Network Media

Opera Philadelphia

Funded by: Wyncote Foundation, John S. and James L. Knight Foundation, Fidelity Foundation

For the 2013-14 season opening performance of Verdi’s Nabucco, Opera Philadelphia created its third annual Opera on the Mall (OOOM), a big-screen broadcast of the full opera, presented outdoors at Independence Mall in Philadelphia’s historic district.

But this was no mere broadcast in the park. The media event was carefully designed to support the company’s two major strategic objectives: to be influential in American opera for its innovative practices, and to enlarge its civic footprint in the city of Philadelphia.

After the first OOOM was created in 2011 as an opening-night simulcast, the company decided the event would work even better as a broadcast the night following the opening performance at the Academy of Music. Board members and donors who attended the Academy performance could also experience the outdoor event, helping to welcome Philadelphians to “the people’s opening night.”

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