Cultural tourism + script kill Chengdu’s new outlet?
The industrial chain behind the Qingchengshan store
clothing/
The costumes praised by the players in the script are the result of cooperation with professional Hanfu producers.
actor/
Most of the NPCs (non-player-controlled characters) that can quickly bring players into the play are professional actors who have undergone system training.
script/
The two scripts launched by the store are all originals, and the main creative team is almost all experienced players of script killing.
An ancient villa hidden behind the bamboo forest, a “hero order” that recruits heroes from all walks of life, more than 10 young people wearing various Hanfu, or holding a sword, or wearing a hat… This is not a costume drama The shooting scene is a scene from a script killing shop in Qingchengshan, Chengdu. Two days and one night immersive experience, per capita consumption is more than 800 yuan, although the consumption is not low, this store has attracted “playing fans” from all over the country since its opening at the end of 2018. The schedule is scheduled for half a year.
Statistics show that there will be more than 3100 new script-killing related companies nationwide in 2020, a year-on-year increase of 63% over 2019. Behind the growth of data, there are also frequent “breaking circles” of script killing. Shanghai, Chengdu, Changsha, Beijing and other places have appeared in combination with scenic spots, villas and other tourist scenes, and the play time exceeds 24 hours.
Why is the real-world immersive script called version 3.0 “out of the circle”? Can the new gameplay of Cultural Tourism + “Script Killing” become a big IP for new formats?
evolution/
Pursuing the murder from a single reasoning
Evolve to a diversified plot game
Why can real-life immersive script killing “break the circle”?
Why is the real-life immersive script killing so charming?
“As the country’s first two-day-one-night immersive investigation hall, our scripts are original, all NPCs are professional actors, and we also integrate local culture and trends such as Chengdu Hanfu, food, and beautiful scenery.” A script kill shop in Qingcheng Mountain is responsible Ren Luo Gang said that the reason why the real-life immersive “script killing” is fun is that it can break through repetition and routines. The more fashionable and updated gameplay is the reason why players from all over the country are attracted to come to fly.
In fact, since its opening at the end of 2018, the attractiveness of this new model has exceeded Luogang’s expectations. The hottest time is that the schedule can be booked on weekends or even half a year later. In January of this year, Luo Gang and his team took advantage of the momentum to launch a new drama, which is also difficult to find.
Luo Gang’s experience can be traced back to the board game shop 10 years ago. From the board game shop iteration to the professional script game experience hall, to the current immersive script killing, Luo Gang can be said to have experienced the development of script killing. In the stage, entering the 3.0 version, the script killing has also evolved from a single reasoning to chase the murderer to a diversified plot game. Players can experience a diversified life in the game.
“Currently, scripts represented by the post-90s and post-00s are killing players in large numbers.” This is Luo Gang’s greatest feeling, which can satisfy the players’ desire for performance and reasoning hobbies, with suspense, excitement, storytelling, and With its own social attributes, such richer characteristics make script killing more popular among young people.
Of course, with the emergence of a large number of players and stores, huge changes have begun to occur within the script-killing industry, and many head stores have tried to update in a higher and deeper direction. In addition to pure reasoning desktop scripts, stores that focus on setting up scenes and focusing on exquisite scenes have begun to appear in the domestic market, and many scripts have moved into theaters.
For example, Nanjing Poly Grand Theater put “Northern Spring” on a professional stage. Xu Li, a stage technician of Nanjing Poly Grand Theater, is one of the planners of the “Script Killing” activity. He believes that unlike simply playing a brain-burning game in a script killing shop, Poly launched the “Script Killing” activity, which uses The existing prop scenes of the theater focus on professional stage lighting, sound and stage props other than the script to shape the atmosphere of the script killing and give the audience a strong sense of substitution to experience the unique charm of the stage and theater. Try the reason for the popularity.
In Luo Gang’s view, in the process of continuous innovation, the development of script kill has integrated the entire industry chain including clothing, actors, and scripts. For example, the costumes praised by players in their script are the result of cooperation with professional Hanfu producers. Another example is the NPCs that can quickly bring players into the play. Most of them are professional actors who have undergone systematic training. Focusing on the script itself, Luo Gang said frankly that this is the root of the script killing. At present, the two scripts launched by the store are all original, and the main creative team is almost all senior players in the script killing.
Ask for directions/
New signals of offline script killing:
There are faint signs of merging with theater and tourism
It is worth noting that entering the era of Script Killing 3.0, there is a signal that is becoming more and more obvious: Script Killing is faintly integrated with theater and tourism offline. The reporter found that in addition to Dujiangyan in Chengdu, Shanghai, Changsha, Beijing and other places have appeared in combination with scenic spots, mountain villas and other tourist scenes, and the script killing project lasts more than 24 hours.
