How does Shanghai's immersive performing arts embrace "change"?, "New World" box office increased by 203% year-on-year

Release time:Jun 18, 2024 17:04 PM

During the Dragon Boat Festival holiday, the immersive theater "New World" Drama Manor located in Shanghai Film and Television Park ushered in a wave of viewing enthusiasm. The number of ticket buyers increased by 117% year-on-year, and the total box office increased by 203% year-on-year.

Starting from the Sleepless Night 8 years ago, Shanghai's immersive performances have taken the lead in the country. With the market adjustment and the change of audience tastes, immersive performances are also constantly updating and iterating to find their own loyal audiences.

Thinking about change is the consensus of many immersive performing arts practitioners. Jiefang Daily Shangguan News reporter learned that as the originator of domestic immersive performing arts, the Shanghai version of "Sleepless Night" has performed more than 1,900 times since its premiere on December 14, 2016, with more than 580,000 people watching the performances and a total revenue of more than 490 million yuan as of April this year. This summer, "Sleepless Night" plans to launch a new cabaret performance. "Cabaret" originated in France in the 18th century. It combines elements such as songs, dances, and comedy. The style is warm, direct, simple and cheerful. The audience can surround the stage at close range, enjoy food and wine while enjoying the performance.

Last October, "New World" was upgraded to "New World: Cage-Breaking Feast", with ten story lines, more than 40 professional actors, and a six-hour performance, writing a historical picture of Shanghai people from all walks of life united to fight the war. During the special performance of the Dragon Boat Festival, the production team also prepared rice dumplings for the audience at the dinner in the play. In the daily performances every week, whether it is the scene design in the play or the performance of the actors, there are traditional cultural elements, such as the guzheng played in the calligraphy and painting gallery and the "Book of Songs" recited in the banquet hall.

The combination of indoor and outdoor scenes ensures that the audience will never get tired of watching the show and will be happy to watch it over and over again

From "Sleepless Night" to "New World", Shanghai's immersive performances have undergone an important transformation from introducing foreign classics to cultivating local original forces. Today, Shanghai is not only the "performance dock" of immersive performances across the country, but has gradually transformed into a source of creation. During the Dragon Boat Festival performance, the "New World" Drama Manor welcomed audiences from Nanjing, Zhuhai, Beijing, and Liaoning. Some young audiences rushed to Shanghai Film and Television Park dragging their suitcases as soon as they got off the plane. The staff observed an important change: as the user group gradually expanded, many children were added to the audience team. The youngest of them was only six years old. Under the guidance of their parents, they roamed the entire manor with interest and explored Shanghai in 1945. A considerable number of audiences returned to the manor to "re-brush" after their first experience. Some audiences said, "It's not only fun and interesting, but it really makes people remember history."

In recent years, immersive entertainment such as escape rooms, interactive dramas, and live-action script-killing games have flourished across the country, especially immersive theater, which is particularly popular. Different from the traditional proscenium stage, the audience is immersed in the plot as a character in the immersive performance project. The multi-line plot and open-ended dramatic ending are deeply loved by the Z generation who have a strong need to "show themselves", and have gradually become a popular offline entertainment method for the new generation of consumers.

On the other hand, immersive performance projects also face more arduous challenges than general performances. Large-scale immersive spaces mean high costs and the need to "fill" a large number of experienced actors. Once the space is reduced, immersion becomes a "slogan" that is not enough to attract knowledgeable young audiences. In addition, the audience's requirements for the plot are getting higher and higher. The story must be logical and full of twists and turns, the interaction between the actors must be appropriate, and the costumes and props must not be shoddy, so that local audiences can watch it many times and attract tourists to use it as another option besides tourist attractions.

Fierce market competition has led to the continuous upgrading and iteration of immersive performing arts projects in Shanghai. The "Legend of the Pearl" on the cruise ship and the "Famous" in the old building have now "disappeared" from the performance ticketing website. "Forensic Qin Ming - The Corpse Whisperer" ended its more than two-year residency at the Shanghai 1862 Fashion Art Center in April and will be unveiled at the Shenzhen Yuehai Street Cultural and Sports Center, which is the first new performing arts space created by Shenzhen Poly Theater. The immersive interactive drama "Money World" landed in Shanghai in 2019, and after three version updates, it will go to Chongqing and Beijing in 2023. The organizer said that in order to adjust the mechanism and refresh the experience, "Money World" is currently "off the market" again.

Nowadays, the online feedback from the first batch of audiences has an increasingly greater impact on the purchase intention of later audiences, and good reviews and word of mouth have become increasingly important. This is why a Sino-foreign cooperative immersive project that just landed in Shanghai this year was "paused" after the preview and adjusted the details based on audience feedback.

Every creative team is welcoming the changes. The staff of "New World" said that they will continue to polish the work in the future, constantly upgrading from multiple angles such as actors, scripts, mechanisms and scenes, and are committed to leading the audience into a more real and shocking Shanghai story. Online, "New World" has reached a cooperation with the production team of the interactive film and television game "Flying Over Room 13" to prepare to create a new online interactive film and television game "Codename: New World", transferring the offline "performance game" mode to the online "film and television game" mode, and further expanding the influence of the "New World" IP.

How does Shanghai's immersive performing arts embrace "change"?, "New World" box office increased by 203% year-on-year

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