'Sleep No More' awakens immersive theater
The Macbeth-inspired immersive theater experience Sleep No More celebrated its 8th anniversary in Shanghai in December. The Shanghai version, jointly created by SMG Live and the UK theater company Punchdrunk, has shattered records and boosted the development of immersive entertainment in China.Over the eight years, Sleep No More Shanghai's total revenue has exceeded 550 million yuan ($75.35 million) and welcomed over 620,000 participants, with 60.5 percent from outside the city or country.
In celebration of this eight-year milestone, Sleep No More Shanghai unveiled an Infinity Carnival featuring three new immersive party experiences over the New Year period themed on the carnival star, the rising ship and a brand-new Manderley.
"Shanghai is an incredible city with audiences from all over the world possessing unrivaled passion and enthusiasm. I don't think we ever thought it could take root here for eight years. It's showing no signs of stopping its exploration and growth," says Felix Barrett, the show's director and artistic chief.
The show has also earned global recognition, including the Themed Entertainment Association's Thea Award for Outstanding Achievement, and was selected for the national tourism performance excellence list and named one of the Top 10 Shanghai cultural brands.
Since SMG Live brought this immersive experience to Shanghai in 2016, the show has earned ratings of 9.2/10 on the review site Douban and 9.1/10 on the film data platform Maoyan.
"I believe the key factors in the Shanghai version of Sleep No More's success are the decade of cultural prosperity, the explosion of people's demand for high-quality works, the artistic quality of this IP (intellectual property), and the production of the Shanghai version," says Pan Tao, general manager of Shanghai Shangyan Culture Investment Management Co, the show's operator.
"At the same time, we are constantly exploring new models and actively integrating audiences' consumption needs and societal trends," Pan adds.
The McKinnon Hotel Shanghai, where the show takes place, is a venue that integrates culture and commerce by fusing retail, dining and accommodation. Capitalizing on its IP, the show has also driven creative cross-industry collaborations spanning fashion, real estate, e-commerce and more.
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