WHEN WARPAINT MEETS GREASEPAINT

The Arizona Opera Company, which serves Phoenix and Tucson, is on the warpath to attract new customers. A 30-second public service TV spot features howling Indians on horseback bearing down on frightened settlers--only to break into the Anvil Chorus from “Il Trovatore,” one of the offerings this season. The result: statewide press coverage and an “upswing” in ticket sales, with houses 90-95% full.

“Many people think we’re just Indians and cowboys out here, so that’s what we gave them,” said Joe Onofrio, the troupe’s director of marketing and communications. “The spot has done for opera here what ‘Where’s the Beef?’ did for Wendy’s.”

Viewpoint/Walker Productions recruited Native American actors from a local modeling and theatrical school for many of the roles and “now they’re calling to get tapes of the spot for their portfolios.”