Met: Live in HD Marketing Plan

Met: Live in HD

Lorraine Goodman,
Joshua Lenihan
Osman Rathore

Table of Contents
• Industry Analysis & Competitive Landscape
• Entertainment Industry trends, size, growth, market structure
Upfront • Key Players & Distribution
Preparation • Leisure Habits
& Analysis

• US Rates of Exposure / Age Demographics
• Met Opera Position, Environment, Revenue Streams
• Background HD
• HD Attendance Statistics
Opera & HD
• Customer Acquisition / Retention Profiles

• Public Relations / Press
• Best: LA Phil
Smartest & • Worst: Invitation from Placido Domingo (see trailer)
Dumbest • The Met: Live in HD’s current marketing
Tactics

• Wordles
• Perceptual Maps
Survey • Other
Results • Business Objectives / SWOT

Table of Contents (cont’d)
• Brand Positioning Statement
• Sources of Volume / Product Line
• Branding Strategies / Dedicated Website
Branding • Pricing, Geography and Budget

• Trade & Intermediary Plans
• Direct Mail
• Public Relations / Sample Press Release
Traditional
Media • Trailers & Posters

• Google Ads
• Hallmark Holidays
Newer • Experimental: Groupon, Brand Ambassadors, InMobi, Sweepstakes, Stealth / Viral / Buzz
Media

• Customer Touchpoints
• Integrated Marketing Flowchart
• Prioritization
Conclusions • Risks & Hedges

Executive Summary

In 2006, Peter Gelb, the new General Manager of the largest opera company in the world initiated a series of
real-time transmissions of opera performances: Live in HD. The cinemacasts achieved instant success, and in
the subsequent years has grown in popularity by all metric standards. It has failed, however, to attract younger
crowds or change attitudes among younger, afﬂuent and well-educated demographic – the demographic that
traditionally frequents cultural events."
After an examination of the Metʼs current marketing strategy, we have determined one key issues that could be
affecting this trend: the Met currently views the HD series as a natural extension of the performances it shows
in-house. While this is a natural extension, it fails to acknowledge the differences and opportunities the HD
series offers."
Our marketing survey attempted to learn more about the entertainment choices of our target demographic (25 –
45, urban, educated and relatively high-income) and elucidate the inherent barriers to opera attendance. "
The results indicate that (A) young people still view opera as “Boring;” (B) they are generally unaware of the
Live n HD broadcasts, and (C) a majority might be willing to try opera if the price is right. "
The following marketing plan attempts to address these issues by: spreading awareness, rebranding the HD
series as a potent, separate form of entertainment, and, hopefully, reaching a younger, hipper demo and
psychographic."
"

Background

Industry Analysis

Competitive Landscape

History of Met Opera & HD

Best / Worst Practices

Entertainment Industry
Share of Market: Revenue Share of Market by number of
(Total = $30.4B) organizations (Total = 9231)
Dance
Companies
Opera 2% Dance
Symphony Companies Opera Companies
Orchestras 2% Companies 6%
5% 2%
Theater Symphony
Companies Orchestras
15% 9% Spectator
Sports
44%
Theater
Spectator
Companies
Sports
39%
76%

•  By revenue, spectator sports dominates the industry.
•  Opera companies are a small fraction of both the total
number of firms and the share of market revenue

Source: Harvard Business School, Case 9-509-033, Mar 2009.

US Market Structure
Musical Theater
Hollywood (filmed for big
Blockbusters
screen)
At originating Cinematic
Venue productions
Independent
Cinema
Recorded
consumer media Special events
(DVD etc)
Met Performances
(Live and Encores)
Spectator–oriented
entertainment & Concerts (Live and
Movie theaters recorded) Opera
performing arts*
All other Opera
Companies
Sporting events
Internet/mobile (Live and recorded) Dance (Ballet)

Performing Arts
(Live Streaming Classical/
TV Orchestras
and encores

Broadway Musical
Theater

Broadway Theater
(non-musicals)

*This would exclude entertainment where the consumer participates in a hands-on way e.g. theme parks etc.

Live Music, Sports & Event
Promotion in the US
Key Industry Statistics (2010)

Annual Growth Predicted Annual
Revenue
(06-11) Growth (11-16)
•  $22.4 bn •  2.4% •  3.0%

§  Lower ticket prices will boost attendance, sales of merchandise and
concessions
§  Attendance and ancillary spending at lower-priced events have boomed
§  Promoter numbers have grown as the web makes it possible for almost
anyone to enter the industry

IBISWorld
Industry.
“Live
Music,
Sports
&
Event
Promotion
in
the
US:
71133”
IBISWorld
Industry

Report,

February
2011
(July
26,
2011)

Promotion in the US
•  Consumers’ willingness and ability to
attend events is heavily influenced by
their disposable income

•  Reduced average ticket prices is
anticipated to lead to stronger earnings
among the industry’s largest players

•  Total revenue for the Live Music, Sports
and Event Promotion industry is
projected to grow at an average rate of
3.0% per year in the five years to 2016

•  Merchandise, food and beverages, are
expected to continue to rise

IBISWorld
Industry.
“Live
Music,
Sports
&
Event
Promotion
in
the
US:
71133”
IBISWorld
Industry

Report,

February
2011
(July
26,
2011)

Promotion in the US
Whose Attending? What are they attending?

IBISWorld
Industry.
“Live
Music,
Sports
&
Event
Promotion
in
the
US:
71133”

IBISWorld
Industry
Report,

February
2011
(July
26,
2011

Consumer Spending on
Admissions, 2009

Movie Theaters
industry
in the US
Annual Growth
(06–11) :
0.8%

Annual Growth Regal AMC Cinemark
(11–16) :
Entertainment Entertainment Holdings Inc.
1.5% Group Inc. •  10.7%
•  23.5% •  20.0%

IBISWorld.
"Movie
Theaters
in
the
US:
51213"
IBISWorld
Industry

Report,
June,
2010
(July
26,
2011).

Movie Theaters Industry in the US
Key Players in the Where they make their
Industry* $$

Regal AMC Cinemark
Entertainm Entertainm Holdings
ent Group ent Inc. Inc.
•  23.5% •  20.0% •  10.7%

*For
information
on
joint
venture
with
Fathom,
please
see
slide
about
CineMedia
and
Fathom
Events

IBISWorld.
"Movie
Theaters
in
the
US:
51213"
IBISWorld
Industry
Report,
June,
2010
(July
26,
2011).

Movie Theater Trends

Ø  The 2 most important motivators to attend a movie are the
movie-going experience itself and demand for a particular
movie
Ø  At least 67% of Americans go to a movie at least once a year
Ø  40% of movie goers are between the ages 12 and 24
Ø  1/3 of parents attend movies with their teenagers
Ø  Adults who attend college go to movies more frequently than
adults not college educated

IBISWorld.
"Movie
Theaters
in
the
US:
51213"
IBISWorld
Industry

Report,
June,
2010
(July
26,
2011).

Performing Arts
and Hollywood’s push

•  Surge of musical
theater Broadway hits
being released in
Hollywood

•  The influx of these
movies has made
Musical Theater
appear “cool”, “hip”,
and socially
acceptable

•  Last year, Black Swan
pulled in $104 million
from the box office

Source:

boxoﬃcemojo.com

Percentage of U.S. Adult Population Attending Arts
Performances
1982 – 2008*
20%

18%

16%

14%

12%
Musical Plays

10% Plays
Classical Music
8%
Opera
6%

4%

2%

0%
1982 1992 2002 2008

*Sarah Sullivan Tom Bradshaw, Ellen Grantham, and Kelli Rogowski "National Endowment for the Arts: Arts
Participation 2008 Highlights from a National Survey," in National Endowment for the Arts, Office of Research &
Analysis ed. Washington National Endowment for the Arts, DC. (Washington, D.C.: Sunil Iyengar, Director 2009).

