In June 2025, Alytus City Theatre concluded its landmark 35th season, “Route: Theatre”—a season that demonstrated both artistic vitality and public resonance. Over the year, the theatre staged nearly 120 performances at home and on tour, delivered around 70 educational activities, and hosted 20+ public events that animated the cultural life of the city. In November, the COM•MEDIA Festival expanded this ecosystem with 62 events across diverse genres and formats, opening pathways for first-time visitors and younger audiences.
Equally significant, Alytus City Theatre intensified its use of social media marketing, experimenting with digital storytelling and influencer collaboration to engage new generations of spectators. This experience now serves as the foundation for the European cooperation project Theatre is Cool, co-funded by the Creative Europe programme, which strengthens the capacity of theatres to attract young audiences through innovative communication strategies.
Looking ahead, the project „Theatre is Cool“ announces that at the start of the new season, open training sessions in social media marketing will be offered for the wider cultural and arts sector.
Stay tuned—the dialogue between theatre and the digital stage has only just begun.