In the external communication of theatres there is a number of „communicative tasks” (T. Luckmann 1986) that have to be completed. In regard to these tasks, a broader communicative struc-ture of texttypes and genres has developed, which can be referred to as a „communicative ecology”. At the beginning of the paper this complex structure is briefly presented. Subsequently, the paper deals with two important components of the ecology in the external communication of theatres: the physical and the virtual communication space. The objective of the paper is to describe the typical characteristics of place-bound texts in the physical space and texts in the digital space of the cultural institution „theatre”. In this way it should be explored how (that is, on the basis of which linguistic elements and other semiotic resources) and for what purposes the institution „theatre” communicates through its place-bound and digital texts with its (potential) customers. As texts in such „genre networks” (K. Adamzik 2011) are related to one another, the paper also aims to determine the intertextual relations between the analysed texts in both communication spaces.