Theatres use the Internet to seek new vitality, take advantage of live broadcast and extend experience

In order to get out of business difficulties, more and more small theaters have begun to use Internet channels to make efforts in content themes, experience services, marketing and publicity, etc., seeking new vitality by meeting the diversified needs of consumers.

Small theaters that emerged in the early 1990s have expanded rapidly in Beijing, Shanghai and other regions, and have played a significant role in promoting the development of domestic drama performances. However, various comprehensive theaters are constantly diverting customers from small theaters, and the relatively solid business model has gradually hindered the profitability of small theaters. In order to get out of business difficulties, more and more small theaters have begun to use Internet channels to make efforts in content themes, experience services, marketing and publicity, etc., seeking new vitality by meeting the diversified needs of consumers.

Moderately integrated network hotspots

can accommodate an audience of less than 500 people. Small theaters with reality and authenticity as the main performance themes not only face the dilemma of being diverted by comprehensive theaters, but also include creative teams, theater operators and sales channels. The small theater operation model composed of small theaters still faces huge financial pressure. Low ticket prices and multiple performances are no longer the advantages of small theaters. Under the impact of the Internet, pioneering performance content has gradually been replaced and eliminated.

"The operation of the theater cannot be limited to its existing positioning. Breakthroughs in content are the key to attracting audiences into the theater." Yang Yun, general manager of the Middle Theater, pointed out that moderate integration of online hot content can better open up the consumer market. The NT Live play "The Spirit and Meat of Frankenstein" introduced by the Capital Theater is precisely because of the British drama "Sherlock". The actor of "Juanfu" starred in it, which attracted great attention before it was released. Although the ticket price was slightly higher than that of traditional performances, it still attracted a large number of consumers.

Theater operator Mr. He said that the reality of small theater performances cannot be isolated from the Internet, otherwise it will give the audience a sense of distance. With the help of the Internet, audiences can obtain information faster and content is richer. Small theaters should also use the communication effect of the Internet to seize hot spots and make the performance content of small theaters more interesting.

Taking advantage of the live broadcast extended experience

In the eyes of many viewers, the experience of watching live performances in small theaters is irreplaceable. Compared with the clearly separated performance stages and auditorium of large comprehensive theaters, small theaters are limited by the performance venues, and the audience has a stronger sense of participation and interactivity. However, with the development of Internet technology, many small theaters have begun to introduce online live broadcasts into live performances, further breaking the limitations of space and expanding the audience for drama viewing.

"The technical barriers to Internet communication methods such as live broadcasting are very low. The reason why there are differences in experience is mainly due to the difference in the degree of refinement of operating processes." Li Congzhou, president of Ozhewei, pointed out that live broadcasts also require professional equipment and need to cooperate with the lighting, music and close-up angles of live performances. If you want to enhance the audience's viewing experience, the operating process of new Internet technologies should be improved. It is very necessary.

Some insiders pointed out that small theaters first emerged in China in the early 1990s and developed rapidly in first-tier cities such as Beijing and Shanghai. Therefore, from the perspective of geographical distribution, although the number of small theaters in second-and third-tier cities is small, there is a large gap in performance demand. Under this circumstance, online live broadcasts undoubtedly provide small theaters with a low-cost way to expand audience channels. However, because the cost of performances is relatively low, the facilities of many small theaters are old, which limits the use of new Internet technologies in the theater. Therefore, while introducing new Internet technologies, the venue facilities also need to be updated simultaneously.

Good marketing methods to expand O2O marketing channels

are also indispensable for small theaters. At the same time, diverting the online and offline audiences of small theaters can also further expand their influence. The talk show "I Come Show" staged at Jucheng Small Theater relied on the Internet to accumulate popularity and began to perform large-scale online and offline performances, diverting online audiences to offline for live interactions, adding performance content to the theater, but also expanding the audience.

"The IP effect can also bring traffic to small theaters. At present, the cost of letting audiences enter the theater to watch performances is very high, but high-quality IP performance content can reduce the promotion cost of small theaters to a certain extent." Liu Fangqi, director of the "Tomb Robber Notes" series of stage plays, said that IP has received more and more attention in the Internet era, and small theaters can also use the influence of IP to attract audiences. It is not difficult to see that many IPs are now exploding online, and then gradually moving to offline. Development, especially in the field of performances, offline content often lags behind online. Small theaters should take this as an opportunity to increase their popularity by introducing IP performance content as a marketing point.

Small theaters, which occupy a certain position in the performance market, are constantly seeking new vitality with the help of the Internet despite their limited operating scale. In Yang Yun's view, through the Internet, small theaters can better understand the audience's preferences, find corresponding audience groups for different performance content through targeted marketing, and meet the diverse needs of the audience and continue to continue vitality.

Editor: Nancy