For example, Hunan Yuyao Town revealed that it will launch a seven-day immersive script-killing experience with more than 100 NPCs covering an area of 300 acres from the first day to the seventh day of the new year in 2021. The seven-day scenic spot package is priced at 4299 yuan. . For another example, in November 2020, the Haikou Script Killing Alliance staged the first script kill in Mission Hills Volcano Hot Spring Valley in Haikou-“The World Is Not Worth”. The unique gameplay made players and friends hooked, and this has become 2020. One of the “highlights” of the first Hainan Hot Spring Cultural Tourism Festival has attracted the attention of large numbers of tourists.
According to the data from Tianyan Check, the total number of registered companies (all company status) related to script killing in my country has increased significantly in the past five years. Among them, the number of new companies in 2017 exceeded 1,000 for the first time, and nearly 2,000 were added in 2019. Subject to industrial and commercial registration, there will be more than 3,100 new script-killing-related enterprises (all enterprise status) in my country in 2020, an increase of 63% compared with 2019. If you look at the industry distribution, 63% of the screenplay related companies are located in the culture, sports and entertainment industries. CCTV Finance also mentioned in the report that data shows that in 2019, my country’s “script-killing” industry market has grown rapidly, and its scale is twice that of 2018, exceeding 10 billion yuan.
“There are indeed many cultural tourism companies and ancient towns coming to negotiate with us this year to jointly develop new works.” Luo Gang revealed that they are currently planning a third experience scene, and they are still exploring the new version of script killing + cultural tourism. The development path of the model, this model will bring a more immersive reasoning experience, while traveling, in-depth experience of script killing.
Will there be a big IP with a new format of cultural tourism + “script killing” this year? In this regard, Luo Gang said frankly that it is not yet hot, “From the perspective of the current market size, script killing has not yet become a popular entertainment item, and most of the players are script killing or board game fans.” He believes that from the perspective of target consumer groups, tourists are not currently there. It can be said that this industry is gradually becoming standardized and mature, and there is still a long way to go.
Chengdu Commercial Daily-Red Star News Reporter Li Yanqin
phenomenon
Consumption over 800 yuan per session
Why did they come “flying” to Chengdu
“Is anyone carpooling? We are a couple who flew to Shanghai, and the tickets are booked.” “Depart from Shenzhen, lack of two boys” “Are there any carpoolers? I came to Chengdu to see this and wanted to have fun together”…Zhihu It’s not uncommon for such team invitations to be made in the script killing circle of, ranging from three to five people to as many as ten or more, flying from all over the country to the destination, aiming to go to a “life is like a play, all by acting “The immersive script to kill the covenant.” And Chengdu Qingcheng Mountain is also one of the hottest destinations.
This past weekend, Qiqi from Beijing made a special trip to a script-killing shop in Qingcheng Mountain, Chengdu, to play detectives. The charge for one script-killing was RMB 800 per person. In order to save money, Qiqi chose a cheaper one. The train comes to Chengdu. “It costs more than 2,000 yuan, but I think it’s worth it.” Qiqi said, experiencing another kind of life is the biggest attraction of script killing. Although she would invite friends to play script killing every week, this is the number one. This time I spent two days and one night completely immersed in the experience of the script.
A Yang, a “flying” player who flew from Shanghai to Chengdu, believes that the biggest surprise comes from the venue. It is no longer a traditional room, but an independent ancient courtyard planted with almond trees and more than 10 independent rooms. , The whole script is completely restored in real scene, and all kinds of exquisite Hanfu are very substitute. “The NPC (non-player-controlled character) is there throughout the game. The acting is bursting and very dedicated. Even if you occasionally chat outside the court, you will quickly pull it back. The sense of immersion is very strong.”
Ayang said that in the two-day and one-night performance, the plot advances layer by layer, and the different choices made by each character will unlock different versions of the ending. Of course, Ayang believes that the key reason for the excellent experience is the sense of “immersion”. Dining and sleeping are all in the play. “Whether it is the specialties of Qingcheng Mountain or the rice wine brewed by the store, players can feel the unique local customs. Favor.”
Immersiveness is the reason why most players are obsessed with script killing. In an interview with a reporter from Chengdu Commercial Daily-Red Star News, many players said that playing a script kill generally ranges from 200 to 500 yuan. For players who like to perform, the store that focuses on immersive experience, if the real scene is well set up , Then the attraction is huge, and it is not uncommon to spend around 2,000 yuan a month.
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