How can the offline typical entertainment format realize the simultaneous expansion of business capacity and model?| Shanghai Grand Theater: Streaming media cloud performing arts, XR immersive interaction, incorporating the "drama+" of digital and technical power

Foreword to see

Regarding positioning: In 2020, the Shanghai Grand Theater launched the online performance season brand "Tour Zero Station", which focuses on the introduction of overseas classic dramas and documentaries. Under the condition of "non -contact" The starting. The first playback on the online play is the zero station. The offline tour is the first station, which is a brand planning a big idea.

Project performance data (part): Young, female orientation, and intercity sinking are currently typical user characteristics of the "Tour Zero Station". Young audiences under the age of 35 of the Grand Theater accounted for 65%, and the data was significantly higher than in previous years. The promotion of online performances has changed the proportion of audiences and national audiences. At present, the proportion of audiences across the country has exceeded half. The younger the audience, the higher the probability of the country. Outside of the cultural town of Beijing, Guangzhou and Shenzhen, consumers in Chengdu, Hangzhou, Xi'an and other cities have also begun to appear. Through online performances, the theater broke the existing city to restrict the country to some extent.

Cooperation with Migu: Create the three -dimensional distribution matrix of the "three ends and four screens". In addition to the Migu Video, China Mobile Magic Bai, and the launch, they also specially customized the "VR future in the future. The theater "360 ° Cyber ​​Punk viewing scene, equipped with the" venue simulation "effect, restores users' immersion experience in the theater.

The cooperation with the Shanghai Grand Theater is a case that Migu and China Mobile integrate and output the interactive content and computing power services, so that online drama performances have been distributed high -quality and efficient, laying the foundation for breaking the upper limit of offline performance.

Migu also participated in the presentation of the content. In the presentation of the content of the drama, the interaction of XR is integrated. Through the visual VR panoramic editing tool, the context of the story line, implant 3D model channel, adding sound effects and other interactive points can be quickly built. , Realize the integration of plane and three -dimensional production.

Regarding some new model exploration: Based on the coverage of nationalized audience groups, the "Tour Zero Station" is also actively and cautiously innovative brand implantation form. At present, the "Blood Birthday" in Holmes has tried the in -depth integration of the content in the drama with the brand, that is, it fits the brand tone and adds clues and nodes in the drama. In the future, the Shanghai Grand Theater is also willing to actively explore the new business model of cloud performing arts with technology platforms and brands.

The following is the text.

Last week, the domestic first -line immersive interactive drama "Holmes Detective: Blood Birthday", which was jointly produced and operated by the Shanghai Grand Theater, Hongyang Drama and Migu Video, ushered in the premiere.

Different from all kinds of offline immersive dramas, Holmes Discovery: Blood Birthday is staged on the Tencent Conference client.

In the nearly 90 minutes of online performances, virtual space and original drama performances cooperate with the real -time online guidance of online MCs. Players can collect clues online, explore cases and decryption.

This is the latest measure to explore the possibility of cloud performing arts in the Shanghai Grand Theater. The epidemic disrupted the rhythm of offline performances, and also brought the Shanghai Grand Theater's cloud performing arts brand "Tour Zero Station" to return in advance.

The "Tour Zero Station" is the Shanghai Grand Theater during the 2020 epidemic.

In March, the offline performance of Shanghai was objective. The Shanghai Grand Theater restarted the "Tour Zero Station". From the first season of the past, more than ten international stage works were selected. The second season list was released on May 23.

Among them, "Sherlock Holmes Discovery: Blood Birthday" is the most special. It is presented in the form of "real -time performance+payment", allowing the audience to "transform" in the drama through the technical means of the cloud and obtain a variety of online immersive types in the drama. Experience.

However, compared to the first season of planning, the launch of the second season was part of the Shanghai Grand Theater President Plan.

The relevant person in charge of the Shanghai Grand Theater told the East and East and Entertainment | Arts and Entertainment. At the beginning of the "Tour Zero Station", it was planned as an online platform of the Grand Theater. Originally scheduled to be launched in the summer season, "the epidemic has made this plan ahead of time."

The branding of Yun Performing Arts has been practiced overseas. The most typical is Broadway on Demand.

According to public information, Broadway Point Network is currently the only drama streaming media in the world combining resources such as online content on demand, drama scene, professional master courses. Visitors can watch the drama performances of Broadway and London West District online.

