Development of the Positioning and Promotion Strategy of the Interactive Dedicated to the the Vakhtangov Theater

Student: Goryacheva Irina

Educational Programme: Transmedia Production in Digital Industries (Master)

Final Grade: 8

Year of Graduation: 2024

This paper is devoted to the study of the specifics of positioning and promotion strategy of interactive projects in the theatrical sphere on the example of the project for the Vakhtangov Theatre. The purpose of the study is to determine the actual methods and approaches in the promotion of theater projects in the digital environment, as well as to develop a marketing strategy for an interactive project for the Vakhtangov Theater. The research considers a similar case of implementing an interactive longread, analyzes the opinions of industry experts, and determines the value expectations of the audience. In conclusion, the paper considers the trends in the development of theaters’ activities in digital and offers recommendations for the effective implementation of interactive projects.

Full text (added May 10, 2024)

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