The Bolshoi Theatre and the MAER combine technology and culture for millions of viewers

The State Academic Bolshoi Theatre of Russia and the MAER media holding have signed a partnership agreement. In the year of its 250th anniversary, the country's main theater receives a new communication partner who will promote its productions and cultural projects throughout Russia.

The partnership between MAER and the Bolshoi Theatre will unite one of the country's most recognizable cultural symbols and one of Russia's largest communication ecosystems. The goal of the partnership is to make the events of the Bolshoi Theater part of the national agenda, to take the conversation about culture beyond the boundaries of theatrical circles and the professional community.

MAER uses the full range of its technological capabilities: the federal network of digital media facades, indore platforms, own and partner media. Special attention will be paid to the anniversary projects of the Bolshoi Theater, new productions, as well as to the people who create the modern history of the legendary stage — artists, directors, conductors, artists and teachers.

The media holding is convinced that culture is as much a strategic resource of the state as education, technology or the economy. Making great Russian art visible to millions of people, helping it to sound louder and find a new audience — this is how the MAER sees his task within the framework of the partnership.

"The Bolshoi Theatre is a place where the cultural code of Russia has been forming for generations. Here, the story is not stored under glass, it continues to live on stage. We want Russian residents to come into contact with this unique scene as often as possible. Because great culture teaches you to feel, empathize, remember and be proud of your country. This means that it helps to preserve what makes us a united people," said Konstantin Mayor, owner and CEO of the MAER media holding.

As part of the partnership, it is also planned to launch a series of special multimedia projects dedicated to the history of the Bolshoi Theatre, its artists and outstanding productions.

For the media holding, this cooperation was a continuation of the already established cooperation with the country's largest theater. In June 2026 alone, the media holding sent the audience more than 20 million digital invitations to the Bolshoi Theater productions.