Madrid • Spain

Platform member

Teatro Real

New Audiences

To reach our goal of engaging new audiences we have developed different strategies and projects, including a 19€ last-minute ticket sale for young people under 30, who can access the best seats in the house with a 90% discount. We are also the first opera house to broadcast our operas (4 so far: I puritani, Der fliegende Holländer, Madama Butterfly and La Bohème) on Facebook Live, usually collaborating with YouTubers, to fight prejudice and misconceptions about opera. 

Innovation & Creativity

The Teatro Real has undertaken many projects in recent years to reach new audiences, including the first ever live stream of a full opera to Facebook in 2016 (there have been 4 live streams up to date), reaching up to 900.000 people. The Teatro Real is the first opera house to develop a VR app in partnership with Samsung, allowing audiences worldwide to enjoy opera extracts and short documentaries in 360º 3D. It has also represented Spain in the pioneering project Google Cultural Institute.

First opera house to live stream an opera to social media

The Teatro Real was the first opera house in the world to live stream a full opera to Facebook Live. In June 2016, Bellini’s masterpiece ‘I puritani’ was seen by more than 175.000 people live on the Teatro Real’s Facebook page, where the opera house has worked to nurture dialogue with and between its followers. Since then, the experience has been done three times again. Three of our broadcasts have been a national Trending Topic.

The Teatro Real in the Google Cultural Institute

The Teatro Real took part in the launch of the ‘Performing Arts’ section of the Google Cultural Institute. Along with other 15 leading performing arts institutions, the Real was the Spanish representative in a project that intends to bring these art forms to the 21st Century with new technologies. The theatre presented five virtual exhibits on its history and artistic projects, and the public can now peep into its stage and rehearsal spaces.

The Teatro Real and Miguel de Cervantes

In 2016, continuing its work with the Google Cultural Institute, the Teatro Real joined other Spanish institutions in celebrating the 400th anniversary of the death of Miguel de Cervantes by creating ‘Las rutas de Cervantes’, the most complete online exhibit on Cervantes, to date. More than 1000 items (photos, videos and virtual visits) illustrate the life and work of the Spanish man.


Teatro Real is encouraging young people patronage through the "Amigo Joven del Real" figure. Young people can become private patrons of the theater from 25€ per year, be initiated to philanthropy, and enjoy many advantages: obtaining discounts up to 90% in localities or attending general rehearsals. In December 2017’s campaign, in which free tickets were given for the general rehearsal of La Bohème, the number of "Amigos Jóvenes" has increased by 15% in one week.

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