I refer to James Vella Clark's letter Elitist Approach to Opera (July 6). St James Cavalier would like to point out the following:
St James Cavalier has embarked on an initiative to offer live screenings of important cultural events from around the world using high definition technology. So far this summer we have seen live screenings of Helen Mirren in Phedre live from the National Theatre in London and live screenings of La Traviata from the Royal Opera House Covent Garden.
The responses from audiences present at both events was tremendously positive. For many it was the first time they had seen a complete opera.
In the case of La Traviata we decided to move outside our premises to the Argotti Gardens because our cinema seats 100 people, thus allowing more people to enjoy the event. Far from organising elitist events, St James Cavalier is committed to providing cultural events to as large an audience as possible.
As to the cost of the ticket, this is determined with the copyright holders and was in line with the ticket price in other European countries. In any case at €20 the ticket price can hardly be considered exorbitant.
The costs of putting up such a screening are not small. They include copyright fees (50 per cent of takings), the hire of a high definition projector and sound system, the hire of a large format screen and the cost of tiered seating: a total cost of approximately €10,000 (excluding copyright fees).
Far from being a profit-making exercise, the screening of La Traviata was an investment by St James Cavalier. This deficit would have been much larger were it not for the generous intervention of the Ministry of Culture and the Malta Council for Culture and the Arts.
As a person involved in marketing and PR, Mr Vella Clark should know the situation with regard to sponsorship of the arts. We have long advocated the benefits of public-private initiatives in culture, so far with limited success.
However, this has not dissuaded us from continuing to provide audiences with high calibre events at very reasonable prices. Come October music and theatre lovers can enjoy live performances from the Metropolitan Opera in New York and the National Theatre in London.
Tickets are priced at €20, but if Mr Vella Clark can help out we would be more than happy to offer free tickets to the public.