Industry | 2022 immersive script entertainment research report Release: Local immersive tourism becomes a new trend

On July 14, the China Culture and Entertainment Industry Association and the Meituan Research Institute released the "Research Report on China's immersive script entertainment industry (2021-2022)" (referred to as "Report"), and jointly launched the " The immersive script entertainment industry regulates the business initiative ", which makes industry examples from the correct guidance of the script content and the protection of minors.

According to the "Report", from 2018 to 2021, the overall number of escape from the room escape and script killing operating venues increased by more than 400%, and the scale of the immersive script entertainment industry expanded rapidly. In 2022, due to the repeated impact of the epidemic, the development of the industry was slightly frustrated. According to the calculation of the China Culture and Entertainment Industry Association, the annual operating income of the industry in 2022 will reduce nearly 20 billion yuan in 2021 to 17 billion yuan.

Figure source: "Research Report on China's immersive script entertainment industry (2021-2022)"

Kong Ming, Secretary -General of the China Culture and Entertainment Industry Association, said: "Although the short -term growth rate of the industry fell in 2022, the script entertainment showed the characteristics of closer to the post -95 consumption demand. Upgrade. We predict that within the next eight months to one and a half years, the industry will have a process of accelerated upgrading. For enterprises that standardize operations, the introduction of the five ministries and commissions will be promulgated. "

The Dean of Meituan Research Institute came to analyze that consumers with immersive script entertainment and consumer prices are high. 83%of consumers will repurchase twice or more, and 21%of consumers spend 12 times in half a year. Above, as the scale of consumer groups expands, the industry still has more room for growth. "In addition, the script killing room practitioners are mainly young people. They continue to create high -quality script content and open up and innovate cross -border forms. I believe that immersive script entertainment will become one of the important support forces in the city's local entertainment economy and city night economy."

The script killing room stimulates the demand for local cultural tourism consumption

The immersive entertainment represented by script killing and secret room has become a new local cultural tourism forces that cannot be ignored. In April this year, Luoyang proposed to build the most influential script killing industry gathering place in the country. Earlier, Xi'an and Chengdu had shouted the slogan of "the city of the secret room/script killing". Recently, the launch of the popular variety show "Secret Room Escape 4" has also led to a wave of summer consumption booms in the secret room industries such as Changsha.

The "Report" analysis believes that the core business districts of some cities have appeared in a cluster mainly based on the immersive script entertainment industry, producing "cluster effects", cultivating distinctive consumer culture, and also driving other consumption in the surrounding areas.

Figure source: "Research Report on China's immersive script entertainment industry (2021-2022)"

As a young, dynamic and innovative industry, immersive script entertainment not only continues to expand content and technology, but also continuously conducts cross -border exploration with scenic spots, hotels, shopping malls, theaters and other formats to create more local cultural tourism characteristics Consumer format.

For example, the Xi'an script killing merchants came to make Lienow cooperate with Bailuyuan Film and Television City to incorporate Bailu Village and Zishui County into the script "game" venue, becoming the first immersive cultural tourism project in Northwest Performing Arts and script killing; Chengdu script killing merchants One point of explorers set the venue in the real scenery of the ancient wind courtyard under the mountains of Qingcheng, Dujiangyan. With a whole street search, custom Hanfu and exquisite makeup, let players enter the play for a second; Vientiane City jointly created a large -scale immersive script kill. Each store in the entire mall is a clue of puzzle solving puzzles. Some customers commented that "you can play and play all day."

In addition, such as the "script kill+KTV" cooperation between the Shanghai script killing brand forest drama hall and the charm KTV and Star gathering KTV, the "script kill+bath" of the SUPERNATURE script killing and the bath merchant Lianquan Dato, etc. It also glows with new consumer vitality in different industries.

According to the data of Meituan platform, more than 90%of consumers from the barrier script kill from local locations. The new format of immersive script entertainment has effectively stimulated local consumption. Since the summer, this local travel consumption growth is particularly obvious. The number of reservations increases the fastest, mostly from the needs of local parent -child travel.

In addition, more than 70 % of the entrepreneurial and employment people in the secret room script were graduated from local graduates. The Xi'an script killing merchant "Lienow" was founded by local young people. The brand's famous creativity comes from the "Play" of Xi'an dialect. At present, it has grown into a script killer brand in the country.

Positive energy and digitalization into a new trend of industry development

On June 27, the five departments such as the Ministry of Culture and Tourism officially issued the "Notice on Strengthening the Management of Scripts and Entertainment Operation Places", which first included new formats such as script killing and secret rooms in the country. Correct orientation, use the healthy and positive script script, and encourage the use of the script script that promotes the main theme and spread positive energy.

In fact, positive energy and Gao Zhiyi have long been a popular theme of script killing and secret rooms. Beijing Haidian Police and Renmin University of China and Meituan launched the anti -fraud script "Wang Fraud" to enter the university campus. In the form of teaching and music, students become anti -fraud propagandists. There are "Calling", "Killing Pig" and so on. In the Meituan APP soaring script list, the script "Whale Fall" and the "Tenth Art", which are concerned about social phenomena, and the art of paying tribute to the art. Positive energy, high -end script theme. Picture source: Public comment netizen evaluation

These positive energy scripts have not only entered the hearts of young people, but also become new choices for many collectives and corporate groups. According to the Meituan platform data, since July, the positive energy script of the above script has increased by 66%month -on -month.

"In the positive guidance of the script content, on the one hand, we are recommended to consumers by creating the script list and selected more valuable and higher quality scripts. On the other hand, we hope to be based on the current script library. Industry associations and relevant government departments jointly build content compliance databases to help industry merchants quickly and accurately identify the script of advantages and disadvantages. "Chen Yifang, head of the Meituan Leisure and Entertainment Business Department, said.

Digitalization is another major trend in the development of immersive script entertainment. The "Opinions on Promoting the High -quality Development of the Digital Cultural Industry" issued by the Ministry of Culture and Tourism at the end of 2020 put forward technologies such as guidance and supporting virtual reality, augmented reality and other technologies in the cultural field, and promote the development of immersive formats. At present, many secret rooms and scripts are used in VR and AR technology, which greatly enhances the player's immersion.

In the secret room industry, technical creativity such as sound and light, mechanical organs, and other technical institutions have emerged endlessly; in the script killing industry, practitioners are also exploring more digital models, such as "Xinhua Interpretation" and producing the content of the script into film -level video pictures. Recently, it has recently. The production of the movie script performed "Fire Fire Last Boat" was released, so that players have a more sense of substitution in the interaction process; "Fog Sea Pass" produced by the "Crazy Drama System" is introduced to the online game mini program during the script mechanism. Players feel different fun.

For the "Gen Z" consumers of digital aboriginal people, the full digital experience of the script killing room consumption is also an important factor that attracts them. Consumers who are planted by grass to play scripts can choose the appropriate script according to the style type, score, number of people or list recommendations on digital platforms such as Meituan. Select the right merchant based on the script, and then initiate it through the online platform to initiate Fighting or directly booking the field.

In the digital era, each script kill room store can use a digital platform to have an online digital store and a lightweight SaaS inventory management system. The small waves of digital innovation have also rolled up, and the secret room brand merchant "Mr. X Secret Room" and Meituan created the "rolling field" model, which greatly improved the ceiling of Ping effect. The success rate of the bureau.

Some people in the industry believe that the digital development potential of the immersive script entertainment industry is high. If it further improves its "distribution-trading" level of online and align with the film ticket industry, it is possible to promote the real implementation of the script division mode and further further further. Promote the creation of more high -quality scripts.

Editor: Zhu Zhu

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