Aivar Mäe, the head of the Vanemuine Theatre in Estonia, shared insights in an interview series about the decision to change the theatre's name to a 'national theatre.' This change was primarily aimed at enhancing the theatre's profile for international export opportunities. Mäe expressed that the idea of renaming has been in discussion for over a year, with initial talks dating back to 2006, demonstrating a long-term vision for the theatre's evolution.

Mäe reflected on the grand unveiling of the new sign, which occurred approximately two weeks ago, highlighting the festive atmosphere on the opening day, February 20. The change in name has been met with anticipation and excitement from both the theatre staff and patrons, suggesting that it marks a significant milestone in the theatre's identity and ambitions.

Dramatic leader Tanel Jonas commented on the new name, indicating that it instills a greater sense of responsibility among the theatre's team. The name change is viewed not just as a rebranding, but as a step towards elevating the theatre's status, and there are plans for other international theatres to follow suit, indicating a broader cultural shift in how regional theaters approach their identities and marketability.