Theatre Insight | The Chinese Tour of Sleep No More
Maintaining the concept of "immersive drama", "Sleep No More" not only made the audience experience more proactive but also brought a whole new business model and achieved a win-win between art and commerce.
Excerpt from Sohu.com
The first show of SNM in Shanghai was impressive. Tickets valued 1 million RMB (approximate $156,700) sold out within 12 hours in the pre-sale process. Some crazy fans even repurchased SNM more than 117 times.
Born in London, hot in New York and a firm foothold in Shanghai ... Sleep No More, featuring the Immersive Theater concept, is a creative cultural product that not only makes the audience experience proactive but also Bringing a whole new business model to fruition of fame and fortune for art and commerce.
The day when you enjoy the pure dinner or movie without cell phone footprints is out of reach, but Sleep No More, an immersion drama that landed in the Chinese market for less than a year, seemed to give addicted people a list of " Western World "train, people in 3 hours totally forgotten the charm of social networks and mobile games. Since its debut in December 2016, the show has had a hard time finding and shortening the time it takes to sell. The heat is not only rare in the Shanghai performing arts market but also a miracle in the sluggish national drama market.
Ma Chengchen, who had experienced "Sleep No More" in New York, the "parallel world," in 2012, almost fell in love at first sight. As Vice President of Shanghai Weng Performing Arts (Group) Co., Ltd., he appreciates the artistic perception and creativity of this drama. So he considered whether he could bring such a drama form never seen before by a Chinese audience to China.
Ma Chengcheng saw a brand new model brought by the drama and a possibility of using the cultural industry to drive the retail and real estate industries.
The first thing he did was to find such a suitable building in Shanghai. Unlike New York's location, the choice of location in Shanghai needed extra caution. Mr. Ma believes that"Sleep No More"could match with creativity, fashion, and trendsetting avant-garde sensations. In order to find a suitable location and building, the team spends one year, and finally, they found a 10,000-square-meter apartment on the Beijing Road, Jiangning Road, Jing' a District, nearly twice the size of New York City. Mr. Ma also satisfied with its structure, and eventually, it was transformed into what is now known as " Mckinnon Hotel. "
With a well-established place, Ma Chencheng is confident about potential success: "SNM in Shanghai will be more interesting than in New York City. First, we have more space to perform and secondly, we will have more diversified business models."
He decided to work with Punchdrunk Theater to produce" Sleep no more"Shanghai version. Because the immersion drama is extremely relaid on the spatial space structure, the overall Hotel needs to be redesigned, positioned and planned according to the condition and characteristics of the building. Shanghai Creative Arts (Group) Co., Ltd., and Punchdrunk formed a joint team: Punchdrunk is responsible for create content, including art director, director, choreography, design, sound design, fashion design, on the other hand, as the producer of "Sleep No More "Shanghai version, Ma Chen Cheng's team is responsible for the preparation, production, and operation. Including the actors, the number of Chinese and foreign teams throughout the nearly 100 people; from the production to the premiere, the preparatory process less than one year.
(to be continued)
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