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As early as before the Spring Festival Gala, "green" has been a well-deserved "hit" on the stage, and the Spring Festival Gala "Only This Green" is strong and hot, and the hot search topic reading exceeded 420 million.
Looking back at the 2021 year that has just passed, the new and old "explosive models" alternately appeared on the stage, "The Eternal Radio Wave", "Only This Green", "Five Stars Out of the East", "Shawan Past", "Li Bai", "Zhaojun Out of the Plug", "Dancing Classics", "Xiushui Yangyang", "Dream of the Red Chamber", "The Grand Hotel" and many more. Excellent dance works appear frequently, and many performance institutions have also adjusted their business layout. As far as a cultural communication co., LTD. in Beijing Sihai is concerned, its investment and operation of dance projects has changed from 1 in 3 years to 3 in 1 year, and the heating up trend of dance is self-evident. How to produce "explosive models", how to continue the heat, and how to attract more attention to the stage art are worth asking.
Check the quality and let the "core" stand
"The 'blockbusters' on the stage in 2021 are basically dances." This is not only the sigh of the industry, but also the audience. The difficulty of entering foreign projects caused by the epidemic, coupled with the excellent production of domestic dance works, makes the "dance" perform brightly in domestic original works, quickly enters the audience's sight and forms a word-of-mouth effect.
"Unlike the 'star-driven' explosion, dance must rely on content to stand up." Yu Tingting, general manager of a company in the four seas, said that the star effect is temporary, and if the work wants to be performed for a long time, in the final analysis, it depends on high-quality "core". As far as the dance drama "Eternal Electric Wave" is concerned, from the storyline, stage presentation, to costume props are the highlights, and since its premiere, this dance brand has been recognized by the public. In the past year, "Eternal Waves" has also opened a two-line mode of resident version and tour version, which can attract audiences into the theater even if it is not the strongest lineup. The dance poetry drama "Only This Green" from the actor performance, visual effects, music creation, costume design and other all-round control, many audiences after watching the performance lamented "how can it be so beautiful", and even asked "when to produce the original soundtrack", the excellence of the content has created a situation where the work is difficult to find. "Quality is the source of the lasting vitality of the work, and the directors and actors are also recognized by more audiences with the popularity of dance works, which is a particularly gratifying performance of the dance market."
"The Most Beautiful Night of 2021" bilibili gala "Only This Green" played "A Thousand Miles of Rivers and Mountains"
"Only This Green" has now announced the information of the 2022 tour, covering a total of 120 performances in 42 cities. At present, there are 7 cities to issue tickets, most of the tickets have been sold out, and only some of the higher prices such as 980 yuan and 880 yuan still have a small number of remaining tickets.
Rooted in the cultural core, with the help of film and television variety shows. In 2021, Henan Satellite TV has successively launched dance works such as "Tang Palace Night Banquet", "Furong Pond", "Paper Fan Scholar", "Prayer", "Dragon Gate King Kong", "Dongdu Walker" and so on, bringing the audience into the beautiful traditional dance mood again and again; variety shows such as "Dance Storm" and "Dance Student" will also show young dance artists in the public eye. All these have boosted the current rise in the popularity of dance, and have become the driving force for dance to approach the audience and the audience to enter the theater.
2021 Henan Satellite TV Spring Festival Gala "Tang Palace Night Banquet"
"We found that young people are very enthusiastic about traditional Chinese culture, and many audiences will wear Hanfu to the theater to watch performances." Yu Tingting said that the consumption stickiness of dance audiences is very high, and the willingness to pursue good dramas is also very strong, and high-quality dance projects have a large market space. Coupled with the special time of the centenary of the founding of the party in 2021 and the gushing of patriotic feelings against the epidemic in the country, the dance works with the theme of "traditional culture" have become very popular, and "Only This Green", "Five Stars Out of the East", "Li Bai", "Zhaojun Out of the Plug" and so on are just the best works that show traditional Chinese culture.
Pay attention to marketing and make the "outer coat" shine
On January 23, 2022, the dance drama "The Eternal Electric Wave" was performed at the Shanghai Majestic Theatre for 400 performances; in the same month, the first round of the dance and poetry drama "Only This Green" toured 16 cities and performed 50 times at the Beijing Tianqiao Art Center; "Dance for the People" - "Dancing Classics" also kicked off the national tour in November 2021. Compared with the past, in 2021, many dance works will launch a national tour, affecting the radiation of the whole country.
