In the times of financial crisis theaters faced a difficult task of selling a product which is an art, getting the interest of customers and competition with the consumer lifestyle of the Poles. Advertising has therefore become one of the most important elements supporting the sale of cultural goods. The article presents the most commonly used in Polish theaters marketing tricks through the eyes of the viewer. Does the effective promotion of the theater ecame a manipulation? Yes. The essence of advertising is in fact in this phenomenon. Discounts, competitions and other promotions are effectively attracting audiences, satisfying their spiritual needs, while proving that the marketing tools are using not only by institutions not related to the cultural sector, but were also used in advertising cultural events.

In the times of financial crisis theaters faced a difficult task of selling a product which is an art, getting the interest of customers and competition with the consumer lifestyle of the Poles. Advertising has therefore become one of the most important elements supporting the sale of cultural goods. The article presents the most commonly used in Polish theaters marketing tricks through the eyes of the viewer. Does the effective promotion of the theater ecame a manipulation? Yes. The essence of advertising is in fact in this phenomenon. Discounts, competitions and other promotions are effectively attracting audiences, satisfying their spiritual needs, while proving that the marketing tools are using not only by institutions not related to the cultural sector, but were also used in advertising cultural events.