How can theatre stay relevant, attractive and “cool” in the age of social media and influencers?
This is the question that inspired Theatre is Cool, a project co-funded by the Creative Europe programme of the European Union and coordinated by Associazione Atti, in partnership with Millenar Media (Portugal), Alytaus Teatras (Lithuania), Kentro Spoudon laikou theatrou and Action Synergy (Greece).
Launched in 2023, the project has connected artistic and digital realities to strengthen the bond between theatre, young audiences and innovation, offering practical tools to communicate the value of culture in the social media era.
Over the past two years, through training sessions, collaborations and creative exchanges, the partners have explored new digital languages, the use of social media as a creative platform, and the potential of influencer marketing to make theatre more accessible and engaging for younger generations.
A journey that concludes with a free international webinar
After two years of activities, Theatre is Cool enters its final stage with a free online webinar (October – November 2025), open to theatre professionals, cultural operators and creators eager to develop new skills in digital communication.
The six-session programme, held in English and led especially by Millenar Media, a Portuguese agency specialising in cultural communication and marketing, will focus on topics such as:
- What social marketing is and how it differs from other forms of digital communication
- How to read and analyse social campaigns
- How to design an effective editorial plan for your theatre or cultural project
- How to create engaging content, leverage trends and collaborate with influencers to reach new audiences
Each session includes a practical workshop, allowing participants to put their skills into practice. By the end of the course, everyone will have developed their own social media campaign, to be used as a strategic roadmap for future communication.
All participants will receive a Certificate of Participation.
A European lab of ideas for the future of theatre
Theatre is Cool is a European laboratory of ideas that combines creativity, culture and digital innovation, reimagining how theatre connects with today’s audiences.
The sessions will take place from 21 October to 6 November 2025.
Participation is free, but seats are limited.
Full programme available here: https://theatreiscool.eu/2025/09/24/theatre-is-cool-but-how-can-it-stay-cool-for-new-generations/
Barbara Intiso
Associazione A.T.T.I.