DANCE never used to make big headlines. Perhaps a star defection from the old Communist bloc might stir some interest, or news about how much Rudolf Nureyev insured his legs for.
But then in the 90s new company Adventures in Motion Pictures came along, crackling with life, talent and loads of ideas.
They took hold of the classic Swan Lake and it became the talk of the town. Artistic director Matthew Bourne dared replace the almost hallowed female corps de ballet with men.
It was a move that sent shock waves through the dance world, but put a hard, dangerous and exciting new edge on a well-loved classic.
Audiences flocked and it became the first dance production to transfer into the West End for decades. It also went on to tour the world to great success and won a host of top awards.
Matthew said: "We did stir it up a bit. I knew it would get a lot of attention, but that's not why I did it. I just thought it would work."
Most of the criticisms came before the production actually hit the stage.
"Lots of people in the ballet establishment said, 'You must not do this. How can you tamper with this sacred piece?'
"It's a piece they all know and it's an icon, I suppose. But since it's been open I don't have any of that. I tried to be true to it, and especially the music."
Devon audiences first had a chance to see the Olivier Award-winning production at Plymouth Theatre Royal in 1996. It returned again to for another sell-out performance in 1999.
Since then Matthew Bourne has brought a number of his other top productions to the theatre including Car Man, Nutcracker and Highland Fling and now he is back again with the his triumphant modern re-interpretation of Swan Lake.
Now firmly crowned as a modern-day classic it plays at the newly revamped theatre from October 18 to 26.
The production blends dance, humour and spectacle with extravagant, award-winning designs by Lez Brotherston, to create a provocative and powerful Swan Lake for our times.
Liz Koops, chief executive for Broadway Entertainment Group, who has produced the show globally for eight years, says: "We are delighted to be bringing the show back for its fifth international tour.
"I am immensely proud to have been part of this wonderful production for so many years, a production which remains as fresh, vibrant and as relevant as it was at its first performance. Its unrivalled success is a testament to its unique storytelling and iconic beauty."
Collecting more than 30 international theatre awards including three Tony Awards, Matthew Bourne's Swan Lake has been acclaimed as a landmark achievement on the international stage. It has become the longest running ballet in the West End and Broadway and enjoyed five successful tours in the UK and thrilled audiences all over the world.
Ticket details: www.theatreroyal.com or by calling the Theatre Royal Plymouth Box Office on 01752 267222.