Source:
As
printed
in
the
National
Endowment
for
the
Arts
NEA
Research
Note
#102

April
2011:
Time
and
Money:
Using
Federal
Data
to
Measure
the
Value
of
Performing

Arts
Activities

Preferred
time
of

attending

Performing
Arts

Time
of

broadcasts
on

the
East
Coast

Rate of Exposure to Live Performances
1982 – 2008

Attended Watched on Listened Listened on
Accessed on
Live TV / VCR / on Radio Recordings
Internet
DVD
Classical
13% 25% 20% 22%
Music
1982 n/a
Opera 3% 12% 7% 8%

Classical
12.5% 26% 31% 24%
Music
1992 n/a
Opera 3.3% 12% 9% 7%

Classical
11.6% 18.1% 23.9% 19.3% 1.3%
Music
2002 (exploring
Opera 3.2% 5.8% 5.7% 5.5% all music)

Classical
9.3% 17.8% (all broadcasts or recordings) 30%
Music
2008 (exploring
Opera 2.1% 4.9% (all broadcasts or recordings) all music)

Source:
Tom
Bradshaw
and
Bonnie
Nichols,
"2002
Survey
of
Public
Participation
in
the
Arts,
Research
Division
Report

#45,"
ed.
National
Endowment
for
the
Arts
by
BBC
Research
&
Consulting
Prepared
for
the
Research
Division,
Denver,

Colorado
(Washington,
DC
2004).
2008
numbers:
Tom
Bradshaw,
"National
Endowment
for
the
Arts:
Arts
Participation

2008
Highlights
from
a
National
Survey."

Expenses: Met vs Rest of US Opera
Companies
Ø  The Metropolitan Opera is by far
the largest Opera company in the
U.S. 2008

Ø  Its expenses constitute nearly 2006
30% (and growing) of all 2004
expenses by professional opera
companies, while performances 2002

constitute less than 20% of total 2000
performances
1998
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Everyone else Expense @ Met
Number of Performances
Met vs Rest of US Opera Companies

2006
2005
2004
2003
2002
2001
2000
1999
1998
0% 20% 40% 60% 80% 100%

Everyone else No. Perf @ Met
http://www.operaamerica.org/content/research/consult.aspx

Met
numbers
from
The
Metropolitan
Opera
Annual
Report,
2007-‐2008

and
2008-‐2009

Competitors
Metropolitan
Opera
Live Events in HD CineMedia /
Rock Concerts
Fathom Events

Sports Events

European Opera
Emerging
Pictures
Ballet

Sports
Cinedigm
Rock Concerts

CineMedia / Fathom Events

Ø  FathomEvents broadcasts to more than 16,000 digital screens in more than
170 markets coast to coast,

Ø  Delivers entertainment, sports events, and even religious gatherings to movie
theaters across America.

Ø  Broadcasts include Special event features like behind-the-scenes footage,
backstage interviews and surprise bonuses at every Fathom event. 1
Ø  Fathom Events division distributes live and recorded programs to theater
screens, including concerts, sporting events, and corporate meetings. National
CineMedia is a joint venture between theater operators Regal Entertainment
(38%), AMC Entertainment (31%), and Cinemark (26%).2

Ø  FathomEvents takes a 50% revenue share of all HD ticket sales. This deal is
more favorable to the cinemas than for Hollywood movies, which typically pay
anywhere from 10% to 50% of box-office receipts.3

Sources:
1.
FathomEvents.com;

2.
Hoovers:

ezproxy.library.nyu.edu:32890/H/company360/
competitiveLandscape.html?companyId=111850000000000;

3.
Harvard
Business
School

Case
Study,
Harvard

Business
School
9-‐509-‐033
(2009):

Competitors: Key
Numbers
Ø  National CineMedia and its Fathom
division rule the market; it’s nearest
competitor in the Opera caregory
doesn’t even come close.

Ø  12% of CineMedia’s revenues come
from Fathom Events

Hoover: http://ezproxy.library.nyu.edu:30862/H/company360/
earningEstimates.html?companyId=111850000000000

CineMedia Earning Projections

Sources:
.
Hoovers:

ezproxy.library.nyu.edu:32890/H/company360/competitiveLandscape.html?
companyId=111850000000000

Cinedigm Revenues

Note: Although Cinedigm does
broadcast live events
(sports, rock concerts) in
movie theaters we do not
plan to source new users
from the demographic they
serve. (see "sources of
volume" slide)

Source:
Marke,ng
to
Sports
Enthusiasts,
June
2011,
Mintel

Key Information on
Metropolitan Opera &
HD initiative

Age of Consumers of
Attending Live in HD Broadcasts

2% 2% 3%

9%

Under 24
25-34
24%
60% 35-44
45-54
55-64
65+

Ø Mean age: 65 years

*Source: Shugoll
Report

The Met:
Position &
Environment
Metropolitan Opera
Ø  Largest & One of the oldest
performing arts institution in the
world
Ø  Venue: 3,800 seats -- Annual
attendance: 780,000
Ø  Average age of audience member
= 65 à and rising

My aim is to strip away the veil of elitism. This is opera for the widest possible audience.
-Peter Gelb, General Manager, The Metropolitan Opera

The
Metropolitan
Opera:,
http://www.metoperafamily.org/metopera.

Technological Advances in Opera
1849 • Paris Opera uses electric light in “Le Prophete” to create the illusion of a rising sun

1878 • Don Pasquale transmitted from one room to another via telephone lines in Bellinzona, Switzerland

1881 • Stereo sound demonstrated for the first time in history from the Paris Opera

1891 • Opening of Massenet’s Le Mage in Paris transmitted to London via telephone

1900 • Sound movies of opera arias demonstrated

1910 • Lee De Forest broadcasts two live performances from the stage of the Met

1931 • First network radio broadcast: December 25, 1931 — a performance of Engelbert Humperdinck's Hänsel und Gretel.

1938 • Cinderella opera commissioned for TV by the BBC

1940 • First US opera telecast, W2XBS, NYC, “I Pagliacci.”

1943 • First telecast of a complete opera (Hansel and Gretel), Schenectady, NY

1951 • First opera written specially for television, Gian Carlo Menotti’s “Amahl and the Night Visitors” is broadcast in the US by NBC.

1952 • Met Carmen cinemacast live to 31 theaters in 27 cities

1973 • NBC broadcasts Carmen in color

• Met Opera radio network goes stereo
1976 • NYCO’s -- Barber of Seville starring Beverly Sills is the 1st ever live opera transmitted with subtitles

1977 • Met begins a regular series of televising productions w/ “La boheme.”

