Introduction: the genre problem: reform as continuum and brand -- The genesis of Parma's projet -- Behind the scenes: production and management at the Teatro ducale -- The French entertainments: creation, publicity, propaganda -- Moving on while looking back: Traetta's first Parma operas -- The end of the end of reform: the wedding, the French ambassador's opera -- Traetta's departure -- Conclusion: reform revisited -- Appendix: general chronology