ENThis article explores international theater festivals in three Baltic countries – Baltoscandal in Estonia, LIFE in Lithuania, and Homo Novus in Latvia – as agents of change and internationalization within the performing arts field in the 1990s. A comparative analysis of the titles, intentions, programs, and leading personalities reveals that festivalizing processes have determined not only the development and perception of theater and performance culture, but also wider processes in cultural policy in the respective countries. Willmar Sauter’s theory of the theatrical event and Dragan Klaic’s research on festivals form the theoretical background of this article. Keywords: Festival; Baltic countries; Baltoscandal; LIFE; Homo Novus; theater; performing arts.