The purpose of the article. Consideration of reformist ideas in the artistic and creative activity of innovator directors of the late XIX - early XX centuries as a radical artistic phenomenon that changed the whole theatrical process of performing arts. The methodology consists in the application of empirical, art history, analytical, axiomatic methods of research of the concept of directing as a professional activity that arose at the turn of two centuries and laid fundamental changes in the whole artistic process of the director and performer of theatrical form. The novelty lies in the empirical analysis of the paradigm of directing, its phenomenal ideas of the search for a radical reform of acting and the whole performing arts in general. Conclusions. The profession of a director is of particular interest on the way to its formation as well as any artistic phenomenon, which due to its scale at birth contains the maximum number of opportunities. The evolution of theatrical, spatio-temporal visual forms gave impetus to the emergence of grandiose changes in the entire stage system, as well as the realization of this fact by most theater figures. And today in the performing arts it is desirable to dominate the interest in the means of enhancing acting expressiveness, improving psychophysical technique. Modern filmmakers must seek and propose ways to expand acting, the power of its impact on the audience, namely, one or another means of merging experience and conscious reflection in the creative process, various principles of association in their relationship with the general concept of theatrical synthesis.