At present, as the new generation of young consumers of the Internet generation occupies the position of the main force in the consumer market, the market's pursuit of personalized consumption, experiential economy and artistic aesthetics is increasing, and people's consumption demand for movie-watching and performing arts consumption experience is soaring, forcing all kinds of performing arts and experiential products to continue to innovate and break through to meet market demand. In addition, with the empowerment of innovative technology, performances continue to integrate with creative technology and digital technology, resulting in a large number of personalized and customized products and gameplay, which promotes the development of new models of performance experience and service. The "Performing Arts +" consumer market is unprecedentedly hot and has unlimited development prospects, which also empowers the commercial market to continuously integrate and innovate and present more diversified leisure and entertainment experience content.
Cultural Tourism + Performing Arts Park
Tourism and performing arts is an important starting point for the integration of culture and tourism, and building a performing arts park is a common mode in cultural tourism and performing arts. The so-called cultural tourism and performing arts mostly refer to the theme performances presented by the scenic spots through the creation of large-scale cultural tourism theme parks, with tourists as the main body and culture as the core, combined with multiple forms such as singing and dancing, circus, acrobatics, and opera. The advantage is that tourists can also enjoy performing arts during the break of the amusement project, and the two are integrated with each other to attract tourists and easily replicate in other places. However, compared with other performing arts + formats, the investment cost of performing arts parks is relatively large.
Songcheng Performing Arts "Songcheng Eternal Love"
At present, the most outstanding performance in the field of performing arts parks is Songcheng Performing Arts Company, which can be called the leading brand in the domestic performing arts industry and the head brand of tourism performing arts. Songcheng Performing Arts Company has been deeply engaged in the field of cultural performing arts for more than 20 years, focusing on the two major brands of "Songcheng" and "Eternal Love", with 74 performing arts theaters of various types, more than 175,000 seats, and more than 40 million regular annual audiences for the "Eternal Love" series of performances. At present, there are dozens of tourist areas such as Hangzhou, Sanya, Lijiang, Jiuzhai, Guilin, Zhangjiajie, Xi'an, Shanghai, Foshan, Xitang, Zhuhai and Australia, 30 theme parks, hundreds of eternal love and performing arts shows, and dozens of cultural and entertainment projects such as Songcheng Performing Arts Park. Nowadays, Songcheng Performing Arts has also formed a combination of light and heavy mode for project expansion, and through the IP effect of the "Eternal Love" series, it has created an asset-light output model of "XX Eternal Love", and simply and quickly realized the expansion of the national brand.
Part of the "Eternal Love" series
"Theme Park + Cultural Performance" is its original live performance model. Hangzhou Songcheng Performing Arts Park, which was founded in 1997, is one of its most well-known representative works, which fully amplifies the core drive of performing arts to create a series of performances of "Eternal Love" that attracts thousands of tourists from other places to check in. In addition, the Performing Arts Park has also extended cultural elements to the theme block, built a number of theaters, formed a number of small performing arts shuttling between the block squares, launched the outdoor version of "Songcheng Eternal Love", the live performance "Bagpipe Love", the light and shadow show "My All" and other performances, and launched the "Songcheng Wonderful Night", the introduction of "Thunderstorm", "Anxiety Relief Grocery Store" and other well-known plays, from 10 a.m. to 9 p.m. Maximizes the length of stay for consumers.
Hangzhou Songcheng eternal love performance
"Only Henan, Drama Fantasy City"
"Only Henan: Drama Fantasy City" is China's first panoramic fully immersive drama theme park jointly created by Jianye Group and director Wang Chaoge. Based on the heavy theme of Central Plains culture, it tells the story of "land, food, and inheritance" through immersive theatrical art, and reaches the core of Central Plains culture and Yellow River civilization, with advanced and leading artistic value and social value. Through the expression of symbolic Henan cultural symbols, it reproduces the long-standing and profound cultural connotation of Henan in the form of art, and has also become a new business card handed by Henan to the world.
