You know someone who knows someone who is in power; this is the way they have the things done.
The agent would bring tickets for distribution to every enterprise and school in his area and the person responsible for "culture sector" would organize collective visit to the theatre.
This is how most Russian people have developed their taste for live performances.
Movie theatres are also becoming popular in Russia and they are equipped with the latest sound systems.
One can still get a university education for free by passing the entrance tests (exams), but the universities have to decrease the number of students studying on a free basis because of poor state financing.
Since both education and culture facilities used to be widely available, Russians can be considered a highly cultured nation.