The history of theatre art and the marketing activities of the Theatre Institute in Bratislava

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Pan-European University, Bratislava, Slovakia

The history of theatre art and the marketing activities of the Theatre Institute in Bratislava

Krizan Adam, PhD. Student

Abstract

The present paper discusses the foundation and operation of the Theatre Institute in Bratislava as a memory institution and reflects its educational, scientific and marketing activities from a recent and historical perspective.

Keywords: marketing, media, culture, theatre, Theatre Institute in Bratislava, cultural heritage, museum.

Introduction

The Theatre Institute in Bratislava is the topic of this paper. In the last decade, this institution has significantly improved its activities in the field of promotion and marketing and therefore it can serve as a positive example for similar institutions operating in this field. The aim of the present paper is to describe the creation and activities of the Theatre Institute in Bratislava and its current marketing communication.

1. Foundation and activities of the Theatre Institute in Bratislava

The Theatre Institute as a scientific institution with the aim of providing comprehensive information services in every aspect of the performing arts in the fields of musical theatre, drama, ballet, puppet theatre, performance arts and scenography has undergone a long stage of development. The subject of its interest is Slovak professional theatre in its entire spectrum. It maps not only the historical development since the founding of the Slovak National Theatre as the first professional theatre in 1920, but also its present day The origins of the Theatre Institute in Bratislava are connected with archive and museum institutions, which were engaged in the collection of museum and archival material with the purpose of mapping the history of theatre in Slovakia. One of them was the "Centre of Amateur Theatres in Slovakia". This institute, representing every aspect of Slovak amateur theatre, was responsible for training amateur directors, publishing the theatre magazines Slovensky ochotnik (Slovak Amateur Theatre) (1925-1927) and Nase divadlo (Our Theatre) (1928-1951), cooperating in the realisation of theatre productions and organising a nationwide competitive showcase of amateur ensembles in Slovakia. At the Centre of Amateur Theatres in Slovakia in 1941, on the occasion of its twentieth anniversary, the idea of setting up the first theatre institution to collect documentation for theatre research was initiated. This project met with disinterest from the state, without which such a large-scale project could not be realised.

The idea of setting up a theatre museum was re-established by the Ministry of Education, Science and Culture. The latter ordered the then Slovak Museum in Bratislava to include objects of cultural value of theatrical provenance in its holdings and collections. On 17 February 1953, Dr. Magdalena Husakova-Lokvencova was entrusted with the collection of archival document, and she addressed all theatres in Slovakia by means of a circular requesting them to deposit all historical and documentary material from their archives in the Theatre Department's depository. These included mainly costume and set designs, models, photographic material, posters, reviews, texts for productions, etc.

The professional activities of the Theatre Institute have remained unchanged until the present day. It should be mentioned, however, that in 1960, through the intervention of the Department for Education and Culture, the National Council of the Slovak Republic established a branch of the Theatre Institute in Prague, with its headquarters in Bratislava. The new branch acquired the theatre and documentation department of the Slovak Museum in Bratislava. The newly established institution functioned without change until the adoption of Constitutional Act No 143/1948 Coll. on the Czechoslovak Federation. The above-mentioned law rehabilitated the idea of the equal status of the Czech and Slovak nations. An expression of the changes in the state-law structure of the Czechoslovak Socialist Republic was the creation of new governmental bodies and independent cultural institutions, among which the Slovak Theatre Institute was included on 18 November 1968.

2. The Theatre Institute from the mid-90s to the present- the boom of cultural marketing

theatrical art marketing

If we want to define the last stage in the development of the Theatre Institute in Bratislava, which is bounded by the period from the 1990s to the present, we have to talk about the expansion of the institution's activities, the improvement of the quality of presentation and educational projects, and especially the use of new technologies for documenting and presenting archival and museum materials. Similarly, to other memory institutions, the Theatre Institute uses the so-called marketing mix. This is the dominant idea in modern marketing today, a set of tools used to tailor the offer to the target market. It can be divided into 4 basic means, the 4Ps (product policy (product), price (price), communication (promotion), and distribution policy (place).

Public services and research

A large part of the products at the Theatre Institute in Bratislava are of a public service nature. These are mainly the theatrical performance of Studio 12 and the making available of documents in the Theatre Institute's Specialised Archive, the Theatre Institute Museum or the Specialised Library, or the results of their activities in the form of accessible exhibitions.

After 1989, information on world-famous Slovak artists who illegally emigrated to the West is also available here. There is information from their school years and professional starts. As an example, we can mention authentic documents about the world opera stars Lucie Popp and Edita Gru- berova, whose career life and performance on Slovak stages have resonated in recent years among the professional public. For example, Stanislav Ben- cic's study on the career beginnings of Edita Gruberova, which was written at the Theatre Institute, is the result of his research activities at the Theatre Institute. The author has used numerous archival documents related to the personality of Edita Gruberova. The are a lot of sources of print and video media materials that give opportunities to media research in the sphere of culture, especially after WW I. The cultural aspects are dominant but involves the ethical aspects, too.

Placement in culture

The main objective of the Theatre Institute is the distribution of services to visitors. In culture there are both direct and indirect distribution channels. An example of a direct channel is the Theatre Institute Museum, which communicates directly with its visitors. An example of such an activity is the worldwide project Night of Museums and Galleries, which takes place annually and is intended to attract a larger group of visitors.

3. Marketing communication of the Theatre Institute

The Theatre Institute in Bratislava uses a communication mix that consists of advertising, public relations. The most used advertising tools by which the Theatre Institute presents its activities are: its own printed materials (exhibition catalogues, leaflets, brochures, etc.), print media (kod magazine), television and radio advertising, posters, and internet advertising.

The Theatre Institute's public relations mainly includes press articles, annual reports, publication of professional publications, presentation of activities in the media and various events.

Conclusion

The activities of the Theatre Institute in the field of marketing philosophy are a new focus for the presentation and information about cultural events in the field of Slovak theatre. It is one of the new approaches of previewing cultural life from different aspects of existence. The aim of the thesis was to illuminate and make accessible the view of the marketing activities of the Theatre Institute in Bratislava.

Sources

Bencic, S. Medialne reflexie profesionalnych zaciatkov Edity Gruberovej na slovenskych jav- iskach v rokoch 1968 - 1970/ Media reflections of Edita Gruberova's professional beginnings on Slovak stages in 1968 - 1970. In: Slovenske divadlo, 2022, roc. 70, c. 2, Bratislava, SAV,2022,pp. 188-202

Zima, Roman. Teoreticke vychodiska marketingu v kulture, s. 136 - 139 |cit. 2023-02-051. Dostupne na: < https://kis.ukf.sk/epcfiles/B86C0776742142558D2E4EF9C649CB6A/ZIMA.pdf>

Fekete, Vladislava. Tretia etapa v rozvoji Divadelneho ustavu (od polo-vice 90. rokov az po sucas- nosf), In: Divadelny йstav 1961 - 2011. Bratislava. Divadelny йstav Bratislava 2011 v edicii Slovenske divadlo, 2011.57pp.

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