MAPPING CULTURAL GEOGRAPHY THROUGH DRAMATIC AND THEATRICAL HERITAGE: THE POTENTIAL OF THE BUDVA THEATRE CITY FESTIVAL IN THE FIELD OF CREATIVE INDUSTRIES

Abstract

The part of the repertoire of the Theatre City Festival in Budva based on dramatic texts related to local cultural history holds extraordinary potential for the creation of content in the field of creative industries. Such content was one of the key elements in the creation of the festival’s identity. These plays have become embedded in the community’s memory – they are a gallery of real and imaginary heroes (Kanjoš Macedonović, Konte Zanović, Don Krsto, Jegorov put, Skočiđevojka, etc.). Mapping the spaces of these performances also speaks of the living places of social dynamics. By developing projects which produce a culture of memory in the field of creative industries, such spaces can be made into places that materialize the memory of their heroes. In this way, an innovative cultural geography can be created through the use of design, multimedia, photography, as well as publishing production through the creation of artifacts that represent the merchandising production (program) of the festival itself. The creation of products based on the works of artists and creative entrepreneurs who interpret the dramatic and theatrical heritage of the festival can be driven by cultural and economic aims. Such new products can be placed in a public space, but more importantly, they can be the subject of distribution and sale in the art souvenir market, as examples of a unique and innovative artistic offer.