Macbeth is one of the world's most popular operas. The loyal fans come without advertising, but how can we attract new visitors to see the show?
Macbeth is the most unfortunate drama of history - followed by a curse for 403 years. The bad luck is said to be evoked when someone pronounces the name Macbeth in the building where it is played. Therefore, scene workers use rewrites like The Scottish Play, Mackers or Macbee instead.
In addition to print, subway and online advertising, we sent an invitation to reviewers in the form of a first aid kit. Those who thought that the curse sounded like superstition could go to the website and read about all accidents and deaths that affected Macbeth's performances and how they could lift the curse.
The whole season was sold out and we reached new, younger audiences.