This article is of theoretical nature. It analyzes the operating conditions of stage direction in the post-Soviet theatre, the period when the market economy and consumer society were formed. In the cultural space, generally reduced status of an artist could be noticed, in comparison with the previous generations, referred by the author to the modern era. In this context, there are reviewed the new ways to adapt to the market, public, to find popularity or new approaches to public relations. It is concluded that not only the status of the post-modern stage direction significantly changed but also its creative psychology did.