1986 • Lucia ‘plazacast in Basel, Switzerland

1990 • Seattle Opera’s War & Peace – first opera broadcast in HDTV

1991 • NYCO uses large Sony HDTV monitors on either side of the stage to offer the audience a closer

• Met channel launched on Sirius Radio, presenting 3 – 4 live broadcasts of operas each week ; Met Butterfly ‘plazacast’ in HD; Dec 30: LIVE IN HD premiere of
2006 Met’s Magic Flute

Metropolitan Opera’s Revenue
Endowment, 7.30%
Media, 7.80%

Other Income, 6.50%

Contributions,
45.30%

Box Office, 33.10%

Ø  Met’s current operating model is heavily reliant on contributed income
(between 1997 – 2009, contributed income fluctuated from 33 – 45+%
of annual budget)

Source: Metropolitan Opera Annual Report, FY 2009

Background: HD
Launch of Live in HD:
Ø  launched December 30, 2006 with Julie Taymor’s
popular production of The Magic Flute
Ø  With 60 production assistants, 15 cameras -- costs approximately
$1.1 million per opera
Ø  First broadcast: 100 screens to ~ 21,000 people
Ø  Initiative followed advent of Sports and Rock Concerts HD
broadcasts
Ø  Grew in revenue, number of screens, and tickets sold
Ø  2010 Season: 1500 screens to more than 2.4 million people
Ø  However the product has failed to appeal to a younger crowd.
Ø  Average Age: 65

Met s Mission: …sustaining, encouraging, and promoting musical art, and educating the general public
about music, particularly opera"

Numerous Sources including: Met Annual Report, Metropolitan Opera Website, Various issues NY Times

Operas Transmitted Via Live In HD From The Met
Dec 2006 – Sept 2007- Sept 2008 -- Sept 2009 – Sept 2010 –
June 2007 June 2008 June 2009 June 2010 June 2011
La Damnation de Les Contes
Barber of Seville La Bohème Das Rheingold
Faust d’Hoffmann
La Fille du
Eugene Onegin Doctor Atomic Der Rosenkavalier Boris Godunov
Régiment
Lucia di
The First Emperor Hansel & Gretel Carmen Don Pasquale
Lammermoor
Simon
Magic Flute Macbeth Madama Butterfly Don Carlo
Boccanegra
Opening Night w/ La Fanciulla del
I Puritani Peter Grimes Hamlet
Renee Fleming West
Manon Lescaut
Il Trittico Orfeo ed Euridice Armida Nixon in China
(Puccini)
Iphigénie en
Romeo & Juliette La Rondine Tosca
Tauride
Lucia di
Tristan & Isolde Salome Aida
Lammermoor
La Sonnambula Turandot Le Comte Ory

Thais Capriccio

Cenerentola Il Trovatore

Die Walküre

Numbers Of Live Operas Attended In Last 2
Years among HD Viewers

None
10 or more 18%
operas
25%

1 to 2
18%
5 to 9
22%
3 to 4
17%

Shugoll
Research,
"Metropolitan
Opera
Live
in
HD
Survey.”2008,

page
13

Customer acquisition-retention
profiles
Previous research on the Live in HD program found the following:*
Ø  Significantly higher percentage of individuals in the 22-54 yr old group (compared to the
55-64 yr and 65+ yr groups) had neither attended live Opera nor a previous Live in HD
transmission.
Ø  79% of those that have never attended Opera before indicate they are very likely to attend
another broadcast
Ø  70% of First-time HD attendees indicate they are very likely to attend another broadcast
Ø  69% of 22-34 yr olds and 75% of 35-44 yr olds indicate they are very likely to attend
another broadcast
Ø  The number above are reasonable estimates of future behavior as, overall, the Live in HD
performances have a high return rate (74% had attended an HD transmission before).

Implication for Marketing Plan
New Customer acquisition will be our key focus since the data
suggests that once the consumer has “sampled” the product
the return rates are high. à Get them in the door!!

*Based on Shugoll Report, Prepared for Opera America, July 2008

HD: The Launch
Feature articles in:
Best: Lots and Lots of PR
Ø  The New Yorker
Ø  Vanity Fair
Ø  Variety
Ø  Opera News
Ø  New York Times

Ø  Oprah Magazine
Ø  Vogue
Ø  Macleans
Ø  And others…

Some Competitors
Ø “Cinema” / “Movie”
repeated several times
Ø 3D -- prominent
Ø Carmen: Link to buy tickets
is clear
Ø Giselle link for tickets?

Opera News, April 20 2011

One of the Worst

Ø  This online trailer, inviting music lovers to purchase tickets for the HD broadcast of
the Jerusalem Philharmonic features World-famous tenor, Placido Domingo
Ø  While trailer does feature a “Star” in the Opera World, it is doubtful those outside the
classical music scene recognize him
Ø  Trailer is poorly shot, lighting is terrible, and impact is negligible.

** One has to wonder at whom this ad was aimed. Demographic that will identify
with Domingo may not be able to access this commercial.

Why did we chose this example as
our “Best Practice?”

Ø  The trailer, website and
magazine ads have same,
unique, identifying colors.
Ø  Dudamel is an appealing, young,
accessible personality
Ø  Trailer gives glimpses backstage
and of Dudamel’s engaging
persona

The Met’s only mention of
the broadcast in Opera
News:

Ø  No full-page ad in
Opera NEWS!!
Ø  Live in HD is SOOO
SMALL
Ø  Does not mention
where to purchase
tickets
Ø  No identifying brand

Ø  There is currently no dedicated website for the
Live in HD broadcasts.
Ø  As a result, the only website lacks flavor and
uniqueness, as well as important information
such as how and where to purchase tickets (The
“tickets” link above is for purchasing tickets to
operas presented at the theater at Lincoln Center)

Ø  Site that hosts trailers and lists schedule is confusing and difficult to navigate
Ø  Ease of purchase is marred, discouraging newcomers

Trailers for HD
(see DVD insert for actual trailers)

Ø  Fathom Events Wimbledon Live in HD
http://mediasuite.multicastmedia.com/player.php?video_uuid=y3r660w3&v=y3r660w3&aid=703232

Ø  Fathom Events: Royal Shakespeare
http://mediasuite.multicastmedia.com/player.php?video_uuid=ou8ml588&v=ou8ml588&aid=700822

Ø  Fathom Events: Memphis
http://mediasuite.multicastmedia.com/player.php?video_uuid=bb36y596&v=bb36y596&aid=634796

Ø  Fathom Events: The Met: Live in HD – Fifth Season:
http://www.youtube.com/v/PFuMXnvc4HQ?f=videos&app=youtube_gdata

Ø  Fathom Events: The Met: Summer Encores
http://www.youtube.com/v/UHLC-gMKWDA?f=videos&app=youtube_gdata

Ø  Fathom Events: A Special Invitation from Placido Domingo
http://www.youtube.com/watch?v=mudqtv2PNs8

Ø  Fathom Events: Grateful Dead
http://mediasuite.multicastmedia.com/player.php?video_uuid=cc3438g4&v=cc3438g4&aid=632093

Ø  Fathom Events: LA Phil
http://youtu.be/ksE5dYADFHM

Ø  Intermission: Karita Matilla hits a high C and does the Splits
http://www.youtube.com/watch?v=Q0rNlqzeyWw

Observations
Ø  Met Trailers are visually stunning but have no narration.
o  While this differentiates them, it also alienates the crowd they want
to attract.
Ø  Unlike the LA Phil trailer, there is no hint of what differentiates this
experience from a typical one in the Opera House. So, if young people
aren’t going to the opera house, the trailer needs to show how this is
different

Ø  Met trailer barely even mentions movie theaters

Ø  Growing medium – needs to be marketed differently than the Opera
House

The simulcasts are not that different from Monday Night Football games. Just as sports teams have discovered that fans
still want to come in and experience the live thing, this will only enhance our live performances in New York City,"

Survey Results
Perceptual Maps
Wordles
Other Charts & Graphs
Key Observations

Implications

Perceptual Maps
“Elitist”

Opera
Dance
Classical/Instrumental

Theater (non-musical)
Independent cinema

“Dull” “Fun”
Musical theater/Broadway

Live music concerts

Sporting events

“Common”

Perceptual Maps
“Intellectual”

“Dull” “Fun”

“Popular”

Perceptual Maps
Higher Income

Younger Older

Lower Income

What is your level of interest in
the following musical genres?
N=210

What is your level of interest in the
following types of entertainment?
N=237

How would you describe the following types
of entertainment? (mark all that apply)

N=182

Theater (non-musical) “Wordle”

Live Music Concerts “Wordle”

Sporting events “Wordle”

Independent cinema “Wordle”

Musical Theater/Broadway “Wordle”

Dance “Wordle”

Classical/Instrumental “Wordle”

Opera “Wordle”

What would you guess is the
average age group of those
who attend the following? N=151

What would you guess is the
average household income of N=151
people who attend the
following?

