has long been the top Zhang Yuan in the city, and these days it is welcoming new ways of playing. On one side of Maoming North Road, "Lao Bai's Home" attracts visitors. This is a special pop-up store for the musical "Myth of Love", and it is also another demonstration of the spillover effect of the Shanghai-style cultural IP of "Myth of Love".
As a 2024 Shanghai Jing’an Modern Drama Valley show and a special youth performance of “La La Land”, the musical “Myth of Love” will be performed at the Majestic Theater for 21 consecutive performances from May 2 to 20. Before the curtain rises, "Old Bai's Home" in the play will appear first. Citizen tourists can not only immerse themselves in the scenes in the "White Phase" musical, but also enjoy a cup of Love Myth co-branded coffee in their left hand and a bag of co-branded snacks in their right hand, wander around Zhang Garden, walk through the streets, and experience a unique Shanghai from inside and outside the play. flavor.
Drama, as a special cultural practice, has long been internalized as a part of Shanghai's urban development. Musical producer Zhang Nan told reporters that they took the initiative to move the art stage into the public arena and turned the vivid scenes in the play into a lifestyle within people's reach. They hope to further promote the penetration of theater into the urban fabric and into daily life. "Implant cultural IP into important local commercial landmarks to innovate a new model of transforming cultural traffic into market consumption; let drama and city symbiotically empower, and try to provide new practical samples for the in-depth integration of culture, business and tourism."
Continue to forge the urban cultural connotation ip
In the ever-changing Internet era, how can an "old IP" that has been born for more than two years be renewed? This may be a useful exploration made by the "Myth of Love" musical for Shanghai, which is building the performing arts capital of Asia and the best practice place for Xi Jinping's cultural thoughts.
As early as the end of 2021, "The Myth of Love", which is spoken in Shanghai dialect, became a dark horse in Chinese movies. Discussions about Shanghai's food, drink, men and women, and people in the market swept all major online social platforms. In October last year, the Shanghai-language musical "The Myth of Love" adapted from the movie of the same name premiered in Shanghai and was a great success. After half a year, the second round of rehearsals of the musical has begun. Director He Nian revealed that the second round of rehearsals made new attempts in the cast. In addition to the collective return of the original cast such as Zong Juntao, Wang Hao, Zhao Yijie, Jiang Qianru, Ding Zhenying, Zhao Jiayan, Nian Manting, Xu Lei, Liu Lingfei, Shi Zheming , Zhao Chaofan, Liu Haoran and other talented and popular musical actors, as well as popular youth actors Jing Yanqiao and Feng Difei of "La La City" will also make surprise appearances in the second round of performances. Talk show actor Wang Mian and Shanghai Opera actor Xu Xiang will also make their cross-border debuts, while singer Huang Ling, who was full of energy on the premiere stage, will once again play the role of Gloria.
Yesterday, in the limited-time pop-up store, the musical "Myth of Love" also held a formation meeting. On the first day they joined the group, six non-Shanghai new members including Liu Haoran, Shi Zheming, Wang Mian, Zhao Chaofan, Jing Yanqiao, and Feng Difei faced a Shanghainese test. Although the on-site examination questions are not easy, Xu Xiang, one of the examiners, said that he does not want to play the role of "Shanghai dialect judge". "Language evolves with the times, and Shanghai dialect is in line with the spiritual character of the city. It is also open and inclusive.” Rather than worrying too much about the pronunciation of Shanghainese, he and other creators hope that the language is as welcoming as the city. In fact, the city of Shanghai and Shanghai-style drama have always been symbiotic and empowering, forging the soul and genes of the city’s cultural IP.
breaks the "boundaries" of drama, decrypts creation and strengthens interaction.
The musical "The Myth of Love" uses movie-level scenery to bring all Shanghai's lane entrances, pavilions, cafes, bars and other scenes to the stage, and the actors' costumes are more There are more than 150 units, some of which were moved to Lao Bai's "new home" in Zhangyuan. Entering "Lao Bai's Home", the audience will pass through different drama spaces in sequence. Through exhibitions and interactive devices, they can experience the entire process of the musical "The Myth of Love" from script writing, music creation, costume design, prop production, etc., and learn about it. The birth and end of this musical.
Take the display of golden sentences set up at the entrance as an example. Those words that condense the understanding of love are all from the lines and lyrics of the musical, such as "Being decent when you are separated", "Loneliness is also a kind of freedom", "Life requires ups and downs" Wait, it is memorable and imaginative. In the "cloakroom", three different styles of dresses are waiting for their respective owners; and in Lao Bai's "living room", the walls are full of photos of "Lao Bai" growing up in the musical - as Easter eggs in the play, all these photos From the private collection of the musical's leading actors.
If "Lao Bai's Home" deciphers every detail of creation in the form of a pop-up store, then when the audience follows the little cobbler in the play to the Blue Bottle Coffee in Zhang Yuanli to taste the co-branded model of the musical, and then grab a few bags of snacks, Then, in the urban cultural atmosphere created by the strolling drama, the boundaries of drama are being further opened, and the city is the stage. It is worth mentioning that the combination of musicals and coffee is not a simple addition, but amplifies the multiplier effect of each other, bringing benefits to the people. That is, viewers of the musical "The Myth of Love" can enjoy discounts on drinks with their ticket purchase vouchers, while coffee shop customers have the opportunity to receive discounts on tickets for the musical.
It is conceivable that in commercial landmarks in the city, performing arts + coffee are connecting the emotional link between cultural consumption and life consumption, and the dimensional walls between audiences, tourists and consumers are also being eliminated. With the integration of local culture and experience economy, drama can write the vitality of the city's soft power, and can once again prove that in Shanghai, culture is never illusory, it has things that can be seen, heard, felt, and can be The infinite forms of play and consumption are an important source of a better life.
Author: Wang Yan Jiang Fang
Text: Wang Yan Jiang Fang Picture: Provided by the event organizer Editor: Wang Xiaoli Editor: Xing Xiaofang
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