- the road to the marketing of brand innovation in innovation,
reporter Chen Weimin Intern Yu Xiaodan
City children's art actively explores the market way of children's drama. (data photo)
since the 2009 Ji'nan children's Art Theatre launched the "parent child Drama Festival", Ji'nan children's drama really connected with the market. So far, Ji'nan has hosted the two "parent child Drama Festival". Ding Xiaoqiu, director of the Ji'nan children's Art Theatre, said: "at the beginning, we were walking across the river by feeling the stones. The children's drama market has developed very fast, and it's not bad. Now we should stop and think about how children's dramas will develop in the future.
Wang Qian, a Ji'nan playwright, said, "the slogan for children's play is a child for 3 to 12 years old, but the range of children's psychological maturity and ability to accept is still a big difference, and we should consider subdividing them into three levels in this area." There was an embarrassing scene at the scene of snow white. A three or four year old child was scared to cry when the witch appeared. "By subdividing the age of the young viewers, the writers will be able to create more productions that fit this part of the children's psychology. Our plan is to play a leading role in the pre-school children's market in the province, and to fight the older children's market. The same repertoire can't satisfy two markets inside and outside. It's embarrassing when we go out to tour.
open recruitment of actors to enrich the performance force
this year, "baby Theatre" will perform every weekend. The "parent child Drama Festival" will also continue to be held, "initially planned to perform 16 repertoire, while inviting 4 to 6 foreign dramas to perform." To this end, Ji'nan Expo Performance brokering Co., Ltd. will set up a children's troupe to recruit members from the society and specialize in the performance of "baby Theatre". "At present, the job is being planned. The recruitment ads have also been sent out. The first batch of 10 to 15 players will be recruited, and the exam will be held next Saturday. It is expected that there will be a group before and after the Spring Festival, and strive for normal operation before May 1. " Ding Xiaoqiu introduced it.
draws on the national classics, the rich productions
to achieve the weekend of children's dramas, and the serious shortage of repertoire is the biggest obstacle at present. According to Ding Xiaoqiu, there are at least 24 plays to guarantee Zhou Zhou's performance and achieve "weekend", and now there are only 9 theaters. Most children's plays are adapted from fairy tale classics, such as snow white, Andersen, ugly duckling, etc. But after all, the classic number is limited, and the pure original story is easily embarrassed by the cold market reaction. In January 6th, a new way to select children's play was put forward in the creation Seminar: to draw nutrition from the quintessence of the national science, for example, to adapt the story to the language and add the Peking Opera elements to the children. As a result, the selection space of the script is greatly increased, and the small audience can also be educated through the drama. Especially in cultural interaction with foreign theatrical troupes, it is especially important for the theatrical troupe to introduce outstanding children's dramas with national characteristics.
promote children's drama into the campus to sound the brand
Beijing's children's drama market is better than Ji'nan, one reason is that Beijing citizens have a stronger consumption ability. The initiative and enthusiasm of Ji'nan citizens in cultural consumption is not high enough, which is an important factor hindering the development of children's dramas. The price of the "baby theater" is up to 80 yuan, and the low price is 40 yuan, which prevents some families from entering the theater. The seminar put forward the idea of cheap tour to the kindergartens and primary schools and tickets for welfare homes. "Cooperation with the school, children's play into the campus, the theater can help schools train the drama society, which is consistent with the school drama education, is also more conducive to the theater to sound the brand, to cultivate drama audience, so that children's drama truly into the daily life of children."
2013, the Tenth China Arts Festival will be held in Ji'nan, which provides a new opportunity for the development of culture and art industry. Ding Xiaoqiu introduced, they will sum up the gains and losses of the development of children's drama for two years, and actively explore the market road of children's play, so that "baby theater" really become a brand.