With 21 large and small theaters and more than 900 actors, "Only Henan Drama Fantasy City" is also the largest drama settlement in the world. Through 56 spaces in these 21 theaters, it has created 3 theme theaters, 3 shocking dramas, 2 night shows, 10 micro-theaters, 27 situational theater spaces, and more than 33 performance locations, with up to 125 performances in a single day and a cumulative performance time of up to 4,050 minutes.
Commercial + Theatre in Residence
In order to better link consumers, more and more commercial entities have begun to actively create cultural and scene content, and introduce more traffic and customer groups for commercial entities through cultural added value, form their own more distinctive labels, and strengthen emotional resonance with consumers. On this basis, cultural consumption is becoming increasingly important, and more and more commercial entities have begun to actively introduce large-scale cultural-related brands as their main stores, among which performing arts theaters have developed into a major highlight and main format of many large-scale theme commercial centers. In the face of the increasing caution in the expansion of large-scale theater-style anchor stores, the resident immersive performance theater has become a new expansion trend, which is a staged theater space that specially designs and customizes a specific performance scene for a performance project and realizes the resident performance for several months, breaking people's impression of traditional theater and further promoting the integration of performing arts development and commercial consumption.
Happy Twist "Crazy Barbershop", "Lane 1992"
In 2021, Happy Twist launched the immersive comedy "Crazy Barbershop" and chose to perform a flash mob residency in the mall of Shanghai Ruihong Tiandi Sun Palace. The play has added the element of script killing, and has been sought after by young audiences through an open, guided and interactive mode of multi-clues, multi-angles and multi-endings. In just four months, there were 120 performances and more than 8 million yuan at the box office. As of August 15, 2023, the play has been successfully performed 500 times and has received unanimous praise from the market.
China's first late-night immersive sleepwalking theater "Lane 1992" is another immersive theater project cooperated by Happy Twist and commercial complexes. The show chose to perform in residence at the Raffles City Market on the North Bund, with the help of the Internet celebrity check-in place "Shanghai Laoli Lane Scene", with 12 professional NPC actors, and the performance time period is arranged in the late night period after the mall closes, players can take three or five friends to follow 12 NPC professional actors to shuttle through the streets and alleys of the lane and various retro rooms at night, enhancing the immersive experience of consumers.
Sleep No More
In October 2022, the immersive drama "Sleep no more", which is known as worthy of being watched N times, opened a special exhibition in the Shenzhen MixC Shopping Center, integrating a variety of media and expression techniques to present the audience with a unique immersive theatrical dream, bringing a unique immersive theatrical experience into the shopping mall. The popular "Sleepless Night" is adapted from Shakespeare's classic "Macbeth", in the performance of each character has a story line, because you can freely choose to watch the plot, so that the whole performance extends a variety of different viewing routes, the audience can follow other characters during the performance, free shuttle to choose the performance they want to see, tourists in the unknown situation to pursue, or overlapping the main line, or there are other characters, both entertainment and adventure, so that the work has the value of multiple experiences.
A new space for compound performing arts
In addition to resident theaters, more and more new performing arts spaces have begun to appear in commercial complexes that value cultural consumption. They are mostly embodied in leisure consumption spaces such as night clubs, bars, cafes, and tea houses, and create a new space for characteristic composite performing arts through "performing arts +". The new performing arts space is no longer confined to the performing arts style of the traditional stage space, but meets the consumption needs of customers at more levels through a diversified combination of functions, and endows the place with its unique cultural temperature. And through this form, it forms a link with a variety of commercial elements to improve the profit point in a single space, which is the most common mode of combining performing arts and business.
