There is a "small card" in Tianjin, since 2015, when it "fell to the ground", it has carried the audience with one hand and the courtyard group with the other hand, and cut through thorns all the way, lighting up the bright lights of cultural life for the people of Jingu, and also writing a new legend for creating literary and artistic masterpieces and prospering the literary and art market.
Now, this small card of "courage and strategy", the Tianjin Culture BenefitIng the People Card, warms the theater and makes life beautiful.
The government subsidized 250 million yuan to invite the people to watch the drama
"Xiqu Big Dock", "Hometown of Quyi", "Cradle of Chinese Drama"... This cultural business card has made Tianjin, an important literary and artistic town, famous throughout the country, and the audience of Tianjin Gate is famous for loving art and understanding art. However, the performing arts market has become a strange circle: theater groups rely on free tickets to "fill" the theater; audiences rely on "relationships" to see theaters.
Why is the market so embarrassing? First listen to the hearts of the people: "This performance ticket is not cheap!" Especially famous dramas, a performance of hundreds of yuan or even thousands of yuan, where willing to buy ah! An economic account has become an "air wall" between the audience and the theater.
How can we invite people to the theater and enjoy a high-quality cultural life? At 00:00 on March 28, 2015, a "small card", the Tianjin Culture Benefit Card, came into being. The government put the money originally subsidized to the theater group directly into the pockets of the audience. The ticket price has dropped, so why worry about the audience not buying tickets to enter the theater?
At 00:00 on the same day, the first audience to apply for a Wenhui card, Sheng Runze, still remembered: "I spent 100 yuan to get a card, and the government gave a subsidy of 400 yuan, and the consumption limit of each card reached 500 yuan." Purchase tickets with a Wenhui Card and enjoy a 40% to 30% discount on the fare. Tickets with a price of 500 yuan actually cost 100 yuan, and some low-priced tickets only cost tens of yuan and more than ten yuan. The ticket price is cheap, and we dare to enter the theater; there are performances, and we dare to watch them. This Wenhui card is really a cultural benefit to the people! ”
Since 2015, about 850,000 people have applied for a Wenhui Card, and the government has given Wenhui Card subsidies of 250 million yuan.
The government spends money to invite the masses to enter the theater so that the people can truly enjoy the dividends of culture. Since having Wen Huika, Hu Jinyan has become a well-known "aunt in red". Whether it is watching a performance or participating in various art sharing meetings held by Wenhuika, there is a figure of Aunt Hu, who likes to wear red clothes and post photos.
"Aunt in Red" Hu Jinyan (right) has a collection of more than 1,500 performance ticket stubs. Photo by reporter Liu Lili
Over 6 years, she has collected more than 1,500 show ticket stubs. The one who supported Aunt Hu the most to watch the performance was her son, because since her mother fell in love with Wen Huika, her fiery temper had disappeared. Even the neighbors joked with Aunt Hu: "In the past, your family listened to you talk alone, but now, you can be polite!" "Wenhuika not only let Aunt Hu taste the sweetness of cultural life, but also made the people around her feel the harmony and happiness brought by culture."
The performing arts market is alive, and literary and artistic creation is on fire
XiaoWenhuika invited the audience into the theater, also made the cake of the performing arts market bigger, and also pushed 11 municipal literary and art academies to the market.
Zeng Zhaojuan, director of the Tianjin Commentary Theater, said of the past: "In the past, there were few audiences, and the actors' performances were also unpopular. In order to live, some young actors began to work part-time and even wanted to change careers. It was Wen Huika, which made the theater have a lot of excitement, and our practice room was also lively. After a lot of performances, the actors have income, and with the display platform, everyone's mind is on the performance. ”
In 2015, Wenhuika performed 952 times; in the second year, it nearly doubled to 1781; in the third year, it continued to double to 3815 performances; in 2018 and 2019, it steadily increased to more than 5,000 performances for two consecutive years; in 2020, due to the impact of the new crown epidemic, 2,217 performances; in 2021, it picked up strongly, reaching 5,840 performances.
