By Marzia De Giuli
MILAN, Nov. 22 (Xinhua) -- The continuous research of musical excellence is what makes Milan's "Teatro alla Scala" the most renowned theater in the world, General Manager and Artistic Director Stephane Lissner told Xinhua in a recent exlusive interview.
Founded in 1778 to replace the Royal Ducal Theater, which was destroyed by fire and had been until then the home of opera in Milan, the Teatro alla Scala - also known as La Scala - has been since then "a crossroads for musical history in the country which invented lyric opera," Lissner said.
"Across 200 years, La Scala has been the temple of the world's best musicians, who have also brought the theater's excellence abroad," Lissner said.
Today, he said, La Scala continues to maintain the same "brand" identity thanks to a strict selection of talents, as only musicians, opera singers and theater actors of very top quality are invited to perform at the Milan's home of music as well to study in its Academy.
"Our artists are selected on the unique basis of their quality level," the general manager said, adding that many international talents, including Chinese pianist Lang Lang, are also often performing, "but I do not even consider their nationality, as excellence is the only choice criterion."
For example, Lissner pointed out, "we do not search a soprano after deciding to perform Carmen opera, but we think of performing Carmen opera after we have happened to find an outstanding soprano."
And in some periods it even happens that the theater gives up performing certain operas as all singers around for that role are not considered sufficiently first-class to perform at La Scala, he said.
In fact, thanks to its authentic value and thus "strong productivity" with some 280 performances a year, unlike most of the other European theaters that are mainly state-funded, La Scala gets its financial resources especially - around 60 percent - from privates, Lissner said.
Every year some 30 million euro (over 40 million U.S. dollars) comes from ticket revenues as well as from tours, co-productions and other theaters renting La Scala's shows.
Another 30 million euro is given yearly by various patrons and sponsors, and some 45 million euro comes from the State and local institutions.
Of course, Lissner said, one important objective of La Scala is continuing its tradition in the current "not easy" global social and economic moment through attracting young people by satisfying their natural thirst of cultural emotions that cannot be found in other entertainment venues.
In fact, despite musical education being not enough developed in Italian schools, it is still possible for La Scala to inject in students an authentic passion through a series of specially tailored activities, Lissner said.
One of the most successful initiatives, for example, was the introduction of a "pre-opening performance" on Dec. 4 only for people under 30 years old at the symbolic ticket price of 10 euro.
In this way, youngsters have the unique opportunity to watch La Scala opera season's first production even before the traditional "Prima" opening on Dec. 7, a yearly appointment well-known in the world for its value, whose tickets will cost 2,400 euro (over 3,000 U.S. dollars) each.
Other initiatives include the opportunity for families to watch performances on Sunday without paying the tickets for their children as well as the possibility for youngsters to watch rehearsals and buy season tickets at half price.
A website and big social network communities are entirely dedicated to La Scala's many programs addressed to new generations, from conferences and guided tours to special "cocktails" organized with actors in an attempt to bring youngsters closer to the theater's world.
"The language of theatrical performances is particularly suitable to young people, as it represents to them a thinking stimulus. We also try to select directors with a strong ability to speak at the youngsters' special sensibility and thus stimulate their interest," Lissner said.
"Young generations have a strong appetite for cultured performances, and it is a big satisfaction for La Scala to offer the best to them," he said.
