live copywriting has the elements required to spread popular products.
Guangzhou Song and Dance Theater created and performed the dance drama "Awakening Lion" performance appeared in the scene. Nan Ri Data Picture
In the past few days, the original dance drama "Awakening Lion" team of Guangzhou Song and Dance Theater has experienced dramatic plots such as cancellation of performances, helpless moves online, and unexpectedly going out to the circle to gain popularity.
html From July 20th to 21st, "Awakening Lion" originally went to Chengdu to perform two consecutive shows at Sichuan Grand Theater . Due to the sudden outbreak of the epidemic in Chengdu, both performances were temporarily cancelled."'It's all here', and the station cannot be used in vain. The crew decided to continue performing, live broadcast online, tickets 1 yuan, tickets 1 yuan, and tickets 1 yuan." Starting from the afternoon of July 21, "Awakening Lion" decided to continue performing that night even if there were no audiences, and the news of online broadcasting at a 1 yuan charity ticket price was quickly spread on social media.
"Many colleagues have spontaneously transferred it. Under the epidemic, theaters and theater troupes are not easy. Everyone has a deep understanding and wants to help this excellent work." A performance industry practitioner told reporters. As the popularity rose, "Lion Dang" once entered the Weibo hot search list on the afternoon of the 21st. Hong Kong director Chen Jia went to and also helped "Awakening Lion" on Weibo.
A copywriting that cannot be simple and a poster of the performance flooded the circle of friends in Chengdu within 24 hours; not only that, from Chengdu to the place where there are Chinese in the world, an impossible relay was completed, attracting more than 3 million netizens to watch online!
only 48 hours, and the performance moved from offline to online
as the key play of the "National Excellent Dance Drama Invitational Exhibition". The dance drama "Awakening·Lion" takes "awakening" as the spirit, "liu" as the shape, and takes national awakening as the theme. It tells the self-awakening and transformation of the two lion dancers in the face of different life choices of love, hate, love, and righteousness of the country, reflecting the indomitable spirit of resistance of the children of Guangdong. The drama has won the 11th Chinese Dance " Lotus Award " Dance Drama Award, and has toured more than 180 shows in more than 30 cities across the country.
htmlThe Sichuan Grand Theater on the evening of July 21st should have been noisy and festive. "Awakening Lion" was originally planned to perform two performances in Chengdu.6 days ago, the truck loaded with props had already set off; 4 days ago, a team of 88 crew members also came to Chengdu in a mighty manner and began the rehearsal.
The official Weibo of Guangzhou Song and Dance Theater also posted a Weibo on the 18th. In addition to the scene of setting up the stage, there is also the giant panda of the famous landmark IFS in Chengdu.
Unexpectedly, an epidemic came suddenly.
Although Liu Chuan, the head of Sichuan Grand Theater, was mentally prepared, he still felt a little "sudden" when he heard the news. "I can't bear to let go, I installed the stage for two days and rehearsal for two days. It's a pity not to act. Such a good drama."
He began to wonder whether he could put this performance online from offline: "In Sichuan dialect , it's just that, I've come here, I still want them to keep the wonderful performance in Sichuan."
So, Liu Chuan told Shi Qianjin, the director of Guangzhou Song and Dance Theater and director of "Awakening Lion". Shi Qianjin summoned the actors to communicate overnight and held a meeting: "I was still very confused. We had a meeting overnight to discuss how to perform well through online technology and special methods. To be honest, I was also unsure at the time."
said he was unsure, but whether it was the Sichuan Grand Theater or the creative team of "Awakening Lion", they were all practical people, communicated with live broadcast platforms, re-arranged the live broadcast cameras, communicated with the best shots, and how to use live broadcasts to show the subtitles, and strive to bring beautiful enjoyment to the audience in the cloud. The cloud ticket price of
is set at one yuan, reflecting respect for artists
decides to put the performance online live broadcast. Should I sell tickets? If the tickets are sold, what is the price appropriate?
"The decision to change to an online performance was a temporary decision made on July 19, and the ticket price of 1 yuan was set yesterday (July 20). " Liu Chuan said. When deciding on the fare, there are actually several different sounds inside.Some people say it is free, while others say that the price is more reasonable at 9.9 yuan. Finally, Liu Chuan made a decision: "1 yuan, just 1 yuan!" The previous tickets for
have been sold out, and even in short supply. If "Awakening Lion" can perform successfully on the 20th and 21st, Sichuan Grand Theater can receive at least 440,000 yuan in performance income; but only 1 yuan is charged for online tickets, and I don't even know if I can get the money back - online live broadcast costs 20,000 yuan, which was paid by Sichuan Grand Theater.