Marketing is like a "coat", making the work attractive before it is officially "appeared", and a scientific and effective marketing method is also indispensable. "Only this green" is one of the projects operated by a national tour in the four seas, although there are well-known choreographers Zhou Liya and Han Zhen to do the guarantee, but the promotion of the new project is not easy, initially Shanghai tickets only a poster as a promotional material, tickets only sold 200,000 tickets a week, coupled with high performance costs, large epidemic risk, the initial operational pressure is very large. "New works need a certain period of promotion and preparation, and if the publicity cannot keep up, good projects will gradually become silent." After the launch of a series of marketing measures such as follow-up rehearsal photo exposure, press conference, release of beautiful makeup photos, support of media such as the People's Network, and holding fan meetings, coupled with the fermentation of word of mouth after the premiere of the National Centre for the Performing Arts, the box office rose rapidly.
In Yu Tingting's view, high-quality dance projects are not afraid of short publicity cycles, good content coupled with good marketing, and the market effect may exceed expectations. In November 2021, due to the cancellation of the Nanjing station of "Only This Green" due to the epidemic situation, the Hangzhou station was temporarily added, and the promotion time was only one week, and the performance tickets were sold out in one day. "Performance marketing is actually very knowledgeable and tests judgment. It is not only necessary to prejudge the market prospects of the project, but also to select different marketing methods according to different works, find out the positioning, select the performance city and theater, plan online and offline activities, and feed the box office through the word of mouth of the works. Yu Tingting said.
Cross-border cooperation to broaden the "borders"
Break through the small circle and seek greater development. The dance and poetry drama "Only This Green" is jointly produced by the Palace Museum, China Oriental Performing Arts Group Co., Ltd., and People's Network Co., Ltd., and jointly produced by Yushang hemei Culture Development Co., Ltd. and Beijing Sihai Cultural Communication Co., Ltd., forming a strong support for historical study, performance standards, publicity and promotion, and marketing planning. The work not only invites experts from the Palace Museum and the National Academy of Painting of China, as well as artists and intangible cultural heritage consultants to form a consulting team to carry out lectures on the popularization of traditional Chinese culture and the knowledge related to "A Thousand Miles of Rivers and Mountains", but also invites the inheritors of the national and provincial intangible cultural heritage of related crafts to explain, teach the actors of the craftsmen by hand, and guide the props used for stage performances on the spot, which is rare in creating original dance drama works.
The cross-border cooperation of dance, "Only This Green" is by no means an isolated case. Dance for the People - "Dance Classics" brings together the classic dance works precipitated since the establishment of the Beijing Dance Academy, and specially invites the original choreographer and the original dancers as rehearsal directors to give one-on-one guidance to the actors, from posture movements to performance emotions, reshaping the classics in rehearsals over and over again. The main creative team of the dance drama "Five Stars out of the East" went to Xinjiang to collect on-the-spot style, and during the rehearsal period, more than 70 experts in dance, literature, history, philosophy and other fields were specially invited to discuss the content of the script and change the draft 12 times, collecting the "five stars out of the East and Benefiting China" arm guards and cultural relics unearthed in the Han Dynasty as elements, and striving to restore the social landscape of that time to the greatest extent in details such as plot expression and even costumes.
Five stars out of the Orient stills
In terms of works, cross-border cooperation is quality assurance, and in terms of the market, cross-border is the only way to win more segmented audiences.
At the beginning of 2022, Great Wall Wine took the lead in landing a heavy chess piece in the field of culture, and in January this year, Great Wall Wine signed a strategic cooperation agreement with China Oriental Performing Arts Group to launch a new joint wine product of "Only This Green", and build a cross-border integration of Great Wall wine with Chinese traditional culture and national art.
"Only This Green" co-branded wine
Integrate culture into products and empower brands with art. The eye-catching achievements of the original dance have attracted more corporate brands and commercial elements to pay attention to traditional culture, focus on dance works, and broaden the boundaries of "dance" docking business. For a long time, dance has been regarded as the "carnival of people in the circle", and the injection of commercial resources is gradually broadening the boundaries of art, adding more cultural value and commercial value to dance art. It can be said that with diversified cross-border cooperation, dance is gradually entering a new stage of development.
Author: Xiang Wen Chen Hang
Editor/Typographer: Liu Jia