UK’s leading cinema circuit signs up Royal Opera

In a further sign that alternative content is beginning to make in-roads into the cinema of the future, leading UK cinema circuit Odeon Cinemas and smaller circuit City Screen have agreed a deal with the Royal Opera House (ROH) for the upcoming season’\s events to be shown in its cinemas. Deal is arranged as part of wider distribution agreement between UK digital distribution company Arts Alliance Media (AAM), and Canadian DigiScreen Corp, Pillar Group and Royal Opera House’\s Opus Arte. AAM has an exclusive distribution agreement to take ROH events across Europe and will be responsible for cinema exhibitor booking negotiation, digital print services, security and tracking, live event project management and marketing/PR support. ROH plans to film 14 productions a year in HD and screen them in cinemas, beginning with The Marriage of Figaro in the autumn, although this was shot in 2006. Events will be a combination of Covent Garden’\s opera and ballet; the latter will be new for cinemas and is hoped to tap into a wider family audience. The new strategy for Covent Garden follows the acquisition of spin-off company Opus Arte, Covent Garden’\s DVD and CD sales outfit), by the ROH for £5.7m. Long-time negotiations between unions and management for new performers’\ rights deals (due to extra performaces such as these) have been concluded. In the beginning, screenings will be pre-recorded but Covent Garden aims to show live events. Initially, 13 Odeon cinemas will be involved. ROH is also looking to sell rights to these screenings in Europe and America. Ticket prices may start at £12 at Odeons, although City Screen has been charging around £25 for its previous operatic screenings and says that this is nearer the mark when a satellite transmission is involved. New York’\s Metropolitan Opera is the pioneer in this area, having agreed with cinema groups in several countries, including City Screen, to screen operas live into cinemas). Odeon has already shown three events from Glyndebourne. Both companies have reported seat occupancy of up to 90 per cent.