"We are implementing this project, and the intellectual property belongs to Guangzhou Song and Dance Theater. They have also paid a lot of cost and hardship to bring such good works to Sichuan. I think that we must not only do a good job in benefiting the people, but also reflect the value of art. Pricing must start from these aspects." Liu Chuan needs to consider complicated issues, but more of it is to consider respect for the creative and acting team.
"If the ticket price for cloud performances is set high and the market is stronger, people's consumption ideas may go back and have a counterproductive effect. If you don't have money, it's all free, how can we reflect our respect for artists? Art is valuable, and art brands are valuable. So we thought about it. The price that can combine the value of people and the value of art is 1 yuan. If you pay 1 yuan, you can enjoy such a good work." The one-yuan ticket price of
is flooding the circle of friends
html At 4 pm on July 20, the Sichuan Grand Theater's Weibo issued an announcement: "According to the latest requirements for epidemic prevention and control in Chengdu, in order to effectively protect the safety and health of the audience and cast members, the dance drama "Awakening Lion" originally scheduled to be performed at the Sichuan Grand Theater on July 20 and 21, 2022 will be changed to the cloud. We deeply regret the audience who cannot enter the theater to watch the performance." At this time, no one knew that this would be a screen-sinking relay with millions of people participating.Tian Liwan was one of the first people to discover "one-yuan tickets". She is a practitioner in the performance industry. Several colleagues have purchased tickets for "Awakening Lion" and have been paying close attention. Liwan herself also has a drama group. She immediately saw the announcement from the Sichuan Grand Theater: "This performance was cancelled very suddenly, and the stages were set up, so everyone is very sorry. In my heart, she still hopes that the actors who come from afar will not go for a waste of time."
While she clicked on the purchase, she immediately sent the news. It spread to the circle of friends and became the "Tap Water" of "Awakening Lion": "As a practitioner, everyone knows that this performance is not easy. Not to mention passers-by, many peers are helping forward it, and there is no concern about competitors or competitors. Everyone in this industry actually has a group, and it is not easy to understand. I simply think that good dramas should be shared more, and I posted on Weibo. After that, everyone started to promote it."
More than ten hours later, the "baton" was passed to the hands of Deng Jing, a high school Chinese teacher. Ten days ago, when she was watching "The Peony Pavilion" in the Grand Theater, she accidentally saw the poster of "Awakening Lion", but she could no longer buy the tickets. After seeing the "one-yuan ticket" in her circle of friends, she placed an order without hesitation. At this time, the live broadcast was only 60,000 people.
"Many colleagues have spontaneously transferred it. Under the epidemic, theaters and theater troupes are not easy. Everyone has a deep understanding and wants to help with this excellent work." A performance industry practitioner told reporters.
The heat breaks the circle layer by layer. By the time the show started, the live broadcast room had more than 1 million people. In the end, more than 3.22 million people squeezed into the live broadcast room to watch.
This night, "Awakening·Lion" won't disappoint Chengdu, and Chengdu doesn't disappoint "Awakening·Lion".
is estimated to have 300,000 viewers online, and the actual number of people paying more than 3 million people to follow
's live broadcast has also greatly exceeded the expectations of the organizers, theaters and troupes. "I first estimated that 300,000 viewers would watch online, but later it became a hot search. I thought I could exceed one million, but I didn't expect that the drama would eventually receive more than 3 million people's attention!" Liu Chuanshuo, general manager of Sichuan Grand Theater. Shi Qianjin, the artistic director, director of the dance drama "Awakening Lion" and the director of the Guangzhou Song and Dance Theater, told reporters: "We also did live broadcasts in Guangzhou Grand Theater last year, but there were audiences (on the scene), and there were a lot of warm-ups in the early stage.But this time is too short, and there are no audiences (on the scene). To be honest, I feel unsure. "
What surprised Shi Qianjin was that his circle of friends was flooded with the screen. On the night of the performance, his WeChat and phone number never stopped, and his friends and friends sent him congratulations. Media from all walks of life flocked to him, and "Awakening Lion" live broadcast quickly became a hot cultural event in Sichuan.
Shi Qianjin admitted in an interview: "To be honest, we were very conflicted at the beginning. After all, being immersive is the charm of the stage. But in the end, we decided to set up the scene on such a good stage and present "Awakening Lion" to the audience in a special way of live broadcast. "
He told the actors that even if there is no audience in the audience, they should show their energy and dedicate their best condition to everyone. Before the performance, he and the actors held a meeting for nearly two hours, rehearsing repeatedly, and striving to solve the details in the live broadcast during the rehearsal.