Compound Performing Arts Dinner Show "Fun Explorer"
The immersive food interactive drama "Fun Explorer" is the first in-depth crossover of "performing arts + catering" in China, and its content core is mainly performing arts, and the consumer market for it spans the two industries of performing arts and catering, breaking the traditional barriers of cross-border cooperation and finding another way to fill the gap in the market. The original version of "Fun Explorer" was created by Gingerline, the "British leader in immersive food interactive plays" with 11 years of production experience and nearly 20 theatrical food and beverage scripts. After admission, spectators will be placed at tables designed in the style of "hot air balloons". The actors in the performance are not only responsible for the function of acting, but also responsible for "cooking" and "serving". Dance performances, physical drama, mime, multimedia animation, installation art, improvisational interaction and novel cuisine are perfectly integrated, giving everyone a 360° immersive theater viewing experience, and enjoy the all-inclusive price of "watching drama + eating + equipment". The play premiered in the summer of 2021, with a total of 27 days of performances and a total of 81 performances in the first round.
Live house of music
Livehouse mostly refers to the small scale attached to the bar, generally between 100 and 1,000 people, taking a standing viewing mode, providing high-quality performance venues for rock, folk, jazz, rap and other music styles. With the popularity of music variety shows such as "China Has Hip Hop" and "Summer of the Band", domestic niche music genres have also ushered in new development, which has then broken the audience circle of live performance venues, making Livehouse well-known by more and more young people. At present, Shanghai's livehouse has become the main position leading the development of the city's live music industry. In addition to owning the country's leading live music brands such as Modern Sky, it also owns local well-known brands such as MAO, Yuyintang, and Snap Finger. Each livehouse has its own unique characteristics, forming a benign development situation that can not only give full play to individual advantages, but also achieve win-win cooperation.
Modern Sky Lab Shanghai
Performing Arts Tea Room "Kunqu Opera Tea House"
Kunqu Opera Tea House is located in Kunshan Dayuwan Style Commercial Street, which is another Kunqu Opera cultural front created by Kunshan Contemporary Kunqu Opera Theater after Liangchenyu Kunqu Opera Theater and Kunqu Opera Cultural Center. On the first floor of the tea house, there is a Kunqu Opera stage, which is dominated by a tea house, where you can listen to the graceful and elegant Kunqu Opera while tasting tea. On the second floor, there are open booths and small private rooms, and guests can freely choose according to the number of people. In addition to Kunqu Opera, the Kunqu Opera Tea House also launches diversified performing arts content such as tin opera, Shanghai opera, xuanjuan, and pingtan from time to time, attracting a large number of local and non-local consumer groups through the model of opera performing arts + tea room.
In addition to "Cultural Tourism + Performing Arts Park", "Commercial + Resident Theater" and "New Composite Performing Arts Space", there are more performing arts elements to empower commercial spaces, such as outdoor performing arts spaces, performing arts IP activities, etc. In the future, the integration of performing arts and business is bound to empower business to develop in a more diverse, innovative and immersive direction, and promote the birth of more new performing arts, new businesses and new scenes.
Article source: INSITE Yingshi Assets
Characteristic Real Estate Zhuge Liang - Soaring Horse China, more than 20 years of professional, dedicated and dedicated to the transformation of real estate enterprises in cities and counties into characteristic towns, commercial real estate & industrial real estate projects to provide full nanny menu services:
1. Land acquisition consultants, combined with international and domestic robots, science and technology innovation schools, smart hospitals, cultural creativity, pension industry resources, strategic planning of top-level design for characteristic real estate projects such as characteristic towns and characteristic commercial streets;
2. Integration of planning and design, and join hands with the National Grade A Architectural Design Institute to transform commercial real estate such as complexes, shopping malls, commercial streets, professional markets, and community businesses for real estate enterprises; Industrial real estate such as business travel, cultural and creative, science and technology, agricultural innovation, health, sports and leisure, pension education, new economic park development, providing positioning planning, conceptual planning, architectural design solutions;
3. Leasing and sales agent, with more than 20 years of experience in menu services in tens of millions of square meters of cities and counties, to attract investment and sales for industrial real estate & commercial real estate projects such as trade and logistics real estate, characteristic commercial streets, etc.;
4. Project diagnosis, providing solutions to problem projects in cities and counties;
5. Whole-process consultant, with more than 20 years of accumulated experience in menu service to escort the whole process of the project.