近日，大型沉浸式戏剧《甄嬛传》在北京完成首轮演出。开心麻花与乐视的这次合作酝酿已久。《甄嬛 传》的版权合作去年正式达成，经过一整年的精心开发，终于在剧场中与观众见面。它打破了传统舞台 的边界，融合舞蹈、杂技等多元艺术形式。自开票以来，首周演出场场售罄，迅速成为社交网络热议的 焦点。 戏剧《甄嬛传》剧照。 本报记者 方非摄 本报记者 王广燕 当《甄嬛传》与开心麻花相遇，经典影视IP便有了新的打开方式。这部开播十四年、已成为一种独特文 化现象的剧集，如今被搬上了沉浸式戏剧的舞台。观众步入剧场，便不再是旁观者——他们"入宫"了。 此外，科技感十足的舞台，为观众沉浸式入戏再添助力。可旋转平台、升降台与两面巨大的可开合冰 屏，构成了动态的舞台机械矩阵。张元梓伊透露，"这是开心麻花目前灯光体量最大的戏。空中和地上 共有超过300台灯光设备。"灯光在此超越了照明功能，共同营造出身临其境的氛围与情绪，成为叙事和 塑造空间的关键笔触。 沉浸式 "整场演出沉浸又有梗，布景、舞美、杂技都让人眼前一亮！"有观众在观剧后发出这样的感叹。该剧以 独属于现场艺术的表达方式，构建了荧屏无法呈现的视觉奇观。例如华妃悲情"下线"一幕，演员借助威 ...

沉浸式戏剧《甄嬛传》剧照。北京日报客户端记者 方非 踏入剧场，强烈的沉浸感扑面而来。舞台采用三面观众席布局，至少七个表演区散落在观众席之间。宫 墙、汉白玉栏杆的布景，模糊了舞台与观众席的界线。"演员随时会出现在不同的地方，离观众特别 近。"该剧制作人张元梓伊说。剧中还加入了互动环节，演出中，有幸运观众会被带上台"过把戏瘾"， 参与情节推进，带来意料之外的"笑果"。 转自：北京日报客户端 当《甄嬛传》与开心麻花相遇，经典影视IP便有了新的打开方式。这部开播已十四年、成为一种独特文 化现象的剧集，如今被搬上了沉浸式戏剧的舞台。观众步入剧场，便不再是旁观者——他们"入宫"了。 近日，大型沉浸式戏剧《甄嬛传》在北京完成首轮演出。开心麻花与乐视的这次合作酝酿已久。《甄嬛 传》的版权合作去年正式达成，经过一整年的精心开发，终于在剧场中与观众见面。它打破了传统舞台 的边界，融合舞蹈、杂技等多元艺术形式。自开票以来，首周演出场场售罄，迅速成为社交网络热议的 焦点。 此外，科技感十足的舞台，为观众沉浸式入戏再添助力。可旋转平台、升降台与两面巨大的可开合冰 屏，构成了动态的舞台机械矩阵。张元梓伊透露，"这是开心麻花目前灯光体量最 ...

Core Insights - The 2025 Performance Season in Beijing is characterized by the introduction of 23 new performance spaces that feature innovative venue designs, cutting-edge stage technology, and a diverse range of performances [2][4][6] Group 1: Performance Spaces - The A33 Theater focuses on immersive comedy, offering a close interaction between actors and the audience, making it suitable for social gatherings and workplace relaxation [2] - The "Flower World" immersive performance space by Happy Mahua emphasizes interactive theater, requiring audience members to dress in specific costumes and participate in the narrative, appealing to younger audiences [4] - The 77 Theater specializes in suspenseful immersive dramas, utilizing rotating seats and multimedia projections to create an engaging detective experience [6] Group 2: Community and Family Engagement - The Nanyang Shared Space focuses on small theater dramas and experimental works, providing a cultural consumption chain with nearby bookstores and cafes, making it accessible for exploring niche dramas [8] - The Double Benefit Performing Arts Center is designed for family-friendly children's plays, emphasizing values like honesty and cooperation, with a comfortable environment for parents [11] - The Fangzhuang Cultural Arts Center operates as a community theater, offering affordable performances across various genres, suitable for all age groups [20] Group 3: Cultural and Artistic Diversity - The Five Pines·Ailehui Art Space combines classical and popular music, catering to both casual listeners and seasoned music fans with a wide price range [13] - The Yanyuan Pavilion, one of Beijing's oldest theaters, showcases traditional arts like Peking opera and offers cultural explanations to enhance audience understanding [18] - The China Puppet Art Theater provides a unique experience with puppet shows and workshops, appealing to families and children [36] Group 4: Innovative and Experimental Formats - The Shougang High Furnace Soreal Sci-Fi Park is the world's first industrial relic transformed into a sci-fi theme complex, featuring VR experiences and interactive projects [49] - The Central Art District focuses on avant-garde art and cross-disciplinary performances, utilizing multimedia and VR technology to push the boundaries of traditional art forms [47] - The Sanlitun·Ailehui Art Space offers a blend of light art and strong atmosphere, regularly hosting music and cross-disciplinary performances suitable for casual outings [51]

