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Opera Houses’ New Ways for Promotion

November 6, 2008
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In order to attract more audience, Deutsche Oper Berlin have Nadja Auermann, the former German supermodel, to pose for them in an ad campaign.

Here Nadja Auermann impersonated herself as four opera divas in the current 2008/2009 season: Bizet’s Carmen, Wagner’s Venus in Tannhäuser, Puccini’s Turandot, and Strauss’s Helena in Die ägyptische Helena.

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Well, the idea of promotion, though somehow for different purpose, went further by Royal Opera House’s charity calendar 2009 (available for £10 in ROH’s website). The artists and staff in Royal Opera House posed entirely naked for the fund-raising project for Macmillan Cancer Support.

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This is not the first naked charity calendar. Rylstone Women’s Institute in North Yorkshire started the trend in 1999. They hoped to raise a few hundred pounds for leukemia research. In the end, they grabbed nearly £600,000 and a Hollywood film.

Not every operalovers would appreciate this kind of marketing. I don’t know whether this Berlin Opera’s campaign can motivate new operagoers (would some new audience complain that what they see in the opera aren’t anything close to the campaign? :?), but the ad campaign certainly can gain some attention.

As for RHO’s charity calendar, hmm, it’s unfortunately true that the nakedness does sell.

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