In discussions with cinema exhibitors on their conversion to digital projection, the question of presenting alternatives to movies usually arises given that they will no longer be tithered solely to the film reel. One of the most successful of the alternative content providers to cinemas is the Metropolitan Opera Company's HD-Live Program.
Transmitted from the Lincoln Center in NYC, which is the largest (at 3800 seats) and most respected opera house in the world, the Met's HD-Live performances are carried by over 1900 cinemas in all 50 states and in 64 countries.
"The Met's future was on a downward course. We needed to reach more people with our art. That was the purpose and goal of the HD-Live Program and it proved to be a success beyond our wildest expectations," states Peter Gelb, the Met's General Manager and mastermind behind HD-Live, "It provided the huge boost in revenue that the Met really needed." And with over 1600 full-time staff members and a 12 month production schedule the Met's annual budget exceeds $300 million. Full use is made of its stage, which is 150ft. deep and 10 stories high! Says, Peter Gelb, "We run our productions like sporting events, not only in the way they are managed but also in the way we use today's broadcast technology."
Featuring 12 productions for the 2012-13 HD-Live season, the Met encourages cinema participation and transmission requirements are easily meet by the current digital cinema projection systems. Launched in 2006, HD-Live at the Met has sold over 10 million tickets and has won both an Emmy and Peabody Awards.
The Met's HD-Live Program is one way cinema exhibitors can expand their market reach and get patrons into their theatre which may normally never attend movie presentations. If interested simply go to the Met's website (www.metoperafamily.org)
and fill out the on-line Cinema Questionnaire.
Jim Lavorato
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