How often do you attend
the following live events?
N=149

How often do you watch
the following types of
entertainment on
television?
N=142

How often do you listen on
the radio to these types of
music?
N=142

How often do you watch the
following forms of
entertainment online?

N=142

When seeking information on entertainment options, i.e.
performance schedules, where and how to buy tickets,
etc., where do you turn?

N=134

When choosing among entertainment options, which of the
following factors influence your choice? Please assign a
value of importance from 1 – 5, where 1 is not important
and 5 is very important:

N=140

How much would you expect to pay for a
ticket to see the following? N=143

Answer Min Value Max Value Average Value Standard
Deviation

Theater (non- 0 195 55.85 29.53
musical)

Live Music 0 263 62.09 42.65
Best indicator of Concerts

willingness to pay Independent 3 121 15.21 12.81
Cinema
for a movie theater
event Sporting
Events
0 200 53.95 38.26

Musical 0 240 84.91 42.78
Theater /
Broadway

Dance 0 211 49.81 35.76

Classical / 0 225 56.55 34.60
Instrumental

Opera 0 300 85.45 56.18

How likely are you to pay between $20 – $25 to go see an
independent film in a movie theater?

N=128

How likely are you to pay between $20 – $25 to
go see an opera performance?

N=127

How likely are you to pay between $20 – $25 to go see
a live music concert?

N=127

How likely are you to pay between $20 – $25 to
go see any show in a movie theater?

N=127

What role do you generally play
when deciding to purchase tickets
for entertainment?

N=127

How far in advance do you usually purchase tickets for entertainment?

If a live-streaming event of the following events where being
broadcast near you, what would be your level of interest? N=123

If the following were playing at your local movie theater, what would be
your level of interest? N=123

If you had the opportunity to see a live opera performance in a
nearby movie theater, which of the following would affect whether
or not you decided to go?

N=123

Have you ever heard of “The Met: Live in HD”?

Have you seen a trailer for “The Met:
Live in HD”?

N=138

The first word that comes to mind
when you think of opera is?

Gender, Age, Ethnicity

N=136

Residence, Education, Martial Status

N=138

What is your occupation?
(“Wordle”) & Household Income

How frequently do you use Social
Media?

N=121

LinkedIn and Google+ were mentioned
most often in “Other” category

Key Observations
•  Demographics of survey:
–  Gender: ~50% each
–  Median age: ~35 yrs
–  Median income: $66K-$86K range
–  Education: 85% have Bachelor degree or higher
–  Ethnicity: 75% Caucasian

•  Opera is considered boring, elitist, intellectual, foreign. L

•  Key drivers for consumers: (in order of stated importance)
–  Cost of Ticket, Loyalty to Artist, Time of event, Ease of ticket purchase, Location, Entertainment is visually/intellectually stimulating.

•  Only 17% of respondents willing to pay $20-25 to see a show at movie theater.
–  Their average “willingness to pay” is $15.2
–  Cross-tabulation shows no dependence of willingness to pay $20-25 for a show in a movie theater on income level
–  In another question, 37% indicated that if a live Opera performance was being shown in a nearby movie theater they would likely/definitely go if the
tickets were discounted. The number increased to 52% if the tickets were free.

•  52% would likely want to see an Opera performance at $20-25

•  55% of respondents indicate their choice of which entertainment to attend is a joint decision with someone else
–  In another question, 60% indicated that if a live Opera performance was being shown in a nearby movie theater they would likely/definitely go if their
spouse or partner wanted to go

•  52% of respondents purchase tickets 2 weeks or less in advance. Only 5% indicated purchasing tickets on the day of
entertainment.

•  34% indicated some or high interest in attending a live streaming broadcast of Opera near them (with only 5% indicating high
interest). In comparison 57% indicated the same for popular music concerts (with 23% indicating high interest)
–  Responses were similar when asked if they would have interest in attending Opera at a movie theater, however 11% indicated high interest.

•  Nearly 50% had never heard of the Live in HD broadcasts and more than 70% claimed they’d never seen a trailer.

Business Objectives
•  Substantially increase attendance of adults under 50 by re-
positioning the brand
•  Attract younger demographic to:
§  Increase public awareness of Art form
§  Promote brand sustainability and longevity
§  Cultivate potential future donors
•  Continue to “faithfully serve” audience, while also
“reconnecting the Met to a broader public with a multi-faceted effort
to restore the Met's musical and theatrical dominance, excitement,
and glamour.”

SWOT
Strengths Weaknesses

§  Heavy reliance on donors to meet expenses limits
§  Met Opera: One of the premier stages in the world ability to push initiatives that are not broadly
w/ International name recognition / prestige and a approved by the donor base.
long history §  Lack of star-driven recognition for productions, titles
§  Largest performing arts institution in the world need to sell themselves limiting appeal to younger
demographic
§  Ability to attract top talent
§  Have to plan productions 3 to 4 years in advance
§  Strong Leaders: Peter Gelb / James Levine making it difficult to gauge what audiences may
want

Opportunities Threats
§  Younger demographic has a negative perception of
§  Small percentage of American adults (2%) attend Opera (boring , elitist, foreign)
opera – room for growth §  Not substantially expanding customer base: Primary
§  Ability to build a younger audience base demographic attending Live in HD are older (avg age
§  HD broadcasts are a way to introduce the concept of 65) who have previously attended live Opera.
opera to larger and broader audience base §  Pressure on movie theaters to limit showings of
§  Name prestige offers opportunity to differentiate by ‘special events ‘by movie studios in order to have
commissioning new works and hiring directors from more showings of Hollywood movies.
movie and Broadway §  Audience / donor base is aging.
§  Customer retention: Majority of HD attendees §  Gelb could lose traditional audience base / support
surveyed very interested in seeing future through changed programming
performances. §  Other Opera houses are following the Live in HD
model.

Implications of research
Research Implications
Observations for Marketing Plan
Opera is considered boring, Must emphasize the
elitist, intellectual, foreign. accessibility and unique
features of Live in HD
Key drivers for consumers Provide guidance in pricing,
identified distribution
A price point of $15 appears
Willingness to pay data appropriate, but flex-pricing
collected from consumers could help capture consumers
with different price points
Interest level of consumers in Provides a potential basis for
live opera at movie theaters calculating source of volume
captured data

Implications of research (cont’d)
Research Implications
Observations for Marketing Plan
Movie theaters are installing Live in HD must capitalize on
HD and 3D technology to hold this growing trend and stay
on to consumers ahead of the latest
technological advancements
People who have higher Live in HD needs to more
education attend movies and effectively entice moviegoers
performing arts events more to their showings
frequently
Consumers are finding less Live in HD must breakdown
barriers of entry to other these barriers of entry to
performing arts convert these consumers

The Plan

Brand Positioning, Sources of
Volume

Product Line , Strategies, Budget

Traditional Media

Experimental

Brand Positioning
To young music lovers looking for an accessible, intellectually stimulating,
entertainment experience, the Met’s Live in HD broadcasts provides an
experience that integrates world class music, theatre, dance, state-of-the-
art special effects as well as an exclusive backstage pass at an affordable
price. You will walk away enlightened, thoroughly entertained, and
creatively satisfied!

