OPERA was quickly losing audience and brand awareness IN THE UNITED STATES starting in the early 2000’s. A disruptive solution was needed to reinvigorate the brand and generate new audiences for the future.
Created a LIVE, event cinema series in movie theatres nationwide to bring Opera performances to local audiences while cross promoting the Opera event cinema series in front of Hollywood blockbuster film titles
“Eventized” each broadcast into theatres with special access to back stage happenings, interviews from performers, building of the sets, creation of the costumes, history of the Opera itself
Partnered with Radio to host the LIVE theatre events while also cross promoting in exchange for onscreen recognition in the broadcasts.
Engaged local, performing arts centers to support the Opera series and offer as value add benefits to their local members
Most successful event cinema series to date entering its 13th season in theatres
Attendance remains strong and significant incremental revenue generated for Opera
Participating theatre scale has grown to over 1000 screens per event in the United States
Opera in theatres has expanded to 50+ countries internationally
Opera brand now widely recognized by audiences of all ages worldwide