This paper points to the forms and principles of guerrilla marketing as well as its presence and connection to the culture and the cultural institutions situated in Croatia. Guerrilla marketing represents a new advertising concept that dates back to the late twentieth century and lasts still to this day. Its impact marked a paradigm shift in relation to a larger deficit of monetary funds and gave power to smaller companies and even to those big ones that have already established their market dominance. By doing so, it became a way of living even in culture and cultural institutions such as theatres. Thus this paper focuses, in its core, considers and points out the types of guerrilla marketing by describing and drawing a parallel with marketing activities and methods contained in urban theatres across the regions of Croatia. The emphasis of the paper rests upon the presentation and analysis of marketing methods and activities of the urban theatres in regards to the connection with guerrilla marketing. The paper consists of several parts. The introduction briefly describes the initial principles of guerrilla marketing and also puts an emphasis on the connection between it and theatre practices. The second part defines the history of guerrilla marketing while the third one explains the meaning that lies behind the term „guerrilla marketing“ in regards to its differences with the traditional marketing. The fourth part describes the types of guerrila marketing, while the fifth debates about its effects. The sixth part presents and gives a detailed analysis of the aformentioned theatres and their marketing methods and activities in regards to their positioning in their respective regions. The seventh part reflects upon the focal points of this paper, while summarizing and concluding the entire paper.