Will tourists come to Chengdu to experience cultural tourism + script killing become the next trend? _Finance_China Net

Script Killing Investigation·Wind Direction

Will tourists come to Chengdu to experience cultural tourism + script killing become the next trend?

Script Killing is not just an emerging game, it is forming an industry chain of script creation, distribution, stores, and users. Nowadays, it extends from the city to the scenic spot, and it has become the next trend in the cultural tourism industry.

At the end of 2018, the immersive script killing of “two days and one night” appeared in Qingcheng Mountain. In May of this year, Dayi Anren incubated an immersive drama experience “Today and Today Anren·Lejing Impression”, which integrates theater performance, role playing, reasoning interaction, and agency props on the basis of the drama “Today, Today, Anren”. Pull this kind of brain-burning reasoning experience to the highest level.

Since last year, Beijing, Shanghai, Chongqing, Guizhou, Wuhan, Ningbo and other places have also emerged one after another in combination with scenic spots, theaters and other cultural and tourism scenes, including accommodation and tourism projects. From the perspective of industry insiders, cultural tourism + script killing will be the next stage of the development direction of script killing. However, some people in the industry also realize that the “script killing + cultural tourism” model has become popular, but it does not mean that this model is suitable for all types of tourist attractions.

wind direction

Script killing is expanding from office buildings to scenic spots

The best result of suspenseful investigation is to be on the scene. The latest script kill has obviously been integrated into the tourism-related industries step by step from office buildings and commercial streets. From scenic spots to hotels, to cruise ships, the tourism circle uses script kills as a creative IP entry point to start a new round. Marketing “Melee”.

This year, Ningbo Xiangshan Film and Television City, relying on the antique buildings and professional actors in the city, has launched a variety of styles of script killing.

Not long ago, Chongqing, Wuhan and other places launched cruise ship scripts to hit the hot search list.

The ancient city of Luoyi in Luoyang will soon use “Wind from Luoyang” as the IP to land a large-scale immersive script in the ancient city…

In May of this year, Kuanzhai Alley launched the country’s first script-killing game “Kuanzhai Twelve Cities” with the theme of urban humanities. The venue directly covers the entire Kuanzhai Alley scenic area. The story is based on the monthly sales of Chengdu since the Song Dynasty. Speaking of tradition. Xiaohei, a well-known script killer script distribution platform in China, is also preparing to create a script killer site in Kuanzhai Alley. Its founder Wang Huanyue believes that Kuanzhai Alley is a well-known cultural landmark in the country, and it can be extracted from the script to create its own IP story in Chengdu. “We will create a real-life script in Kuanzhai Alley, allowing players to experience a partial real-life entertainment and interactive gameplay. This project is expected to land this year.”

status quo

Chengdu Cultural Tourism + Script Killing has been at the forefront of the country

In fact, Chengdu’s cultural tourism + script-killing model is already in the forefront of the country. At the end of 2018, Chengdu’s One Point Detective launched the “two days and one night” immersive script killing in Qingcheng Mountain, which attracted many foreign tourists to come and experience it. Last year, the Detective Museum launched a similar script kill in Dujiangyan. Some critics believe that this model is more like script killing + operating services of characteristic homestays, and even directly promotes the upgrading of the homestay industry.

“Liquor” flags, pavilions, red lanterns… One point of investigation is located near Yutang, Dujiangyan, the script killing shop is hidden behind a bush, passing a high archway, and there is a cave behind it-a two-story Western Sichuan style The blue house, the inn, the restaurant… as if passing through.

Luo Gang, the person in charge of the Detective Museum, told reporters that this immersive Detective Museum in Dujiangyan opened last year, and he also has an immersive Detective Museum located in the back mountain of Qingcheng. It is the first domestic trial. Two days and one night” the shop where the script kills. “I still want to do something different. Now most of the detective halls are more homogenized. We hope to use the immersive feeling to make some different detective feelings.” Luo Gang said, their script It is original, NPC (Non Player Character, non-player character, real-life props) is all professional actors, and also integrates local culture such as Chengdu Hanfu, food, and beautiful scenery.

Luo Gang opened a tabletop game shop more than 10 years ago, and he knows this business very well. In his opinion, the script killing is still relatively simple. Players hope to have more sense of participation and immersive experience, and at the same time be able to play in the game. Satisfying the desire for acting and reasoning hobbies, although the “two days and one night” setting has a large investment in the early stage, the prospects are still very good.

Compared with the price of more than 100 per person in other detective halls, if you want to experience the “two days and one night” detection process, you need to pay a high price of 688~888 ​​yuan per person. Of course, the cost includes script killing, three meals and one night. stay. But even if the price is high, bookings here are still queued to the end of next month. At present, the Qingchengshan and Dujiangyan stores of One Point have become the Internet celebrities of the script killing, and some people even come from Beijing and Shanghai to experience them. Among these experiencers, there are in-depth enthusiasts and practitioners.