Target audience •  Ages 25-45

•  Accessible, intellectual,
Point of reference entertainment experience

•  Offers insights, interviews and
Point of difference close-ups not available to live
audiences

•  Walk away enlightened,
End Benefit entertained, and creatively
satisfied

Sources of Volume
% VOLUME FROM 2010* 2011

NEW CUSTOMERS 18% 25%

New to Opera genre 5% 8%
Have not seen Live Opera in last 2 yrs
but have seen before 13% 17%

EXISTING CUSTOMERS 82% 75%
Heavy users
(10 or more Live Operas in last 2 yrs 25% 21%
Medium users
(5 to 9 Live Operas in last 2 yrs) 22% 21%
Light users
(1-4 Live Opera in last 2 yrs) 35% 33%

*Estimates based on Shugoll Report, Prepared for Opera America, July 2008

Product Line
Line Extension or Brand Extension?

LINE BRAND
EXTENSION EXTENSION
NAME RECOGNITION NEW DIRECTION

BUILT IN AUDIENCE FROM ATTRACT YOUNGER
RADIO BROADCASTS DEMOGRAPHIC

LIMITS CANNABALISM OPPORTUNITY TO REBRAND

Marketing tool for the in House OPPORTUNITY TO EXPAND
productions REACH

Branding Strategies

Suggestions:

Ø  Create dedicated website with an eye to a more youthful audience

Ø  Crete new logo with emphasis on HD and a sleeker, more artistic feel

Ø  Leverage star power of younger, attractive Opera Stars

Dedicated Website
Current Site:
Ø  Small outpost on main Met website – we suggest a separate, dedicated website
Ø  Only one trailer followed by short blurbs about each opera in the upcoming
season. (Blurbs are not linked to broadcast schedule or further information)
Ø  Link to order Radio Guide (not available by download)
Ø  Small, undistinguished link brings interested consumers to another Met site
that gives detailed information on how to buy tickets, directing consumers to
FathomEvents.com – adding a step that inhibits ease of purchase

Comments: By forcing interested consumers to order a Guide through the mail, the Met
captures contact information for patron and subscriber pleas. However, the
complications may inhibit newcomers.

What’s Missing?
Ø  Easy, obvious link to purchase tickets!!!
Ø  Other trailers and or visuals
Ø  Easy access to synopses
Ø  Twitter , Blog or other community-interest feeds

DOWNLOAD
SEE SCHEDULE BUY TICKETS SYNOPSIS FAQS

This space can be used for Blogs and
customer reviews

ALSO: FAQs should consider points like:
Ø  Are there any "opera rules" I should
know about before I go?
Yes! Witty lyrics are SUPPOSED to make
you laugh (please do). Sad endings will
move you to tears (bring a handkerchief).
Opera stirs the emotions so don't be
shy ... laugh, cry and shout Bravo! (for the
men) and Brava! (for the ladies).
Ø  Is there an etiquette when we're
seated and watching the show?
Turn off everything that can beep, buzz,
ping or ring. How sweet it is to know that
nobody can get at you until the show is
over.
Ø  What do we wear?
Short of shorts and slippers, dress to suit
yourself. You will see some suits, a tux or
two, cultured pearls, shell lei, muumuu of
several lengths, neat aloha shirts. So no
matter if you like dressing up, or taking it
easy, you'll fit right in.

.

Pricing
Current Pricing:
Ø  The average price of $22 for a ticket is approximately based on twice the price of
a regular movie ticket
Ø  Many of the HD regular consumers used to be Met subscribers and will most
likely be willing to pay a bit more
Ø  According to our survey, however, younger customers might easily be enticed by
lower prices

Suggestions: Create a two or three-tiered pricing system. Early purchasers will pay a
premium and receive priority seating. This would be beneficial to elderly patrons
who don’t want to wait on line.
Younger customers, who tend to make purchasing decisions closer to the event,
will have an option of purchasing lower-priced tickets.

Encores Showings can be used for Groupon deals.

*** As evidenced in the chart on the next slide, even with a modest increase, box
office take could increase significantly.

Dynamic Pricing
Seats Sold
Box Office/ TOTAL REVENUE
Cost / Tkt Met Take* (based on 200
Cinema (based on 1500 screens)
seats / cinema)

Current Pricing $22.00 $11.00 200 $2,200.00 $3,300,000.00

$35.00 $17.50 160 $2,800.00 $4,200,000.00

1st Model

$22.00 $11.00 40 $440.00 $660,000.00

Suggested Pricing

TOTAL TAKE: $4,860,000.00

$35.00 $17.50 160 $2,800.00 $4,200,000.00

2nd Model

$20.00 $9.00 40 $360.00 $540,000.00

Suggested Pricing

TOTAL TAKE: $4,740,000.00

$30.00 $12.50 180 $2,250.00 $3,375,000.00

3rd Model

$20.00 $9.00 20 $180.00 $270,000.00

Suggested Pricing

TOTAL TAKE: $3,645,000.00

$40.00 $22.50 160 $3,600.00 $5,400,000.00

4th Model $27.00 $13.50 20 $270.00 $405,000.00

Suggested Pricing $20.00 $10.00 20 $200.00 $300,000.00

TOTAL TAKE: $6,105,000.00

Geography

Ø  Pink “Buttons” indicate location and quantity of screens that
broadcast Live in HD
Ø  Overlay indicates areas with highest concentration of Bands and
Musical groups
Ø  Geographic strategies currently target most major markets and
then some

Map
created
with
Batchgeo
from
zipcodes
culled
from:
http://www.fathomevents.com/
performingarts/event/doncarlo2011.aspx

Budget Breakdown
Total Budget: $2.4
million dollars

Source: 10 – 15%(as indicated by Met source) of total average Marketing budget for
the Metropolitan Opera as indicated in the Annual Report, 2009

Budgeting Rationale
Suggestions:

Ø  Survey Results indicate Website, Google and Trailers are the main sources
of information for entertainment purchases

Ø  70% of respondents, however, claim never to have seen an HD trailer, so
current crop are not effective

Ø  Banner ads are cost-efficient, but growth of “banner-blindness” suggests
other online marketing tactics (such as Groupon, Competitions, etc.) might
prove more effective.

Ø  PR remains a potent source of “buzz” – but shifting to a star-driven strategy
(reminiscent of Hollywood Studio promotions of the 1950s) could drive
interest.

Traditional Media

Direct Mail
PR
Trailers
Posters

Trade & Intermediary Plan
Live in HD performances 
A Weekend Event
Ø  2 – 3 Encore performances
directly after Premieres
Ø  $20 Encore tickets
Ø  Attracting consumers who prefer
attending events in the evening
Ø  Higher ROI from marketing drops

Trade & Intermediary Plan cont’d
Combat Hollywood’s pull on Movie Screens
Offer Movie Theaters a larger percentage of revenue from
ticket sales of Live in HD Encore performances
Ø  Live in HD Encores performances costs little to produce
Ø  Offers possibility of offering even lower price point ($20)
Ø  Counteract Fathom potential objections by offering 80% of ticket
sales ($5 increase per ticket)
Ø  The average number of seats in a newer movie theater is 250

250 * $16 = $4000 revenue in one Encore performance
3 shows * $4000 = $12,000 revenue in one weekend
$12,000 * 500 Movie Theaters = $600,000 profit

Direct Mail
Suggestions:

Ø  Target consumers with Email Newsletters to facilitate dissemination of
schedule information and promote electronic ticket purchases

Ø  Feature performers, spectacle and connections to Broadway, Film or Pop
Culture

Ø  Lower cost of email newsletters allows more content à synopses, Opera
FAQs, etc. can be included

Ø  Email newsletters can also offer free downloads or direct to free streaming
content to pique interest

From Vogue Magazine, April 2009

Public
Relations

Current PR focuses on Metropolitan initiatives and Staff. While successful in finding
placement in high-circulation magazines, survey findings indicate higher interest in
artist-driven loyalties.