Out of the exploration and experience accumulation of the new model, the two seasons of the Shanghai Grand Theater's "Tour Zero Station" were jointly produced by the Shanghai Grand Theater and Broadway Point Broadcasting Network. In the first quarter of 2022, two rounds of "return" to the second season of the second season, more than dozens of classic dramas at home and abroad accumulated more than 70 million viewing for the "Tour Station Zero Station", covering the national core drama consumer group.

As the "Holmes Discovery: Blood Birthday", which was originally the heavy project of this summer, after being launched in advance, the immersive form has received a lot of attention, which has also aroused the curiosity of the audience.

From a technical point of view, the cloud acting mode allows high -quality drama IP to reach more users, turning the audience from "under the stage" to "in it." The support of China Mobile Migu Mobile Cloud VR has also allowed the new form of online entertainment methods to be specific. It provides a technical empowerment of drama interaction and XR -based exploration sample.

In the long run, the cloud performance mode that actively changes during the epidemic period may play its due role in the future performance market to form its unique market potential range: online theater brands are not just "supplement positions supplement positions "It is also an important part of online empowerment, brand building, and audience. The long -term streaming brand operation or market operation of the theater or the market. VR+drama,

The first online immersive interactive drama in China

The online immersive interactive drama "Holmes Detective: Blood Birthday" is derived from the classic IP of "Holmes Detective Collection". It is adapted from the immersive drama "The Game’ s Afoot "launched last year.

In January 2021, the British drama market was completely suspended due to the influence of the new crown epidemic. The Let's Demon Drama launched an online immersive interactive drama "Sherlock Holmes: An Online Adventure", and has launched the London and Taiwan version.

The Holmes Detective: Blood Birthday "was staged by the original British classmate LET Drama, Hongyang Drama, and Chinese director Gao Shengyun, screenwriter Xiao Shiyao and Song Wenqi. "Truth" "Abyss", including many suspense works.

This version has made more localized innovation in terms of presentation. Cao Yibo, the producer of Holmes Detective: Bloody Birthday and General Manager of Hongyang Drama, said, "We will disclose some clues. Give the audience a process of finding the answer. Adjustment."

The special nature of the online immersive style, how to adjust the actor's performance method, control the rhythm of the drama, connect the online interactive space and the presentation of the drama, is a major problem at the creative level.

In the view of Hua Shuyu, the manager of the marketing department of the Shanghai Grand Theater, compared with overseas audiences' attitude towards immersive drama, mainland audiences attach more attention to the process of solving the puzzle solving case. Essence

In the end, Holmes Discovery: Blood Birthday adopted an actor to guide 10 audiences. Through repeated testing, the creative team believes that such a combination can better ensure the interaction between the audience and the actor.

"In the traditional theater, the number of actors may be guided more. We have reduced it to a certain extent, hoping to provide a deeper interaction for the audience. Of course, this is also related to the theater rhythm itself." Cao Yebo said.

The innovation of online immersive drama requires deeper technical intervention.

In March of this year, Migu reached cooperation with the Shanghai Grand Theater and jointly launched the "VR Future Theater". This time as the joint producer and XR experience provider of "Sherlock Holmes Discovery: Blood Birthday", China Mobile Migu based on 5G+XR technology applications, creating an exclusive online panorama for "Sherlock Holmes: Blood Birthday" Interactive space.

From the survey and search of the drama scenes, the online desktop puzzle to the drama interaction, even if the home is at home, the audience can enter the drama space in all aspects and participate in the immersive drama.

Considering the particularity of VR drama, the Shanghai Grand Theater chose the processing method of real actors+VR. Considering that VR is still restricted by a certain circle, breaks through the screen restrictions, and the setting of the online playback section can also be reached to different audiences on the web page.

The person in charge of the contents of China Mobile Migu Mimu's mobile cloud VR said that Migu's participation in "Sherlock Holmes Discovery: Blood Birthday" is mainly based on the exploration of the content line scene of the drama category.

In terms of localized online landing on overseas high -quality drama works, Migu Video Based on the professional ability advantage of cross -three networks, Migu Video provides content guarantee, distributed matrix with three -terminal multi -screen (TV, mobile phone end, head -high end, etc.) , Smooth immersive live broadcast and other guarantees to ensure the efficiency and rigor of high -quality drama distribution.

