The problems of online promotion of theater organizations in Russia in the context of digitalization and changes in media consumption

modern digital tools open up new opportunities for theaters to interact with the audience, promote theatrical art and attract viewers. The article examines the features of online promotion of theater organizations in Russia in the context of digitalization and changes in media consumption. The main tools and strategies of online promotion, including social networks, content marketing, targeted advertising and the use of new media formats, are explored. Special attention is paid to the role of theater organizations in the formation of cultural content and interaction with the audience in the era of digital interaction. The successful practices and problems that theater organizations face when promoting on the Internet are analyzed. The problems of online promotion of theater organizations in Russia have been identified, such as limited resources, low level of digital literacy of employees, difficulties with adapting content, and competition with other types of entertainment. Appropriate recommendations for overcoming these difficulties are proposed. To increase the effectiveness of online promotion, it is important for theater organizations to invest in professional digital marketing teams, actively use new media formats and take into account the cultural characteristics of their audience. An approach that includes resource development, staff development, content adaptation, and audience orientation will help theaters overcome existing barriers.

theater, theater organization, Internet promotion, theater promotion, digitalization