At the very beginning of the work, the existing issues were the basis of the research, and that is insufficient motivation of students to visit cultural institutions, primarily the theater. According to the problematics, socio - economic factors influencing the motivation of students and the activities they spend most of their time are examined. Also, one of the goals was to explore the theater's view of the problem and find out if they are doing anything on that field. Based on the research conducted, it was concluded that the student's motivation was influenced by the previous experience of the theater visit and the field of science of the current study. Therefore, cultural institutions should work on the motivation of students to create a habit of going to the theater to be transferred to their student days as well. It needs to work from the very beginning, because as the research has shown, habits created play a significant role in later life stages. Furthermore, students are quite uninterested in visiting the theater, suggesting that they simply prefer to spend leisure time in some other way. This is an important part of the theater as a cultural institution that has to design ways to encourage students to choose the theater instead of some other leisure activities. Theater institutions have recognized the issue of small theater visits, and they have begun taking appropriate measures. When taking these measures, it is important that the current low attendance of the theater by students should not become even smaller.