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The article analyzes the influence of mass culture on theatre experiments of Italian futurists. Mass culture is considered to be an opposition of elite or high culture because its production has a standard character, it is aimed at entertainment and it is commercial, while high culture is aimed at creating new esthetical experience and serves as a source for mass culture where it is reproduced in a reduced way. However, the study of Italian Futurist theatre of 1910–1920s reveals that it was mass culture that served as a source for the transformation of high culture and the creation of new language of theatre. In particular, Italian futurists turn to such forms of shows as variety theatre and music hall and borrow a number of their practices. In their theatre experiments they aim at changing the idea of theatre and separate it from literature as a different art genre. In order to do so they deny the dominating character of text in favour of other means of expression. Although Futurism as one of avant-garde movements, without doubt, belongs to high culture, it redefines the notion of public and turns to mass audiences trying to get them out of the state of passive perception by attacking their senses instead of their intellect. The avant-garde aims at transforming the world by means of art, and to solve this task it sometimes adopts the formal elements belonging to mass culture.