In the face of the big "cake" of Wen Huika, how much the theater group can share, the audience watching the play has the final say. Zeng Zhaojuan said: "Whether there is a market for the plays you rehearse depends on whether the audience likes it or not, and whether the audience buys your tickets." This forces us to find ways to continuously improve literary and artistic creativity, come up with fine products, and retain audiences. ”
Guo Hongbin, director of the Tianjin Children's Art Theater Troupe, introduced that since the release of Wenhuika, Tianjin Children's Art has taken "telling Chinese stories well" as its creative direction, and has created an average of five or six new works every year. At the same time, the rearrangement troupe retains more than 20 plays. "From 2015 to now, we have accumulated 40 or 50 market-oriented plays. If the audience orders a play now, we can act right away. ”
Wen Huika activated the performing arts market, "forcing" the theater group to open up the "second pulse of Ren Dou" in creation and production, forming a virtuous circle in which the theater group arranges good plays, the audience spends money to enter the theater, and the market continues to grow. As a result, a number of high-quality masterpieces such as the drama "Canal 1935", the commentary "Revolutionary Family", the Peking opera "Di Qing", the children's drama "Young Luban", the dance drama "Haihe Red Sail", and the symphony concert of "Four Masterpieces of China" have been continuously put on the stage.
Precise service, culture benefits the people more intimately
At the beginning of 2020, the new crown pneumonia epidemic brought a huge test to the performing arts market. Wen Huika once again cleverly took a path, tested the water network, and moved the theater to the network. The first live broadcast of the "Tianjin Hebei Yizi Theater Famous Section Concert" attracted more than 23,000 people from all over the country to watch. Peking opera "Yang Jia jiang" and Hebei Zizi 'Wang Baojun' and other dramas have been broadcast live online one after another, and Wen Huika has delivered a cultural feast to the "stay-at-home" audience.
In July 2020, the offline theater returned, and Wenhui card sent the new year subsidy to the audience in time to cheer for the recovery of the cultural market. During the "Eleventh" holiday in 2020, 286 Wenhuika performances were staged, and the performance income reached 6.58 million yuan, which was 320% of the same period in 2019.
In recent years, Wenhui Card has continuously refined its services, and according to different consumer groups, it has launched gold cards, inclusive cards, suburban cards, student cards, public welfare cards, etc., so as to make cultural services more popular and accurate; break down barriers, expand the market, establish a "cultural performance alliance for the benefit of the people", absorb private theater groups, introduce excellent plays at home and abroad, and give the audience more choices; open up cultural horizons, build healthy competition between theaters and groups, form a healthy literary and artistic ecosystem; open up derivative activities such as "Square Inch Art Enjoyment Club" and "I Speak for Good Drama". Constantly distributing cultural benefits, narrowing the distance between the audience and the stage...
The little Wenhui card has become a seed for sowing literature and art, and in the land of Jingu, the people have harvested the happy flower of cultural life, and also made the hundred gardens of literature and art more beautiful and fragrant.
Reporter's Note: Benefiting the people with literature and lighting up a better life
A good life should be both materially rich and spiritually abundant. In the face of the growing spiritual and cultural needs of the people, Tianjin has vigorously launched new cultural measures, actively promoted supply-side structural reform in the cultural field, and deeply implemented cultural projects to benefit the people.
Starting from the people's demand for culture and art, from the organic combination of culture benefiting the people and the prosperous performing arts market, and from the institutional mechanism of putting social benefits in the first place and unifying social benefits and economic benefits, the Tianjin Cultural Benefit Card came into being.
Wenhuika strives for "change" in this initiative to practice cultural reform. The government has changed the subsidized theater group into a subsidized audience, and this "change" not only "changed" the audience's literary and artistic heart of falling in love with the theater, but also "changed" the motivation and vitality of the theater group to create for the people, and also "changed" out of the hundred flowers blooming in the Jinmen performing arts market; this "change" has also opened up a virtuous circle between "the audience, the theater group, and the market" and continuously promoted the prosperity and development of socialist culture.
Regardless of the ever-changing, Wenhuika's "people-centered" purpose remains unchanged. Benefiting the people with culture, people's cultural life is full of fruitful sense of gain and happiness. The cultural benefits brought by Wenhuika and the cultural atmosphere created make the days full of fireworks more and more calm and elegant; a series of fine works full of cultural self-confidence make stage art shine, and also give silent nourishment to the soul. The light of literature and art illuminates the theaters one after another, lights up the beautiful life of the people, and makes a city emit a scorching light.
Source: Tianjin Daily