Should ENO just quit opera and set up a video farm instead? Their supremely irritating Two Boys promo has now scored over 1 million YouTube hits.
But despite giving the tickets away - quite literally - last night's house was less than half full.
Perhaps the fact that the wildly successful video fails to mention Two Boys, ENO, or indeed ~opera~ has something to do with the discrepancy.
(Sign up to www.showfilmfirst.com for future offers).