Reading about opera houses and theaters integrating Twitter seats and live blogs into their marketing strategies over the last couple years. The DOM at the Palm Beach Opera House said this:
"The goal isn’t so much to sell tickets as to broaden awareness of the opera and reach a younger generation of potential customers."
Statements like this have issue. Just because you get people that write about opera using social media does not mean you are reaching a younger audience. Platforms do not influence a new target audience, people do. A better strategy would have been to take someone that younger people identify with and allow them to share their new experience.
Feel free to read here- http://gigaom.com/2011/12/28/not-banned-in-boston-tweet-seats-come-to-a-theater-near-you/