"Live broadcast is out of the circle, thank you very much for your attention to the dance drama "Awakening Lion". "Shi Qianjin revealed that in the future, "Awakening Lion" will also tour at the Meixihu Grand Theater in Hunan in August, the Guangzhou Grand Theater in September, the Ningbo Cultural Plaza Grand Theater in November, the Nanjing Poly Grand Theater in November, the Linyi Grand Theater in Shandong in December, the Jiaodong Theater, and the Xi'an Xi'an Poly Grand Theater from December 31 to January 1, 2023. We look forward to more audiences entering the scene and feeling the charm of stage art.
Industry Voice
Sichuan Federation of Literary and Art Circles Vice Chairman Han Lu:
The thinking changed, unexpectedly activated, the performance brought thoughts to the literary and artistic circles
As a member of the audience and vice chairman of the Sichuan Federation of Literary and Art Circles Han Lu revealed that after the circle of friends flooded the screen, she quickly bought a cloud ticket. In her opinion, this performance has a very special meaning: "Because of the impact of the epidemic, a performance that was originally cancelled was accidentally activated because of the change of thinking. If "Awakening Lion" is simply performing in the theater, it will benefit hundreds to thousands of audiences. Now, using the Internet's policy of benefiting the people, the attention has reached millions, and millions of audiences around the world. This move not only brings excitement to the citizens of Chengdu, but also brings thought to the literary and artistic circles. "
"Awakening Lion" Art Director, Director, and Director of Guangzhou Song and Dance Theater Shi Qianjin:
Reputation and popularity are both key to the key: strong local characteristics and extremely high innovation
Shi Qianjin was interviewed by Cover News reporters, "There are two reasons for the double reputation and popularity of this drama: one is that it has strong local characteristics, showing the rich and connotative cultural characteristics to friends who cannot come to Guangzhou all over the country, and can understand Guangzhou's profound cultural genes for more than 2,000 years. The second is extremely high level of innovation. In the early stages of creation, artists were there in person as long as they had lion dance performances, including interviewing old folk artists. "Shi Qianjin introduced: "Every lion dance on the stage is not just a style, it also represents the spirit and sentiment of Chinese civilization. "This drama spreads traditional culture in a form that is more in line with the aesthetics of contemporary young people.
Associate Professor of the School of Journalism and Communication of Jinan University:
copywriting is conflicting and tension, and very fascinating
Associate Professor of the School of Journalism and Communication of Jinan University, Ma Liming, also paid attention to the live broadcast on his circle of friends. He believes that this copywriting has the elements required to spread a hit, which is conflicting and tension, and is also very fascinating. Everyone is willing to forward and support it, and hopes that the story will have a beautiful ending from the bottom of their hearts. Secondly, the pricing of the live broadcast is also clever. Ma Liming also paid the live broadcast fee with this mentality. "Anyway, I will pay it first. If I don't have time to watch it, just support traditional culture. "He believes that lion waking represents Chinese traditional culture, and traditional cultural activities themselves have natural appeal. People may not necessarily understand professional dance dramas, but they respect traditional singing and dancing performances from the bottom of their hearts. Gong Yidan, a performance marketing planner of
: The entry threshold for
is very low, which will make everyone feel that it is particularly worth
, and Gong Yidan, a staff member of Sichuan People's Theater who has been engaged in performance marketing planning for a long time, said, "The copywriting of the live broadcast is very good, it looks ordinary, but it only introduces the ins and outs of the live broadcast, and actually reaches the public psychology of empathy .One dollar can’t buy it and suffer losses, and it can’t be fooled. The entry threshold is very low. You can also buy high-quality performances worth hundreds of dollars, which will make everyone feel that it’s worth it. The theme of "
" 'Lion Walk' can indeed resonate. Many of the people who forwarded it are not industry insiders or audiences, and may regard it as a patriotic work like " Wolf Warrior ". I think the public's loyalty from sympathy and empathy to "one side has difficulties and all sides support", under the promotion of this psychological state, the incident was quickly spread. "Gong Yidan said.
can watch high-quality dance dramas at 11 yuan. The lowest price for online paid performances?
is only sold for 1 yuan. The charging model of
has received strong support from many industry insiders and even Weibo big Vs. They have forwarded it one after another, forming a relay publicity on the Internet. If you can't buy 1 yuan, you will suffer a loss. What's more, when the stage lighting is in place, the 1 yuan ticket is a support for the performance industry that has developed hard due to the epidemic, and it is also a hard-working staff who have been rehearsing. Encouragement. This time, the online performance was lost. What’s wrong with it? Should I charge for online performances of
? From free to charge, online performances have experienced many industry baptisms. Now, the third year of exploration of "cloud performances" under the epidemic has come. For many performers, the most troublesome question is still, should I charge for online performances?
