A theatre pass for young Florentines

Il Teatro? Bella Storia! creates network amongst Florence venues

Alexandra Korey
December 7, 2016 - 12:35

Fondazione Cassa di Risparmio di Firenze has presented a highly discounted theatre pass for young people aged 16-21 living in Florence. The project, which launches Wednesday December 7 at 3pm, is called "Il Teatro? Bella Storia!", which translates roughly as "Theatre? Now there's a story!".


Organizers and partners at the press conference Organizers and partners at the press conference


The project creates a network amongst six Florence theatres and one concert organizer, with funding by the Foundation, whose president, Umberto Tombari, declared: "This project is in line with the attention that the Foundation has always dedicated to education and to youth, in this case with an original format. This project, with its massive communication campaign that relies very much on social media, is a good way for young people to come into contact with the Foundation’s world. The variety and liveliness of the theatre scene in Florence helps us in this action and we’re sure that we will attract new publics to the stage." The communication language and media chosen for the project is youthful and primarily digital, with a playful presence on all the traditional major socials (Facebook, Twitter, Instagram) as well as live, interactive options - an infochat line on WhatsApp and a Snapchat account to stream backstage and live content.


The €28 pass allows youths born between 1996 and 2001 to chose six of 13 available theatre productions - which vary from plays (in Italian) to music and ballet - as well as one of two major pop concerts: J-AX & Fedez (March 15 2017) or Marra/Guè (February 16 2017). The dates run from February to April, 2017. An Italian codice fiscale is required to verify the age and identity of the pass-buyer.


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The partners of the project are the six following theatres: Opera di Firenze Maggio Musicale Fiorentino, Orchestra della Toscana, Teatro della Toscana (Pergola and Niccolini), Teatrodante Carlo Monni, Teatro di Rifredi, Teatro Puccini; as well as concert organizer PRG. For information and to purchase the pass, please see www.ilteatrobellastoria.it (website in Italian).

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