New forces of immersive scripts entertainment into cultural tourism consumption

Recently, the China Culture and Entertainment Industry Association and the Meituan Research Institute released the "Research Report on China's immersive script entertainment industry (2021-2022)". And jointly launched the "immersive script entertainment industry to regulate business initiative" with the script killing and the dense room industry representative merchants, which made the industry's examples from the correct guidance of the script content and the protection of minors.

In recent years, the immersive script entertainment represented by script killing and the escape of the secret room has become a new forces of local cultural tourism consumption growth that cannot be ignored. According to the "Report", from 2018 to 2021, the overall number of escape from the room escape and script killing operating venues increased by more than 400%, and the scale of the immersive script entertainment industry expanded rapidly. In 2022, due to the repeated impact of the epidemic, the development of the industry was slightly frustrated. According to the calculation of the China Culture and Entertainment Industry Association, the annual operating income of the industry in 2022 will reduce nearly 20 billion yuan in 2021 to 17 billion yuan.

In the streets of Heilongjiang, immersive script entertainment can be seen everywhere. In the city of "Report" in 2021, the number of stores in the number of stores, Harbin successfully listed on the list, ranking 14th. The report analysis believes that the core business districts of some cities have appeared in clusters mainly based on the immersive script entertainment industry, which has produced a "cluster effect" and cultivated a distinctive consumer culture. Among them, how can our province play the role of immersive script entertainment and drive the growth of cultural tourism consumption?

Script killing stimulates the demand for local cultural tourism consumption

The immersive entertainment represented by script killing and the escape of the secret room has become a new forces that cannot be ignored in many places across the country. In April of this year, Luoyang proposed to build the most influential script killing industry gathering place in the country. Earlier, Xi'an and Chengdu had shouted the slogan of "the city of secret rooms, script killing". Recently, the launch of the popular variety show "Secret Room Escape 4" has also led to a wave of summer consumption booms in the secret room industries such as Changsha.

As a young, dynamic and innovative industry, immersive script entertainment not only continues to expand content and technology, but also continuously conducts cross -border exploration with scenic spots, hotels, shopping malls, theaters and other formats to create more local cultural tourism characteristics Consumer format.

For example, Xi'an script kills a merchant with Bailuyuan Film and Television City, becoming the first immersive cultural tourism project in the Northwest Performing Arts and script killing; Chengdu's script kills a merchant to set the venue in the ancient wind courtyard under the mountains of Qingcheng, Dujiangyan, so that players can make players a second Entering the drama; Hefei script kill a business and the mall where it is located jointly created a large immersive script kill. Each store in the entire mall is a clue of puzzle solving puzzles. Some customers commented that "you can play and play all day."

"More than 90%of the consumers of the dense room script kill from the local area. The new format of immersive script entertainment effectively stimulates local consumption. Our province can play regional characteristics. Format entertainment; start cross -border cooperation with offline physical consumption formats such as KTV, bathing center, hotels, theaters, and even camping, driving consumer passenger flow, and jointly creating their own script killing brands. "The relevant staff of Meituan platform said.

Positive energy becomes a new trend in industry development

In fact, positive energy and Gao Zhiyi have long been a popular theme of script killing and secret rooms. Beijing Haidian Police and Renmin University of China and Meituan launched the anti -fraud script "Wang Fraud" to enter the university campus. In the form of teaching and music, students become anti -fraud propagandists. There are "Calling", "Killing Pig" and so on. In the Meituan APP soaring script list, the script "Whale Fall" and the "Tenth Art", which are concerned about social phenomena, and the art of paying tribute to the art.

These positive energy scripts have not only entered the hearts of young people, but also become new choices for many collectives and corporate groups. According to the Meituan platform data, since July, the positive energy script of the above script has increased by 66%month -on -month.

The manager of the Harbin Panda immersed in the script club told reporters that consumers like to stimulate funny books compared to the script killing when the script kills in previous years. Now everyone pays more and more attention to the connotation of the book and the values ​​of spreading.

"In the positive guidance of the script content, on the one hand, we are recommended to consumers by creating the script list and selected more valuable and higher quality scripts. On the other hand, we hope to be based on the current script library. Industry associations and relevant government departments jointly build content compliance databases to help industry merchants quickly and accurately identify the script of advantages and disadvantages, and hope that Heilongjiang Province can also join in. "Chen Yifang, head of the Meituan Leisure and Entertainment Business Department, said.

Policy guidance industry is more standardized

On June 27, the five departments such as the Ministry of Culture and Tourism officially issued the "Notice on Strengthening the Management of Scripts and Entertainment Operation Places", which first included new formats such as script killing and secret rooms in the country. Correct orientation, use the healthy and positive script script, and encourage the use of the script script that promotes the main theme and spread positive energy.

Kong Ming, Secretary -General of the China Culture and Entertainment Industry Association, said: "The script entertainment shows the characteristics of closer to consumer demand for post -95s. The industrial growth space is still very large, innovation iterative iteration has emerged, and industry investment confidence will improve. Within one and a half years, the industry will have a process of accelerating upgrade. "

The Dean of Meituan Research Institute came to analyze that consumers with immersive script entertainment and consumer prices are high. 83%of consumers will repurchase twice or more, and 21%of consumers spend 12 times in half a year.Above, as the scale of consumer groups expands, the industry still has more room for growth."In addition, the practitioners are mainly young people. They continue to create high -quality script content and open up and innovate cross -border forms. I believe that immersive script entertainment will become one of the important support forces in the city's local entertainment economy and the city's night economy.Seize the opportunity and continue to innovate, "said the relevant staff of Meituan.

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