Lithuanian National Drama Theatre urges people not to go to the theatre

As part of a PR campaign that seeks to stir controversy and interest – it seems to have succeeded

These days, if you walk around Vilnius, you’re likely to run into posters showing a red chair wrapped in plastic with a message above it that says “Neik į teatrą” (Don’t go to the theatre). You might then be surprised to find out that it is the Lithuanian National Drama Theatre (LNDT) that actually ordered the production of these very posters.

The creative marketing campaign to promote the new 84^th season of Lithuania’s premier cultural institution has stirred a significant amount of controversy in the lazy hazy days of August – which was it actually aimed to achieve in the first place.

Does high culture need a scandal to thrive?

However, it’s that very search for controversy that is part of what has made the promotional campaign, designed by TRUTH agency, controversial in the first place.

One can only imagine that the idea of this message, coupled with the wrapped chair, seeks to play on reverse psychology strings in the viewer’s psyche, stirring people to do quite the opposite of what the message invites them to do.

It is surprisingly gratifying and good to see that the response in the public space to this rather simple communication move is so high. The campaign has reminded the public that theatre exists and that the new season is coming, not only for our theatre,” commented Antanas Obcarskas, one of LNDT’s artistic directors.

According to LRT (Lithuania’s national broadcaster), however, smaller and independent theatre companies have failed to find the humour and irony in the message and have instead raised concerns that this could turn people away from culture. They also think that it’s arrogant on the part of LNDT, a state-funded institution, to tell people not to go to the theatre, given how it doesn’t have to compete for survival on the market.

Apparently, the poster in question is just the first step in a larger campaign. Next week, during a press conference the meaning behind the message and a preview of the theatre season will be presented to the public.

The organizers are of the opinion that the campaign is already working because it’s gotten the public’s attention, and now there’s more talk about theatre and culture in the country than before.