《不眠之夜》上海版：文化赋能商业，演艺市场的新物种

This case study outlines the trajectory of Shanghai Media Group Live (SMG Live) in successfully bringing the immersive theater experience Sleep No More to Shanghai. Since its introduction in 2016, Sleep No More in Shanghai has enjoyed robust market success and garnered industry acclaim. Its disruptive art form also contributed to the proliferation of the immersive entertainment concept, at the meantime promoting the associated sectors within the Chinese cultural and entertainment landscape. Looking forward, Ma Chencheng, the President of SMG Live and the producer of Sleep No More in Shanghai, confronts several pivotal challenges. First is introducing sophisticated content to new markets; Ma must judiciously decide which regional market to target next for the expansion outside of Shanghai, weighing options between cities like Beijing, Shenzhen, or Changsha. Additionally, there is a pressing need to refine the company’s business models of cultural content. This involves leveraging SMG Live’s prowess in culture and creativity to venture successfully into diverse sectors.