In order to ensure the smooth experience in the drama performance, Migu carried out a new model of technical guarantee for this project, relying on the support of computing power network, and through cloud scheduling, dual -living node deployment, etc. Essence

And this time the cooperation with the Shanghai Grand Theater is also a case of Migu and China Mobile's interactive content and computing power services. Lay the foundation.

Migu told East and Entertainment | Arts, Migu also participated in the presentation of the content. In the presentation of the content of the drama, it incorporates XR's innovative interaction. Through visual VR panoramic editing tools, you can quickly build the context of the story line. Interactive points such as 3D models and adding sound effects to achieve the integration display of plane and three -dimensional production. Users can interact with content and actors in the process of watching, and truly feel immersion and interest.

As the first online immersive drama, although there is still a certain optimization cycle at the level of video, actor performance, and space design, the exploration of the XR drama level is different from the traditional frame and offline immersive drama. Holmes Discovery: Blood Birthday "gives more audiences to have the opportunity to get out of the theater restrictions and choose their own sense of watching the drama.

"Station No. 1",

Long -term plan of the Shanghai Grand Theater Streaming Media Brand

"Young people are willing to try new things and accept new gameplay. This is why we choose" Sherlock Holmes Explore: Blood Birthday ". Young people are the main consumer of the secret room, script killing, and immersive drama." Hua Shuyu revealed the reasons for choosing this drama. In fact, in addition to the attention of the group of young audiences, in the face of the dual situation of market demand and the changes in the market objective environment, in the past two years, the Shanghai Grand Theater has been trying more new methods, introducing new technical applications, and conducting audiences. Connect more closely.

During the epidemic in 2020, the Shanghai Grand Theater launched the online performance season brand "Tour Zero Station", focusing on the introduction of overseas classic dramas and documentary. It aims to connect the theater and the audience under the condition of "non -contact" to achieve the purpose of selected drama purposes. Start.

Hua Shuyu said, "We use the first online playback as the zero station, then offline tour is the first station, which is a brand planning a big idea." The original intention of planning the "Tour Zero Station" in 2020 was to show some excellent projects abroad through online on -demand methods, and then wait for the epidemic to perform offline performances after the epidemic.

In principle of the selection, the "Tour No. zero" not only ensures the headerness, but also takes into account the initial nature of the content.

As one of the highest art stage in China, the "Tour Zero Station" attaches more importance to the choice of classic drama. In the first season of the first season of the opening of March this year, the film contains the "Sleeping Beauty of Sleeping Beauty in the Royal Ballet Group "Alice's Wandering Wonderland" and the theater version of London's South Bank Theater "The Was of the Five Years".

In the second season, the ordering list includes Iboson's representative work "Home of Dolls", Canada Strateford Theater version of "Hamlet", "King Lear", "Macing", "Romeo and Juliet" " "A series of classic Shakespeare works. In addition, the second season will invest a wider field of pan -culture in the field of panic, and go to the front and behind the stage, such as showing the musical "Hamilton", and "Chicago" and "The Biography of Ping Ping". These Broadway "explosive models" are unknown behind the scenes.

Echoing the current situation of the development of the global performing arts industry, the "Tour Zero Station" also focused on the second season of the documentary "Stage: Endless". The film tracks the process of world tour and the musical "Cat" Korean tour of the 2020 musical "The Phantom of the Theater", which tells the creative beliefs of global artists in the epidemic environment.

"The content of the film requires classic and influential. In addition to the classic repertoire in China, I also hope to convey the artistic concept with young audiences with the narrative of documentary." Hua Shuyu summarized.

With the help of online touching more audiences, in terms of marketing strategies, the Shanghai Grand Theater is also actively using the content community, such as trying to link with platforms such as Xiaohongshu, B, Douyin, and other platforms. At the same time, together with Migu, a three -dimensional distribution matrix of the "three ends and four screens". In addition to the Migu Video, China Mobile Mo Bai and the launch, they also specially customized the "VR Future Theater Theater on the head display product of the mobile cloud VR. "360 ° Cyber ​​Punk viewing scene, equipped with the" venue simulation "effect, restores the immersive experience of users watching in the theater.

