Why the dance drama "Awakening · Lion" is "explosive" in the cloud

"The" Awakening Lion "of the Guangzhou Song and Dance Theater was originally scheduled to be performed at the Sichuan Grand Theater on July 21st and 22nd, but because the epidemic was temporarily canceled. At 7:30 on the evening of the 21st, the performance was continued with online live broadcast, and the ticket was 1 yuan. "Before the performance, this simple copy was paired with an online performance poster to swipe the circle of friends in Chengdu. Yu Times, the number of online viewers was 3.4 million. In the "compromise" of "Come", the repertoire of the "Lotus Award" that had won the highest prize of the Chinese dance award once again received an unexpected surprise in Rongcheng.

The two -way walk on the stage and the audience

At 7:30 pm on July 21, when the two little lions on the screen of the reporter walked into the gate of the Sichuan Grand Theater with the performance of the show on the screen, the online had a total of nearly 1 million people watched the show. The curtain was opened, but behind the "burning" and "飒" on the stage, the "Yi" and "Dare" of the Guangzhou Opera Theater and the Sichuan Grand Theater.

On the 17th, the 88 -person staff team of "Awakening Lion" came to Chengdu. After 2 days of downtown and 2 joint arrangements, it was actively prepared for offline performances. "When everything is ready, it is very anxious at that time because of the local epidemic prevention and control." The theater communicated with the Guangzhou Opera Theater overnight and decided to use the advantages of both parties to move offline performances to online. Immediately afterwards, the two sides started a series of work such as communication live broadcast platforms and re -arrangement for live broadcasts. Until the "Wake -up Lion" met with the audience in the "cloud", and this process only took 48 hours.

From offline performances to online, the success of "Wake -up Lion" is inseparable from keywords such as "1 yuan fare" and "cultural benefits to the people". It is reported that the online live broadcast of "Awakening Lion" was implemented by the Sichuan Grand Theater, and intellectual property rights belong to the Guangzhou Song and Dance Theater. After negotiation between the two parties, in terms of the pricing of cloud performances, it not only considered the price benefits, the people, but also the value of the art, the respect of the works and all the staff. "1 yuan fare represents both the original intention of serving the people at the Guangzhou Song and Dance Theater, but also the artistic pursuit of the Sichuan Grand Theater, which represents this innovative cloud watching and promised to support stage art audiences." Liu Chuan, Secretary of the Party Committee and Chairman of the Art Palace Co., Ltd., said.

"The popularity of" Awakening Lion "is not accidental. Behind this is the persistence of all staff members of the Guangzhou Opera Theater and the pursuit of high -level art quality." Qianqianjin believes that the "broken circle" of "Wake -up Lion" also benefits. In the accumulation of word of mouth, "Wake -up Lion" has adhered to the artistic quality of the repertoire since the premiere of 2018, and the accumulated reputation has brought the extraordinary appeal of this performance. The result of two -way rushing. "

Let good projects amplify brand value in good marketing

Unexpectedly, this performance changed to online performances due to the needs of the epidemic prevention and control has become a hot cultural event in Sichuan, Guangdong, and even the country. "Before the performance, I preset the goal of 1 million person -times. The Guangzhou side did not have a peaceful side. I might feel that I was bragging." Liu Chuan laughed. "After all, it was only a day from making decisions to performance. I thought, 300,000, 300,000 It's okay. "The final result is far more than imagined. The data fixed at 3.4 million people, once rushing to the hot search, creating the myth of online live performances.

On the day of the performance, the "1 yuan cloud watched" Wake -up Lion "" attracted 10.4089 million attention, 1.3941 million netizens liked, more than 47,300 reposts and comments, and the platform was searching for the list simultaneously. The various reports, discussions, and topics have continued to ferment. The Sichuan Grand Theater and "Awakening Lion" won a win -win situation for market and word -of -mouth. What does this data mean? A person related to the Sichuan Provincial Performance Entertainment Industry Association calculated, "It is equivalent to more than 2,000 offline performances, and many theater performances cannot achieve such results in a year."

In fact, "Wake -up Lion" is an old project, and online performance is not a fresh form. Why did the "old project"+"old form" collide with a new spark in Chengdu? Behind this hot cultural event, there are more problems worth thinking about.

The reporter learned that the online live broadcast of "Wake -up Lion" is a temporary move. It is also the first time that the Sichuan Grand Theater has tried the water and clouds. There are many factors behind the red and red. Liu Chuan analyzed that the innovative "1 yuan movie" is a successful commercial marketing, which itself has the topic. What he did not expect was the rapid "out of the circle" of the incident and the general attention of the society. From online to offline, a million people relay within 48 hours. , Beyond the imagination of many people. The cultural consumer market has huge potential, which also allows Sichuan and even the domestic performing arts industry to be more encouraged and inspired. Liu rumored that in the future, it will pay more attention to and cultivate innovative awareness of team theater operations, so that good projects can enlarge the brand in good marketing brands in good marketing. value.

Can the myths live on the online live broadcast of "Awakening Lion" continue?In this regard, Liu Chuan said that online live broadcast is a survive move in order to perform the safety of performance, and cannot be promoted normally.In his opinion, the charm of stage art is the spiritual interaction between the artist and the audience. Each performance is re -created. It is an art journey to complete the fate of flesh and blood on the stage.The pattern cannot be copied, but the spirit of innovation and pioneering can be inherited.Liu Chuan revealed that he hopes to further deepen cooperation with Guangzhou, such as promoting the cultural interaction of first -tier cities and new first -tier cities, expanding cultural exchanges between the Greater Bay Area and Chengdu -Chongqing region, etc.Essence(The texts of the text are full of pictures of "Awakening Lion" stills in the Sichuan Grand Theater)

"China Culture News" on July 27, 2022

The second edition published a special report

"Dance Dance" Wake up · Lion "He Chengyun" explosion ""

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Editor -in -chief: Chen Xiaoyue

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