Washington Opera Takes To The Mall

The company will simulcast “Madame Butterfly” outside on the National Mall. “There’s a central question here — and it is not only a question in Washington but in New York and San Francisco and in all the great opera companies. Will these new technology initiatives raise revenue or is revenue not the primary goal? I believe that if we allow the next generation of young people greater access to the opera now — through simulcasts, radio, special events, lower-priced tickets, free tickets and so on — they are much more likely to support the opera later on.”