At the Midem in Cannes Rai Trade signed three important agreements to distribute DVDs on the international market of just as many Operas that have been filmed in high definition. Two from Turin’s Teatro Regio (Edgar and the Medea for the Arthaus and Classic City labels) and one (I Puritani for English Decca) from the Teatro Comunale in Bologna. Greatly satisfied is Carlo Nardello, Rai Trade's CEO: "We have to fight this reigning pessimism. In a moment of crisis our country in particular must not forget that it possesses a wealth that does not know depreciation and that continues to be in demand all over the world: the musical tradition of our worthiest culture. Music is in fact heritage of humanity and Rai Trade, with determination, is engaged in diffusing it throughout the world without obstacles. Thanks to Digital technology the performance of Operas from the best Italian theatres can also be followed and appreciated live on those cinema screens worldwide that are equipped with digital projectors and broadband connection. Rai Trade leads the way with this new distribution modality and the all sold out we registered throughout cinemas in Europe, America and the Far East for the live La Scala opening performance shows that this is a path we have to keep following without any hesitation. Let’s use the rules of the market to rediscover the value of that beauty that can save the world, as Dostoevsky said, and to play a role in the rediscovery of a new humanism. We are the messengers of beauty and music is our best ally". After the success obtained in the USA, England, Norway, Australia and Canada, at the Midem in Cannes RaiTrade finalizes the negotiations to expand further the international circuit for the live and pre-recorded showing of Operas on Digital Cinema Screens.
The New York Times presents the Teatro alla Scala’s opening performance
The La Scala opening performance goes global.
Nardello: “We possess a huge asset: Music”.