Suggestions:
Ø Promote Young, Sexy Stars -- instead of the medium
Ø Create buzz in Vogue, on television (Today Show, late night talk shows, guest
appearances on Reality Contest Shows such as America’s Got Talent, So You
Think You Can Dance, Glee, etc.)
Ø Use star power to drive interest
Ø Ex. Headline in London paper re Royal Opera exclaimed:

Opera Singer Bares Breasts, Sends Septuagenarian
Audiences To Eating Their Monocles

For Immediate Release:

The Peabody and Emmy Award-winning series:
Sample The Met: Live in HD
moves into its sixth season while continuing to
Press challenge opera stereotypes.

Release
With Two Tony Award-winning stage directors, World premieres
and Stars aplenty: the Peabody and Emmy Award Winning Series
continues its quest to make opera hip.

August 16, 2011, New York, NY

The Met’s LIVE IN HD 2011-12 season kicks off on October 15, 2011 with a new
production starring the beguiling and beautiful Anna Netrebko as Donizetti’s Anna
Bolena, the ill-fated queen driven insane by her unfaithful king. Don’t miss Netrebko as
she sings one of opera's greatest mad scenes ever written.

Then in October, Mariusz Kwiecien – the baritone known around the world as “The Hot
Pole”-- brings his rebellious air, dramatic features and bad-boy goatee to the Met for the
ﬁrst time in the title role of Mozart’s Don Giovanni. Directed by 2010 Tony Award®-
winner and current Artistic Director at the Donmar Warehouse in London, Michael
Grandage, this new production will be conducted by James Levine. Intermission features
will include backstage interviews with the handsome “barihunk” as well as primers on
the Italian Don Juan.

Artistic Director, James Levine noted, “It is so exciting and gratifying to see a whole new
generation of world class artists coming into their prime, and this season features many
opportunities for us to hear them at their best.”

www.metliveinHD.org

facebook.com/LiveinHD

Trailers
HD trailers offer a terrific opportunity to capture new audiences as they are
shown before a variety of audiences at no extra charge. However, current
trailers fail to capitalize on enticing new audiences – in fact 70% of
respondents to our survey claimed to never have seen a Live in HD trailer.
Possible reason: Current trailers reinforce Opera stereotypes instead of
encouraging new ones.

Suggestions:

Ø  Include narration during trailers

Ø  Create and then Capitalize on Stars

Ø  Emphasize Price Point differential,

Ø  Include excerpts from intermission features, especially when they include
personal or humorous material.

Posters
Current posters are season specific instead of
event specific. While this is cost-effective, it is
also confusing.

LIVE ON THE BIG SCREEN
Dec 15 Gounod
ROMÉO et JULIETTE
Jan 1 Humperdinck
HANSEL and GRETEL
Jan 12 Verdi
MACBETH
Feb 16 Puccini
MANON LESCAUT
Mar 15 Britten
PETER GRIMES
Mar 22 Wagner
TRISTAN und ISOLDE
Apr 5 Puccini
LA BOHÈME
Apr 26 Donizetti
LA FILLE du RÉGIMENT

Anna Netrebko
in Roméo et Juliette

Ø  This poster neglects to give specific
information on dates and locations….
Ø  Imagery is not compelling

The Met has clearly been experimenting with its
posters: These are early examples: (2006)
The Spectacle of Opera
LIVE on the big screen

Mozart
Experience the magic of The
the Metropolitan Opera Magic Flute DEC 30, 2006

LIVE from New York at Bellini NEXT

your local movie theatre. I Puritani SATURDAY
JAN 6, 2007
Tan Dun
IN TWO
The First WEEKS
Emperor JAN 13, 2007

Theatre info: Edwards Boise Stadium 21 IMAX SATURDAYS
Tel: 208-377-1700 LIVE AT

For tickets visit metopera.org/hdlive 11:30 AM

Poster images were share with us by Met Opera representative

Our Suggestions:

Ø  Rebrand series with dedicated HD
logo focusing on HD brand

Ø  Create posters that are event-
specific

Ø  Use QR codes to direct consumer
directly to ticket purchase site
where desired zip code can target
nearest theater.

Ads
Targeted Custom Mobile
ads search solutions
Ads are targeted
Allows visitors to
to specific users
search website
content
Provides tools to
help monetize
promote
Shows relevant
Cost effective ads with search
results

Seasonality Strategies
Currently: Live in HD has one strategy: Live during Met Season,
Encores during the summer.

Suggestions:
²  Capitalize on Hallmark Holidays
²  Valentine’s Day à Romeo Juliet // La Bohéme
²  Christmas à Magic Flute // Hansel Gretel

²  Partner / Cross-ruff with Holiday-specific genres:
²  Valentine’s Day / Florists (free long-stem rose)
²  Christmas / merchandise tie-ins…
ex: Magic Flute: Magic Flutes, stuffed Dragons, or
exotic birds, Masks

Seasonality Strategies
Celebrate the passion:
Currently: Live in HD has one strategy: Live during Met Season, Encores during

La bohéme the summer.

Suggestions:
Giacomo Puccini

²  Capitalize on Hallmark Holidays
Valentine’s Day Exclusive:
²  Valentine’s Day à Romeo Juliet // La Bohéme
Buy two tickets and receive a
²  Christmas à Magic Flute // Hansel long-stem red rose, free, with
Gretel
your purchase

Visit FathomEvents.com for more information

Experimental
•  Promotes Group Experience
Groupon •  Entices New Users

Brand •  Promotes Group Experience
Ambassadors •  Spreads “Cool” factor early

Sweepstakes •  Promotes Frequency of
Attendance

Viral Buzz •  Promotes “Cool” factor

Groupon

v  Encourages those who might
want to try – plays on survey
results that indicate
discounts are incentivizing.

v  Can be targeted at locations
where ticket sales are not as
robust as others

v  Will naturally target younger
users

Brand Ambassadors

Ambassadors will receive same benefits offered to
Met patrons, including free tickets to rehearsals,
backstage passes, etc.

Benefit: promotion of art form among college-age and
future Arts patrons

Job description:
v  Increase awareness of of the Met’s LIVE IN HD
broadcasts
v  Lead / Manage events surrounding broadcasts both
on and off campus
v  Carry out surveys
v  Promote group attendance and disburse discounts,

v  InMobi offers a “rich media
banner experience” that
incorporates audio and video

v  Can be targeted to specified
demographics

v  Can facilitate ticket purchases
by using geo-locaters

YOU can experience the most unique, sophisticated,
cosmopolitan adventure of a lifetime.

²  Are you the most ardent Opera Lover?
²  Does Scarpia make you swoon?
²  Or maybe you, alone, possess the power to tame Carmen’s wild ways.
²  Or maybe, you’re a Opera novice, eager to learn about The Elixir of
Love.....

Either way, you could win an all-expense paid trip for two at the Greatest Opera
House in the World, indulging in Spectacle, Great Food, the Best Champagne all
in the most exciting city in the World: New York.

Winners receive:
² all-expense paid deluxe trip for two
² orchestra tickets for Metropolitan Opera performances
² a tour backstage
² dinner at the Met’s Grand Tier Restaurant,

To Enter: You must submit ticket stubs to 8 of the 11 Live in HD
broadcasts for one season along with attached entry
form.

