. And in all this hard work, in the most disparate sectors and I never once had to deal with theatrical marketing .A relationship that asks to be increasingly understood as a continuous exchange: the audience today seeks the sharing of the theatrical experience, not only on social media but also among spectators and with the artists themselves, they want a relationship that is true and authentic, that goes beyond the distance that existed between the acclaimed artist and his audience. As Simone Pacini (@fattiditeatro) also tells us, “the 2.0 spectator creates and searches for keys to get in touch with the work of art, breaks down barriers, involves new spectators”, therefore the role of the spectator itself has profoundly changed with the advent of digital and web 2.