Why strong theatres lose audiences: recording from Sold Out’26

All articles

Author REDIN team

Reading time 2 min

Date 30.04.2026

Type News

Even with strong productions and high-quality work, theatres may struggle to fill seats — often the issue isn’t the performance itself, but how it looks and communicates with its audience.

In March, Sergey Redin spoke at the Sold Out’26 conference посвящённой event industry and related fields. The recording of the talk is now available.
In his presentation, Sergey explored the role of branding in theatre and cultural projects: why even a strong product can lose its audience, how visual language shapes perception, and which communication mistakes reduce interest. Special focus was placed on a systematic approach to branding — from strategy to visual execution — and how it helps increase value and attract new audiences.
The talk includes real case studies with “before / after” examples, demonstrating how branding changes impact perception and sales.
Sold Out’26 featured a strong program and brought together many industry experts. We recommend exploring the event materials if you’re interested in event marketing and the development of cultural projects.
We’re glad to have been part of this event.
Watch the recording: https://vkvideo.ru/video-212027655_456239114