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| ENO announce 'dress down for opera' initiative | ENO announce 'dress down for opera' initiative |
| (about 2 hours later) | |
| Young people and those who would not normally go to the opera are being encouraged to register interest in a new English National Opera initiative. | Young people and those who would not normally go to the opera are being encouraged to register interest in a new English National Opera initiative. |
| Undress for the Opera comprises four informal evenings when audiences will be encouraged to come casually dressed. | Undress for the Opera comprises four informal evenings when audiences will be encouraged to come casually dressed. |
| An unspecified number of "best seats" will be sold at £25 each, a price that includes an invitation to a post-show party with cast and company members. | An unspecified number of "best seats" will be sold at £25 each, a price that includes an invitation to a post-show party with cast and company members. |
| According to the ENO, 30% of its audience is currently under 44. | According to the ENO, 30% of its audience is currently under 44. |
| "Our aim is to increase the figure to at least 40%," said ENO artistic director John Berry as he launched the scheme at the London Coliseum on Wednesday. | "Our aim is to increase the figure to at least 40%," said ENO artistic director John Berry as he launched the scheme at the London Coliseum on Wednesday. |
| "We want to change the perception that 'opera is not for me'," he continued. "You don't need ties or tiaras to enjoy opera at ENO." | "We want to change the perception that 'opera is not for me'," he continued. "You don't need ties or tiaras to enjoy opera at ENO." |
| Berry was joined by Blur singer Damon Albarn and director Rufus Norris, whose acclaimed 'folk opera' Doctor Dee was staged at the Coliseum last year. | Berry was joined by Blur singer Damon Albarn and director Rufus Norris, whose acclaimed 'folk opera' Doctor Dee was staged at the Coliseum last year. |
| "We are carrying into this century ideas that belonged to a previous generation," Albarn said. | "We are carrying into this century ideas that belonged to a previous generation," Albarn said. |
| "Really it's just a case of clarifying what the state of play is now. It's quite clearly different and the more that word [opera] is spread the easier it will be to translate and bring in new ideas." | "Really it's just a case of clarifying what the state of play is now. It's quite clearly different and the more that word [opera] is spread the easier it will be to translate and bring in new ideas." |
| The first Undress for the Opera evening will be held on 15 November, when Norris's production of Mozart's Don Giovanni will be performed. | The first Undress for the Opera evening will be held on 15 November, when Norris's production of Mozart's Don Giovanni will be performed. |
| Subsequent informal evenings will be held on 7 February, 18 April and 13 June, each involving different productions in the ENO's new season. | Subsequent informal evenings will be held on 7 February, 18 April and 13 June, each involving different productions in the ENO's new season. |
| Recent attempts to draw younger audiences to the ENO include works such as Two Boys by composer Nico Muhly, based on a bizarre real-life case of a teenager who posed online as a woman and persuaded an older boy to try to kill him. | Recent attempts to draw younger audiences to the ENO include works such as Two Boys by composer Nico Muhly, based on a bizarre real-life case of a teenager who posed online as a woman and persuaded an older boy to try to kill him. |