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The bachelor thesis „The New New Stage: Marketing communication of the New Stage of National
Theatre between January 2010 and spring 2011 (brand relaunch)“ deals with the marketing
communication of the New Stage in the given period. It uses the topic as an example of the possibilities
marketing and marketing communication has in the cultural sector.
Prague’s New Stage is a cultural institution with a deep history – it was open already in 1982. In the 80s
it was used mostly for theatre pieces of the National Theatre, after 1992 it served for Laterna Magika.
But in 2010 it entered a new era, in which its image is being changed completely. The New Stage – now
(again) belonging to the National Theatre – is turning into a diverse institution hosting many different
forms of art. Of course, this inner change has its impact on the outside, too. The established image of the
New Stage is changing and its management is using marketing communication tools in order to manage
this process effectively and with a positive outcome.
In this thesis, the New Stage is analysed from a marketing perspective, the individual communication
tools used are discussed and also the reception of the new concept in the media is analysed.