Core Points - The 2025 Tianjin Drama Festival has officially launched, featuring four main sections: "Performance Showcase," "Immersive City Drama," "Third Tianjin University Student Drama Festival," and "First Tianjin Primary and Secondary School Campus Drama Festival" [1][2] - Last year, the festival presented 84 productions and over 340 performances, attracting a million viewers and tens of millions of online participants, showcasing the vibrant cultural essence of Tianjin [1] - The festival aims to deepen the integration of drama into urban life, enhancing cultural vibrancy and establishing a distinctive "Drama Gathering Tianjin" cultural brand [1][3] Performance Highlights - This year's festival will feature 98 productions and 417 performances across four units: "Famous Drama Showcase," "Troupe Showcase," "Small Theater Performances," and "Drama Screenings" [2] - Notable performances include the popular dance drama "Breaking the Ice" by the Beijing Opera and Dance Theater, the play "The Stage" directed by Chen Peisi, and the Cantonese drama "Lantern Festival" by the Hong Kong Chinese-English Theater [2] Special Activities - The "Immersive City Drama" initiative will take place during the National Day holiday, with events at major cultural landmarks in Tianjin, including Jin Street and the Italian Style District [2] - Highlights include immersive performances such as "Sunrise" and "Tea Flower Girl," as well as interactive experiences like "Tianjin Stories" and night tours [2] University and School Engagement - The third Tianjin University Student Drama Festival has expanded to include universities from Beijing and Hebei, promoting drama creation and performance exchanges among youth [3] - The festival will also introduce the first Tianjin Primary and Secondary School Campus Drama Festival, providing a platform for students to showcase their theatrical talents and engage in patriotic education through immersive performances at historical sites [3] Duration - The festival will continue until January 2026 [4]

Core Viewpoint - The article discusses the transformation of the theater industry led by Happy Mahua, focusing on immersive and interactive performances that redefine the audience's role from passive observers to active participants [1][6][10]. Group 1: Industry Transformation - Happy Mahua is moving performances from traditional theaters to bars, shopping malls, and urban spaces, making theater more accessible to young consumers [3][12]. - The company has established over 50 self-operated theaters and multifunctional spaces across the country, attracting new audiences who may not have previously engaged with theater [3][4]. - The immersive theater format has gained popularity, with nearly two-thirds of the 13,000 performances in the previous year being immersive experiences [6][12]. Group 2: Audience Engagement - The immersive performances allow for audience interaction, where their choices can influence the storyline, creating a unique experience for each viewer [6][7]. - Young audiences are increasingly seeking deeper engagement and self-expression through theater, leading to the emergence of "drama enthusiasts" who actively participate in performances [6][8]. - Social media plays a significant role in promoting these experiences, with content related to Happy Mahua's interactive theater accumulating over 300 million views [10][12]. Group 3: Social Dynamics - Happy Mahua is positioning itself as a "social node," facilitating connections among audiences through various interactive activities and competitions on social media platforms [10][12]. - The company is adapting to audience expectations by enhancing service offerings, such as special interactions with cast members and optimizing performance experiences [12][13]. - The theater experience is evolving into a social activity, where attending a performance becomes a means of connecting with others and forming communities [10][12].

Core Insights - The report indicates a significant growth in the theater performance market, with a total box office revenue of 5.402 billion yuan generated from 160,500 performances in the first half of 2025, driven by the rise of social media interaction and word-of-mouth marketing [1][3]. Group 1: Performance Categories - Stand-up comedy has emerged as the fastest-growing segment, with performance sessions increasing by 54.1% year-on-year and box office revenue soaring by 134.9%, making it the second-largest performance category after drama [3]. - Traditional drama remains the leading category, with performance sessions growing by 16% and box office revenue increasing by 3% in the same period [3]. - Musical and dance performances also showed steady growth, with musical theater box office revenue increasing by 15.1%, driven by both original works and international classics [4]. Group 2: Audience Demographics - Female audience members accounted for 68.8% of ticket buyers, reflecting a slight increase of 0.7% compared to the same period in 2024, particularly prominent in musical, dance, immersive theater, and children's performances [3][4]. Group 3: Marketing and Promotion - The promotion strategies for theater performances are evolving, with traditional advertising losing effectiveness, while social media "word-of-mouth," reviews, and online interactions are becoming crucial in influencing ticket purchasing decisions [4]. - The integration of online and offline experiences enhances audience engagement, as seen with the musical "SIX," which successfully converted online traffic into offline ticket sales through social media challenges [4]. Group 4: Future Considerations - The industry faces the challenge of balancing artistic quality with commercialization, as the growth of stand-up comedy, the empowerment of female consumers, and social media's role present new opportunities for market expansion [5].

Group 1 - The cultural and tourism industry in Xi'an is experiencing robust growth, with 146 million tourist visits in the previous year, a year-on-year increase of 9.23%, and a total tourism revenue of 69.82 billion yuan [1] - Xi'an Qujiang New District aims to become a leader in cultural tourism integration, focusing on the "cultural tourism + technology + commerce" model to create new consumption spaces that meet diverse needs [1] - The district is targeting young consumers by developing immersive tourism experiences and collaborating with international tech companies to launch digital cultural tourism products [1] Group 2 - Future plans for Xi'an Qujiang New District include introducing new business models such as "immersive theater" and "metaverse theater" to create a new landmark for small theaters [2] - The district aims to enhance the operational efficiency of 30 cultural venues, with a target of 5,300 performances and a revenue growth of over 10% [2] - Measures to expand inbound tourism consumption include product innovation, scene upgrades, and service optimization, along with the installation of foreign card POS machines and online booking services for international tourists [2]