Buzz/ Viral / Stealth Marketing
Programs

•  Interactive discussions during performance
intermissions
Ø  Take advance of the movie theaters previously installed
corporate boardroom technology
Ø  Live, hashtag-filtered Twitter feeds during intermission
Ø  Use Social Media as a way to interact with the audience by
answering questions during intermission and seeing what other
Live in HD viewers think about the performance

•  Email blasts with the Live in HD previews for next
showing and interviews with the stars

Programs
Host free showings of Live in HD
performances

Programs
Free Live in HD Season Premieres in largest
consumer cities: San Francisco, LA, Washington DC,
and Chicago

Customer Touch Points
The The post-
advertisement/ The intermission performance
spark of interest salutation

The information The
search performance

The pre-
The purchase of
performance
tickets
salutation

The venue The previews

Integrated Marketing Flow Chart
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45%$657
)%8$9:%6

097857
4;%852+:7

05772/6%772=205$:8
4%5825%7

05772/6%772=24+
)%8$9:%6

.9:7?52059?98$9:
4$?2/6%72(59@9:7
.5977=/AA2.9@9:7
BC@78%D7

-E:87
F6%7;2!9G

,$5H82!%$6
05E$9720%859:7

Must
Prioritization Haves
Nice To’s

Improved Direct
Trailers Mailing

Separate Special
Website Events

Extended
Social Media
Show Runs

Groupon Sweepstakes

National
Regional PR

Ambassador
Program

Risks and Hedges

Cannibalization of
Limit the amount
the Met’s live
of Live in HD
opera
venues near NYC
performances

Alienate already Use intermissions
established to explain the
audience Met’s greater goal

Use various price
Over saturation of points to appeal
showings to different
consumers

Grand Goal

Self-
Actualization

Self-Esteem

Belonging

Safety

Physiological

Pyramid
of
Needs
(Maslow)

Marketing Metrics

Average age of audience Overall sales
ü  Research through: ü  Track sales by:
§  Groupon §  Region
§  Fathom Events §  Location
§  Market research §  Broadcast times
§  Post-broadcast email §  Seasonality
surveys •  PR initiatives
§  Exit interviews at
broadcast venues ü Research impact:
§  Market research
§  Post-broadcast email
surveys

Marketing Metrics cont’d
•  Consumer promotions
ü  Track redemption rates and revenue earned for all
Groupon deals
•  Advertising initiatives
ü  Continue research the impact of the various advertising
programs through post-broadcast email surveys and
exit surveys at broadcast venues
•  Live in HD’s overall impact on the Met’s live
performances
ü  Continue to track ticket sales of the Met’s live
performances through continued box office records and
market research

Marketing Metrics cont’d
•  Continue to research overall opinion of opera
ü  Through market research and post-broadcast email
surveys
•  Overall Profitability
ü  Each marketing element will be evaluated by its ROI
§  Focusing on realized sales through consumer promotions,
crossruffs, seasonality, PR drops, and various broadcast
times
•  Overall artistic impact on the Met
ü  Research Live in HD’s affect on the Met’s market share,
artistic strategy, and the overall opera industry

Bibliography
The Metropolitan Opera: Live in HD F.A.Q.S. The Metropolitan Opera:, http://www.metoperafamily.org/
metopera/broadcast/template.aspx?id=4668.
American Time Use Survey, Averages for 2003-2009, Bureau of Labor Statistic, U.S. Department of Labor
Bonniol, Colleen; Bonniol, Bob. ED on Projection: Search and Deploy: Exploring High Deﬁnition for Live
Performance. Entertainment Design - The Art and Technology of Show Business 36, no. 12 (2002)
Boxofﬁcemojo.com, accessed August 12, 2011 10:35:12 AM
Bureau of Economic Analysis, U.S. Department of Commerce, 2009
Chrissy Perez, Anita Elberese. The Metropolitan Opera (a). Harvard Business School 9-509-033 (2009): 18.
FathomEvents.com!
Gray, James Heilbrun Charles M. The Economics of Art and Culture. 2nd ed. New York: Cambridge
University Press, 2001.
Hoovers: ezproxy.library.nyu.edu:32890/H/company360/competitiveLandscape.html?
companyId=111850000000000
IBISWorld Industry: Movie Theaters in the US, Report 51213, June 2011, Agata Kaczanowska
IBISWorld Industry: “Live Music, Sports Event Promotion in the US: Report 71133,” February 2011 (July
26, 2011)
IBISWorld Industry: Performers and Creative Artists in the US: 71151.” Report, December, 2010 (July 26,
2011).
Marketing to Sports Enthusiasts, June 2011, Mintel
Mead, Rebecca. Man Behind the Curtain. The New Yorker, October 22, 2007 2007.
National Endowment for the Arts NEA Research Note #102 April 2011: Time and Money: Using Federal Data
to Measure the Value of Performing Arts Activities

Bibliography
“Nichols, Tom Bradshaw and Bonnie. 2002 Survey of Public Participation in the Arts, Research Division Report
#45. edited by National Endowment for the Arts by BBC Research Consulting Prepared for the Research
Division, Denver, Colorado 72. Washington, DC 2004.
Opera America Field Report, http://www.operaamerica.org/content/research/consult.aspx
Opera News, April 20, 2011
Shugoll Report, Metropolitan Opera Live in HD Survey. 1 - 61. Shugoll Research, Bethesda, Maryland, July
2008.
Tom Bradshaw, Sarah Sullivan, Ellen Grantham, and Kelli Rogowski National Endowment for the Arts: Arts
Participation 2008 Highlights from a National Survey. In National Endowment for the Arts, Ofﬁce of
Research Analysis edited by Washington National Endowment for the Arts, DC. Washington, D.C.: Sunil
Iyengar, Director 2009.
US Census Bureau: Industry Statistics Sampler, http://www.census.gov/cgi-bin/naics/index.cgi (accessed: July
23, 2011 8:34:45 PM)
Wasserman, Adam. Changing Deﬁnitions. Opera News 72.6, (2007): 50 - 61.
Weiman, Jaimie J. Opera: Coming to a Theatre near You Maclean's (September 10, no. v. 120 no. 35/36
( 2007).
Winzenreid, Rebecca. Big Screen Dreams: A New Stage for Opera. Opera America (June 2008).

NCM Fathom Entertainment Events
www.FathomEvents.com

Live and Pre-Recorded Music Events, Sporting Events, and other
Entertainment Programming In Movie Theaters Distributed
Across the NCM Fathom Events Broadcast Network

September 2011
 Henry VIII – Shakespeare’s Globe London Cinema Series event

August 2011
 Henry IV Part 1 – Shakespeare’s Globe London Cinema Series event
 Henry IV Part 2 – Shakespeare’s Globe London Cinema Series event

July 2011
 Metropolitan Opera: Live in HD Summer Encore – La Fille du Regiment
 Metropolitan Opera: Live in HD Summer Encore – Tosca
 Metropolitan Opera: Live in HD Summer Encore – Don Carlo
 TEKKEN BLOOD VENGEANCE in 3D – digital cinema event
 Wimbledon Live in 3D – sporting event

June 2011
 LA Phil LIVE - Dudamel conducts Brahms
 The Lord of the Rings™ Motion Picture Trilogy Extended Edition Event – film event
 Metropolitan Opera: Live in HD Summer Encore – Madama Butterfly
 Metropolitan Opera: Live in HD Summer Encore – Don Pasquale
 Metropolitan Opera: Live in HD Summer Encore – Simon Boccanegra
 Drum Corps at the Movies: 2011 DCI Tour Premiere – concert and film event
 The Merry Wives of Windsor – Shakespeare’s Globe London Cinema Series event
 DUDAMEL: Let the Children Play – music event
 Stephen Sondheim’s Company – musical

May 2011
 Metropolitan Opera: Live in HD – Die Walküre
 Their Eyes Were Dry - documentary

April 2011
 Metropolitan Opera: Live in HD – Le Comte Ory
 Metropolitan Opera: Live in HD – Capriccio
 Metropolitan Opera: Live in HD – Il Trovatore
 Memphis – Broadway show
 The Grateful Dead Movie Event – concert film event

March 2011
 Metropolitan Opera: Live in HD – Lucia di Lammermoor

 LA Phil LIVE - Dudamel conducts Tchaikovsky
 MY RUN - documentary

February 2011
 Metropolitan Opera: Live in HD – Nixon in China
 Metropolitan Opera: Live in HD – Iphigénie en Tauride
 RISE – U.S. figure skating event
 Hood To Coast Encore Event - world’s largest relay race documentary