In addition, the "Tour Zero Station" is also accelerating the establishment of the private area flow pool. Huashu revealed that according to the data of the existing platform, the purchase rate of users who joined the WeChat consultation background reached 80%, and the flow precipitation and conversion effect were obvious.

At present, the "Tour Zero Station" has accumulated a certain user group. Young, female orientation, and intercity sinking are currently typical user characteristics of this project.

Huashu revealed that at present, young audiences under the age of 35 of the Grand Theater account for 65%, and the data is significantly higher than in previous years. In addition, the promotion of online performances has changed the proportion of audiences and national audiences. At present, the proportion of audiences across the country has exceeded half. Hua Shuyu observed that the younger the audience, the higher the probability of the country's orientation.

As for the market sinking, outside the towns of cultural and Shenzhen Culture in the north, consumers in Chengdu, Hangzhou, Xi'an and other cities have also begun to appear. Through online performances, the theater broke the existing city to restrict the country to some extent.

Alternative online and offline,

New possibilities of the cloud acting mode in the post -epidemic era

From the end of March to early June this year, the "Tour Zero Station" has accumulated 70 million+ viewers.

Regarding the relationship between online and offline performances, Huazhu said that although the experience of offline performances is always impossible, on another perspective, taking immersive drama as an example, offline audiences will also be in the same space. There is a certain degree of interference in drama. Perhaps in the future, through the combination of technologies such as the Holmes Discovery: Blood Birthday ", the viewing relationship will be further closer.

At present, as the test water of the XR drama project, the Holmes Discovery: Blood Birthday adopts the form of ticket sales. In addition, the classic drama of the "Tour Zero Station" is based on demand drama and free mode.

Considering that the online payment model of the domestic entertainment market is not mature, the online performances of the Grand Theater have adopted more advertising models to introduce sponsors.

At the same time, based on the coverage of the national group, the "Tour Zero Station" is also actively and cautiously innovatively innovative brand implantation forms.

At present, the Shanghai Grand Theater has tried the in -depth integration of the content in the drama and the brand in the "Blood Birthday" in Holmes, that is, it fits the brand tone and adds clues and nodes in the drama.

Hua Shuyu said that the Shanghai Grand Theater is also willing to actively explore the new business model of Yun Performing Arts with technology platforms and brands. The later epidemic environment, although the cloud performing arts business model is not clear, the theater is actively using online performances to cover the audience across the country, and online content consumption with relatively low thresholds is also helping the theater to open the market.

In the era of short video live broadcast, relying on Douyin, Kuaishou, B Station, Xiaohongshu and other platforms, drama is entering the public life more conveniently. The paid model associated with paid live and live broadcast rewards has also become a supplementary income for online income to a certain extent.

Compared with overseas, the domestic cloud performing art market exploration is different.

Overseas, two mainstream drama streaming media mainly based on Broadway and Western District of London are Broadway on Demand and Stream Theater. Among them, the Broadway cloud demand platform currently mainly provides online content on -demand, live broadcast, background visit, master class and other media resources for the North American market. The second season of the Shanghai Grand Theater's "Tour Zero Station" is also jointly produced with Broadway Point Broadcasting Network.

In China, it is currently more channels for video platforms for channelization and thematic operations, including Tencent, Youku, B Station, Douyin, Kuaishou and other platform participants, and the broadcast forms are mostly in the form of free copyrights and live broadcasts. The "Zero Station" launched by the Shanghai Grand Theater is currently the first domestic theater's comprehensive online media platform produced by the domestic theater.

Regarding the future innovation direction, the Shanghai Grand Theater believes that more innovation and carrier innovation in the form of script needs to be focused. For example, through the VR platform, the interaction between audiences and actors is more deeper.

For China Mobile Cloud VR, the person in charge of the content believes that the cloud performing arts can make high -quality drama IPs reach more users online, and change the audience from "under the stage" to "in it." "We hope to transform a single -point live performance into a model anytime, anywhere, and use technical empowerment to explore the mode of accompanying and first perspectives for drama exploration."

At present, the Shanghai Grand Theater is also planning to plan the third quarter of the "Tour". In addition to excellent overseas repertoires, the platform will also pay more attention to the development of local entrepreneurship. As a fast -growing brand, the "Tour Zero Station" can further play the brand effect for the Shanghai Grand Theater, and play a better guidance role for offline performances. Function."

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