The Launch of the Theatre Is Cool Project: A Digital Revolution in Theatre

In October 2024, the Theatre Is Cool project took a significant step towards transforming how theatre connects with younger generations. Supported by the European Fund, the initiative brings together theatres from Italy, Greece, and Lithuania with the goal of creating a digital movement that revitalizes theatre’s audience.

A marketing agency in Lisbon played a key role in developing the social marketing plan, identifying strategic influencers, and suggesting creative content ideas to engage younger audiences on social media. With the start of new theatre seasons, partner theatres have begun producing content for their digital platforms, focusing on building relationships with young people through the hashtags #TheatreIsCool and #TheaTok.

The project aims to produce monthly content that inspires, informs, and entertains, strengthening the connection between theatre and younger audiences. Through partnerships with influencers and interactive campaigns across social networks, Theatre Is Cool is bringing theatre into the digital conversation, showing that the art form can be accessible, exciting, and relevant for all.

As part of the Theatre Is Cool project launch, we invite everyone to watch some of the first videos already released. In the first video, two influencers take their grandmothers to the theater, capturing both the fun and excitement of experiencing theater for the first time and the joy of sharing it with family. The second video, produced by the theater itself, humorously contrasts different play styles, playing with the viral “Brat vs. Demure” trend that took social media by storm in 2024. Catch these unique takes on theater, and feel free to share your reactions with #TheatreIsCool and #TheatTok!

@allyeaury.channel

è stata un’esperienza stupenda @theatreiscool @Associazione_ATTI #theatreiscool #theatok #viral #adv #perte

♬ original sound – nicole

@associazione_atti

ᴅᴇᴍᴜʀᴇ ᴠꜱ. ʙʀᴀᴛ ᴛʜᴇᴀᴛʀᴇ ᴇᴅɪᴛɪᴏɴ 🎭✨ Siete piu ribelli e sfacciati come la Traviata 🍷o dolci e riservati come Madama Butterfly? 🌸 Fatecelo sapere nei commenti e ricordatevi che @theatreiscool 😎 #bratvsdemurechallenge #brattrend #brat #demure #theatretiktok #thatok #theatreiscool

♬ France Accordion Swing – MIZUSATO Masaki

We invite theatres around the world to join this global movement by using the hashtags #TheatreIsCool and #TheaTok in their own campaigns. Together, we can expand this cultural dialogue and ensure that future generations see theatre as an essential part of their cultural experience, connecting the stage to the digital world in a fresh and captivating way.

See more at our TikTok.