26 Sep 2012

The Link Pop-up Opera debuts Verdi’s La Traviata

As part of its mission to bring the arts into the community, The Link Management Limited (“The Link”) will be joining Hong Kong’s Foundation for the Arts & Music in Asia (“FAMA”) to present a special screening of The Traviata Story for the first time in Hong Kong.
The film is based on one of the most popular operas of all time, Giuseppi Verdi’s La Traviata. It will be shown at The Link PopUp Opera, a stylish, purpose-built pop-up cinema at Lok Fu Plaza, The Link’s flagship shopping centre. Screenings will be open to the public, free of charge, from Thursday 27 September to Sunday 14 October. 
Making the art of opera accessible to all 
Nicholas Robert Sallnow-Smith, Chairman of The Link Management Limited, added, “The Link has always supported arts in the community by using our shopping centres as a cultural platform. It is our pleasure to cooperate with FAMA for the first time, and I hope we can work together on other projects to bring opera into the community.” 
Ahead of Verdi’s 200th birthday next year, audiences can immerse themselves in a love story that has touched millions with a screening unique to Hong Kong of The Traviata Story. Commentary will be provided by famous local actress Louisa So Yuk Wa, winner of the Hong Kong Drama Award for Best Leading Actress.
The film will be screened at The Link PopUp Opera, a luxurious custom-designed indoor marquee housing a 6-metre cinema and comfortable seating for 40 viewers. The 90-minute documentary will be introduced by Louisa So, whose love of opera and charming personality will bring the story of La Traviata vividly to life.
The film is divided into four distinct parts, each lasting between 15 and 20 minutes. Each session will feature interviews and filmed excerpts of celebrated performances from all over the world. Although the sessions can be watched individually, guests are encouraged to stay for the full 90 minutes so they can fully engage with The Traviata Story. At the end of each session, there will be a short break with Hong Kong people discussing what La Traviata means to them. 
In addition to The Link and FAMA, this community outreach project is supported by Opera Hong Kong and Aedas, one of the largest architecture companies in the world. 
Laurence Scofield, Chairman and Founder of FAMA, said, “We are extremely excited about bringing the beautiful art of opera to the heart of the community in Hong Kong. The Traviata Story touches on very important issues in Hong Kong society today, and we feel it’s a fantastic way to make opera accessible and digestible.”
A world-class opera on screen and on stage 
Verdi’s opera was inspired by the true, tragic love story of a poor French farm girl who became a famous celebrity in 19th-century Paris but was ultimately rejected as unsuitable to marry into high society. For its questioning of short-term materialistic values, La Traviata is considered by many to have a poignant message for modern Hong Kong society. 
Starting Thursday 27 September, there will be 6 screenings daily between 11am and 9pm. All screenings are free, and tickets can be reserved in advance for the 11am, 2.15pm and 5.30pm showings. Advance tickets are available at the Customer Service Centre at Lok Fu Plaza Zone B on a first-come first-served basis.
The Traviata Story will also be featured during FAMA’s acclaimed autumn series of spectacular high-definition New York Metropolitan Opera productions being screened in Hong Kong cinemas. The Traviata Story is co-presented by Opera Hong Kong, which will also stage a live performance of La Traviata October 11-15 at the Hong Kong Cultural Centre.
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