In 2020, due to the epidemic, the originally born online performances were forced to grow rapidly and become An independent performance form. Industry insiders have saved themselves, and dramas, stage plays, music festivals, concerts and major singer performances have begun to operate online performances. Well-known singers including Jacky Cheung , Mayday, etc. have performed online performances. Regardless of whether there are charity considerations or not, online performances have almost adopted a free model.
In June 2020, the dissolution concert of Rocket Girls 101, which was forced to be cancelled due to the epidemic, was released to hold an online performance News. But this performance has become an early online performance in China. The ticket price of a certain platform is 18 yuan per member and 40 yuan per non-member. If 5 people buy it, 12 yuan per card, and 101 people buy it, 8 yuan per card.
is also a fan economy, and the online performance fee is directly sent to the hot search. Netizens and fans say the ticket price is too high. In August 2020, TFBOYS's "Sunlight Travel" 7th anniversary concert was passed through the online The ticket price was launched on the platform. According to the equity, the ticket price is divided into three levels: 30 yuan, 158 yuan and 860 yuan. For 2020, when most viewers have not yet fully accepted the performance charges, this ticket price has caused great dissatisfaction. Data shows that the number of tickets sold for the performance exceeded one million, and the highest number of online users at the same time was 786,000. Even based on the lowest ticket price, the ticket revenue alone for this concert has exceeded 30 million yuan.
After 2021, the number of online performances has begun to increase. Ouyang Nana's live concert at charges 6 yuan; Zhang Huimei's online concert at charges 30 yuan, and more than 20,000 people buy tickets to watch. How to charge for online performances in
to satisfy the audience? This has always been a difficult problem in the performance industry. If the audience closes higher, the audience will not buy it, and if the fans close lower, they will not be able to recover. Putting aside the fan economy, a survey in 2021 showed that if the tickets for a regular online performance exceed 50 yuan, only 5% of the people are willing to buy it, close to 50%. People prefer to spend less than 10 yuan in tickets. In addition to collecting tickets, what other ways to make profits for online performances?
After several years of observation, most industry insiders mentioned that to gain attractiveness in online performances, low ticket prices or free is the key. This is also the key to getting many praises before "Awakening Lion" has started. How can
cover the performance cost in a low ticket price or even free mode? In the first half of the year, Cui Jian , Luo Dayou's online performances of singers such as may give good inspiration. These two performances are free to the audience, and Cui Jian's performance has reached 45 million, which once triggered a national frenzy.
The most direct monetization model of Cui Jian's performance does not rely on tickets, but on advertising brand placement. Compared with the large vision space of offline concerts, the brand logo of online performances will be more eye-catching. Moreover, offline, no matter how large the venue is, it cannot accommodate tens of millions of people.For the 45 million viewers who watched Cui Jian’s online concert, this is a very direct advertising delivery. Behind the seemingly free
, online performances are both win-win for both the platform and the singer. Taking a female singer's online concert as an example, after the concert, not only did she increase her fans by more than 200,000, but her overall playback volume of her songs also increased by 40% after the concert.
Industry insiders told Cover News reporters that in addition to charging ticket fees for an online performance, there are many opportunities for monetization. First of all, the producer can cooperate exclusively with the platform through copyright. After the online live broadcast is over, fans will need to pay if they need to watch it again.
is like brand implantation. This is the traditional profit model of offline performances to be moved online, but its effect will be far more effective than offline. The exposure of the brand through online exposure is far higher than the offline "limited traffic". After all, no matter how many people can be accommodated in offline performances, it cannot exceed the capacity of the performance venue itself.
After "Awakening Lion" had no choice but to cancel the offline performance, some enthusiastic fans also suggested looking for brand sponsorship in the comment area. With so much spontaneous traffic, there should be good returns.
edited and written by: West China Metropolis Daily-Cover News Reporter Yan Wenwen Xun Chao Xu Yuyang Yang Tao Intern Liu Xingyu
Southern Daily Reporter Xu Ziming