January 2011
 Metropolitan Opera: Live in HD – La Fanciulla Del West
 LA Phil LIVE - Dudamel conducts Beethoven
 Hood To Coast – world’s largest relay race documentary
 GANTZ – anime event

December 2010
 Metropolitan Opera: Live in HD – Don Carlo
 Glenn Beck Live: Broke - Restarting the Engine of America - live entertainment event
featuring Glenn Beck

November 2010
 Metropolitan Opera: Live in HD – Don Pasquale
 Race Across the Sky 2010 - film event and pre-recorded panel discussion
 Bon Jovi - The Circle Tour – concert event
 Les Misérables in Concert – The 25th Anniversary concert event

October 2010
 1 A Minute Live Supporting Susan G. Komen for the Cure - film event and live panel
discussion
 Metropolitan Opera: Live in HD – Das Rheingold
 Metropolitan Opera: Live in HD – Boris Godunov
 A Prairie Home Companion with Garrison Keillor – live entertainment event
 The Sound of Music Sing-Along Event – film event
 UFC 121: Lesnar vs. Velasquez live UFC match
 RiffTrax LIVE: House on Haunted Hill - live entertainment event featuring the stars from
“Mystery Science Theater 3000”

September 2010
 Ladies and Gentlemen, The Rolling Stones concert event
 100 Voices: A Journey Home musical documentary
 Mosley vs. Mora Fight LIVE – live boxing match featuring Sugar Shane Mosely and Sergio
“The Latin Snake” Mora
 The Exorcist Extended Director’s Cut – film event
 Beauty and the Beast – film event

August 2010
 DCI 2010: Big, Loud Live 7 live from Lucas Oil Stadium, Indianapolis
 RiffTrax LIVE: Reefer Madness - live entertainment event featuring the stars from “Mystery
Science Theater 3000”
 UFC 118: Edgar vs. Penn 2 live UFC match

July 2010
 Metropolitan Opera: Live in HD Summer Encore Special Event – Eugene Onegin
 Metropolitan Opera: Live in HD Summer Encore Special Event – La Bohème
 Metropolitan Opera: Live in HD Summer Encore Special Event – Turandot
 Metropolitan Opera: Live in HD Summer Encore Special Event – Carmen
 2010 FIFA World Cup South Africa – live final four games

 Eric Clapton Crossroads 2010 concert event
 Elvis on Tour: 75th Anniversary Celebration concert and film event
 Marquez vs. Diaz II “Fight of the Year: The Rematch” – live boxing match featuring Juan
Manuel “Dinamita” Marquez vs. Juan “Baby Bull” Diaz

June 2010
 UFC 115: Liddell vs. Franklin live UFC match
 The Big Four: Metallica, Slayer, Megadeth, Anthrax concert event
 Metropolitan Opera: Live in HD Summer Encore Special Event – Aida
 Metropolitan Opera: Live in HD Summer Encore Special Event – Roméo et Juliette

May 2010
 Metropolitan Opera: Live in HD – Armida (Rossini) live opera event from the Metropolitan
Opera in New York City
 Mayweather vs. Mosley Fight LIVE – live boxing match featuring Floyd Money
Mayweather vs. Sugar Shane Mosley
 DCI 2010: The Countdown concert and film event
 Sons of the Fallen: A Live Tribute to Our Military Heroes – live music and discussions in
honor of our Military and their families
 Times Talks LIVE: LOST live from the TimesCenter in New York

April 2010
 The Rivals: Hopkins vs. Jones II – live boxing match featuring Bernard “The Executioner”
Hopkins vs. Roy “The Terminator” Jones, Jr.

March 2010
 Metropolitan Opera: Live in HD – Hamlet (Thomas) live opera event from the Metropolitan
 Half the Sky Event – film event and live panel discussion
 The Boondock Saints 10th Anniversary Event film event
 The Black Eyed Peas: The E.N.D. World Tour LIVE concert event
 UFC 111: St-Pierre vs. Hardy live UFC match

February 2010
 Metropolitan Opera: Live in HD – Simon Boccanegra (Verdi) live opera event from the
Metropolitan Opera in New York City
 A Prairie Home Companion with Garrison Keillor – LIVE in HD! live entertainment event
featuring Garrison Keillor

January 2010
 Metropolitan Opera: Live in HD – Der Rosenkavalier (Strauss) live opera event from the
 Metropolitan Opera: Live in HD – Carmen (Bizet) live opera event from the Metropolitan
 Bold Fresh Tour: O’Reilly and Beck LIVE live entertainment event featuring Bill O’Reilly
and Glenn Beck

December 2009
 Metropolitan Opera: Live in HD – Les Contes D’Hoffman (Offenbach) live opera event
from the Metropolitan Opera in New York City
 RiffTrax LIVE Christmas Shorts-Stravaganza - live entertainment event featuring the stars
from “Mystery Science Theater 3000”
 Glenn Beck’s “The Christmas Sweater – A Return to Redemption” – live entertainment
event featuring Glenn Beck

November 2009
 Metropolitan Opera: Live in HD – Turandot (Puccini) live opera event from the
 Hillsong United: We’re All In This Together –concert and film event

October 2009
 Metropolitan Opera: Live in HD – Tosca (Puccini) live opera event from the Metropolitan
 Race Across the Sky – film event and pre-recorded panel discussion
 Metropolitan Opera: Live in HD – Aida (Verdi) live opera event from the Metropolitan

September 2009
 Vans Warped Tour 15th Anniversary Celebration - pre-recorded concert event
 Mayweather vs. Marquez: “Number One/Numero Uno” Fight LIVE – live boxing match
 The Age of Stupid Live from New York - film event and live panel discussion
 The Wizard of Oz 70th Anniversary Hi-Def Event film event
 Eureka Seven – Good Night, Sleep Tight, Young Lovers anime event

August 2009
 Metropolitan Opera: Live in HD Summer Encore Special Event – The Magic Flute (Mozart)
pre-recorded opera event from the Metropolitan Opera in New York City
 2009 Drum Corps International (DCI) World Championship Quarterfinals live from Lucas Oil
Stadium, Indianapolis
 RiffTrax Live: Plan 9 from Outerspace – live entertainment event featuring the stars from
“Mystery Science Theater 3000”
 Tony Dungy’s Red Zone ’09 – pre-recorded nationwide high school football season kick-
off featuring former Super Bowl champion NFL head coach Tony Dungy and other
football all-stars

July 2009
 Forever Plaid 20th Anniversary Special – live entertainment event featuring specially-
taped Anniversary performance of “Forever Plaid”
 Metropolitan Opera: Live in HD Summer Encore Special Event – Il Barbiere di Siviglia (The
Barber of Seville) (Rossini) pre-recorded opera event from the Metropolitan Opera in
New York City

June 2009
 Glenn Beck’s “Common Sense Tour” – live entertainment event featuring Glenn Beck

May 2009
 Dr. Laura Live! In Praise of Mom – live entertainment event featuring Dr. Laura
Schlessinger
 Metropolitan Opera: Live in HD – La Cenerentola (Rossini) live opera event from the
 Drum Corps International 2009 “The Countdown” pre-recorded concert event

April 2009
 Beer Wars Live! film event and live panel discussion
 The Audition documentary and panel discussion led by Renee Fleming
 This American Life – Live! entertainment event featuring public radio host Ira Glass
 DEATH NOTE: L, change the WorLd live-action anime event

March 2009
 A Powerful Noise Live! – film event and live panel discussion
 Metropolitan Opera: Live in HD – Madama Butterfly (Puccini) live opera event from the

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