Opera and Technology

Opera is an amazing combination of the theater, fine art, visual art, and singing. But it is having a hard time getting an audience. So what the opera community has done is created web-sites for their opera companies and their singers. They have also "technified" their productions.
This is a limited marketing strategy. Much of America, has no Idea that opera even means anything or could contribute to their lives. I think that opera will only be promoted when it is shared by people who know and like it. What do you think? Is opera effective in their marketing?