Case

Relying on the real mansion, “Lejing Impression” has been booked until the end of August

In the ancient town of Anren, Dayi County, relying on the unique ancient town mansion and cultural tourism real-life drama “Anren Today”, “Anren Today” is hatched, which integrates theater performances, role-playing, reasoning interactions and institutions. The script kills the props in one. The game background is set on the eve of the Anti-Japanese War in 1927. The CCP’s underground party and the Kuomintang’s battle of wits… Since the trial run in May, it has been sought after by the market. “Almost all weekends and holidays are currently booked out, and reservations have been scheduled to August.”

Feng Mingran, general manager of performance operation of “Impression of Anren Today”, told the Red Star News reporter, “We are very optimistic about this project. After the trial operation, the supporting accommodation and tourism of the project will have an immediate effect. Some rarely come to the ancient town. Young people from here also came here because of the script killing.”

“The bricks, the tiles, the plants and the trees in the story are all real scenes, which are rare in the country.” Feng Mingran introduced that they prefer to call “Today’s Anren·Lejing Impression” as an immersive theater experience. Because this is based on drama, the 12,000-square-meter West Sichuan Mansion in Anren Ancient Town is used as a place to use the life aesthetics, whiskey, and wine museum in the mansion, and it is as large as wardrobe doors and windows, record showrooms, as small as cups, keys and other accessories. The real life scenes in the 1930s. “Traditional desktop script killing is actually more like a play house. A group of people sat together to analyze and discuss. The advanced real-scene dressing search for evidence has more props, institutions, and settings, but most of them are not in a few rooms. In a spacious room. And the biggest feature of “An Ren Lejing Impression Today” is that it relies on Anren’s mansion and walks into these historical buildings, which naturally has a sense of substitution.”

During the interview, the Red Star News reporter learned that, in addition to Dujiangyan, Qingcheng Mountain and Dayi, the “Two Days One Night” script killing also landed in the ancient town of Jiezi, Chongzhou. Some insiders believe that these scenic spots are relatively close to the urban area of ​​Chengdu and can be reached quickly by car or train. In addition, relying on natural mountains and rivers is definitely more interesting and engaging than investigating in the room. In addition, Chengdu people themselves like to go out on weekends. The combination of script killing and cultural travel gives Chengdu people more choices on weekends.

Thinking

Cultural Travel + Script KillNot every place is suitable to fit the most important place

In the eyes of industry insiders, the combination of script killing and cultural tourism is definitely a hot spot and development direction, but it is not realistic to want to make a profit and achieve a large amount of drainage in the short term. In addition, the combination of script killing and cultural travel cannot be done in any city or place. In addition to the local situation, the script should be adapted to the local situation. You must think clearly why this project is an attempt for immersive tourism? Or just add a marketing gimmick? An industry insider who has worked on many cultural tourism + script killing projects mentioned in an interview that a humanities scenic spot located in the city center with tens of millions of people every year and a local script killing shop cooperated with the script killing project, but signed three contracts. After a month and a half, there has been no substantial progress.

Although from the current point of view, the project that combines cultural tourism and script killing has not shown poor operation for the time being, many sober industry insiders still have certain concerns. “I have been a cultural traveler for many years, and I always think about how to use culture to empower space, from point to area. We practitioners must not just look at the outlet and just swarm up, and this will only fail in the end.” Feng Mingran said .

Luo Gang also said frankly that many scenic spots and ancient towns in China now want them to enter, but the company has not blindly expanded. In his opinion, many scenic spots do not know enough about the immersive experience. They simply think that the introduction of scripts is to drain traffic, but there are only a few interesting scripts. Each scenic spot has different cultural characteristics and cannot be completely fixed in a fixed mode. The script is also the setting of the scene, which needs to be tailored according to the local cultural elements.

future

Scripts must be made into cultural tourism + special features can not do without local policy support

Regarding the development of cultural tourism + script killing in Chengdu, Feng Mingran specifically mentioned the cultural advantages of Chengdu. “Chengdu has many interesting spaces with diverse categories. For example, the ancient town of Luodai is the Hakka culture, the ancient town of Anren is the mansion culture, and the Kuanzhai alley in the urban area is the old town. The humanities and folklore of Chengdu. In addition, Chengdu is an open and tolerant place, and it is tolerant of many new cultures. More importantly, the Municipal Party Committee and the Municipal Government are very supportive of cultural projects, which are leading in the country.” For example, their performance project “Today, Today, Anren” won the first prize of New Economy and New Scenes awarded by Chengdu at the end of 2020, which shows that relevant leaders of Chengdu attach great importance to cultural tourism. Wang Huanyue also believes that Chengdu’s overall plan for the development of the digital cultural and creative industry and the service system it has created have encouraged him.

Many script-killing operators talk about future development, and they have a common aspiration, that is, to make script-killing cultural tourism + characteristics, it is inseparable from the policy support of the local government, including financial support.

(Editor in charge: Wang Qingyu)