By the early 1730s public taste for Italian opera was beginning to fade. The popular success of John Gay and Johann Christoph Pepusch's The Beggar's Opera (first performed in 1728) had heralded a spate of English-language ballad-operas that mocked the pretensions of Italian opera.[5] With box-office receipts falling, Handel's productions were increasingly reliant on private subsidies from the nobility. Such funding became harder to obtain after the launch in 1730 of the Opera of the Nobility, a rival company to his own. Handel overcame this challenge, but he spent large sums of his own money in doing so.[6]