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Sydney - The Sydney Opera House has come up with a novel new way to raise funds and boost the building's profile by selling "virtual" ownership of the tiles on its tallest sail.
About 125 000 tiles went on sale on Monday and Hollywood star Hugh Jackman was among the first to put his money behind the initiative which hopes to raise about Aus$15m (about US$13.7m).
Under the scheme, people can buy a tile online for between Aus$100-400 in a hi-tech campaign called "Own Our House" to help fund renewal of the building and ensure more free events for the public.
They will not physically own a tile, but using laser mapping technology they can personalise their virtual tile with a photo and message; they can form virtual tile communities, share it through social media and search for other "Housemates" to see what they have done.
"The Opera House is a World Heritage masterpiece that belongs to all of us," said Jackman, who lives in Sydney.
"The campaign 'Own Our House' is a great way for people to show their pride and affection for one of the world's greatest icons."
