original promotional strategies.