If you just thought it was brass banding that may be coming under attack from the 'dumbing down' process, then think again.

Slasher movie

That high-class institution that is Italian grand opera is also being accused of cashing in on the desperate attempt to attract what is called the 'slasher-movie generation'.

Titillate

An article in this weekend’s 'Observer' newspaper by journalist Tom Kington takes a sideways look at the way in which the beleaguered Italian Opera sector is now trying to 'titillate and lure the young' with 'shock tactic' posters and descriptions of the productions on offer at such venues as La Scala in Milan.

...with Italian opera companies facing reduced sponsorship, a reduction in government help and audiences dwindling by 5% per year its conservative establishment is seen as holding back one of the countries cultural jewels4BR

See through

A production of Wagner’s 'Tristan und Isolde' for instance has been promoted with poster featuring a blood splattered heroine under the tag line; 'Two fell in love, the others massacred one another', whilst another has appeared with the catchy phrase, 'Cruelty, suffering and betrayal – you decide if you can feel it,' – complete with image of a young female in a see through shirt.

Classy eh?

By all accounts, with Italian opera companies facing reduced sponsorship, a reduction in government help and audiences dwindling by 5% per year its conservative establishment is seen as holding back one of the countries cultural jewels.

Sounds familiar?

The ploy to appeal to a younger audience seems to be working however, with reports of increased attendances at both Florence and Milan, even though there are still reservations about opening the doors to the cultural vandals of youth – many of whom applaud in the 'wrong places'.

Newcomer

Although Leonard Bernstein once stated that; "When I hear applause in the wrong place, it doesn’t annoy me, it tells me there is a newcomer", one conservative general manager is reported to have thought the prolonged applause at the end of a recent concert was '...really vulgar'.

Could this be the way forward for brass band contest promoters in the UK then?

Test piece rebranding

If so, what about these five by lines to get that under 60 audience flocking back to major contests in the UK…

1. Resurgam (Eric Ball) – ‘They shall rise again – zombie love returns from the grave.’

2. Macbeth (Peter Meechan) – ‘Death, sex, violence and a threesome of witches brew’

3. Between the Moon & Mexico (Philip Sparke) – ‘A Space Odyssey meets Montezuma’s revenge’

4. Fireworks – (Elgar Howarth) – ‘The best ‘Big Bang’ in the world’.

5. Owain Glyndwr (Maldwyn Price) – ‘Freedom! — Welsh wonderboy whips the English’

Any other ideas are welcome…

More information

For more information about the Observer story go to: http://observer.guardian.co.uk/