go media convergence, go

I’m not sure if anyone’s seen this, but it’s an amazing idea.
Basically, the Met transmits their operas live to cinemas in Australia (and elsewhere, I guess). So you’re sitting in a cinema watching a high definition, live performance of some pretty high grade high art opera on a cinema screen. They don’t go everywhere, but they do go to some regional centres.
Am I the only one who thinks that’s a pretty interesting and quite amazing concept? I don’t much care for opera, but I’m fascinated by the technology and marketing and cross-media/media convergence action here. Just imagine how popular these would be if it was something with mass, popular appeal…. or would it be popular?
Anyone been?