《不眠之夜》上海版 用五年为沉浸式驻演正名

时间：2021-12-23 18:02:56阅读：718次
2016年至今，上海文广演艺集团SMG LIVE立足上海“文化品牌”建设大局，不断探索城市文旅业态与演艺产业融合的范本；以亚洲唯一版本《不眠之夜》的驻演为起点，开启和见证了上海
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    不眠之夜

    剧情片剧情
    瑜伽讲师珠熙和工厂职员贤洙结婚两年来仍尽情享受着甜蜜的二人世界。虽然住在租赁的公寓，生活也很平静，他们彼此…

2016年至今，上海文广演艺集团SMG LIVE立足上海“文化品牌”建设大局，不断探索城市文旅业态与演艺产业融合的范本；以亚洲唯一版本《不眠之夜》的驻演为起点，开启和见证了上海沉浸式产业从0到井喷式的爆发；向人们展示了演艺行业拓展边界的另一种可能。而这仅仅只是一个开始。2021年12月，为庆祝浸入式戏剧《不眠之夜》上海版亚洲驻演五周年，由中外主创团队共同构思的特定场域展览“MORE ON SLEEP NO MORE”在上海西岸油罐艺术公园正式拉开帷幕。

《不眠之夜》五周年发布会暨特展揭幕

以《不眠之夜》为匙，开启沉浸式产业之门

国内“沉浸式体验”的赛道开端可以追溯到2016年，由英国戏剧先锋Punchdrunk和上海文广演艺集团SMG LIVE联合制作，由上海尚演文化投资管理有限公司运营的浸入式戏剧《不眠之夜》在沪未演先火。不到100小时之内，1万张预售票全面售罄。这种介于真实性与戏剧性之间、重塑观演关系的戏剧体验，在全国范围内掀起了一股“Immersive”的先锋浪潮。

走过伦敦、波士顿、纽约的演变历程，优化改良后的上海版《不眠之夜》，开创了从0到连续演出超过1400场，观演人次逾44万，平均上座率高达95%，总收入3.8亿元的驻演纪录。象征着体验感、参与感的沉浸式演艺，由此正式开启了它的“黄金时代”。

作为都市文旅先锋，《不眠之夜》开创了无限的商业想象，五年来孵化了包括浸入式派对、节日卡巴莱等各类特别活动，并在2020年正式开启线上演艺的全新旅程：通过“白日梦沙龙”及“抖音戏剧节”直播，与超过20万在线用户见面；在与天猫共同打造的沉浸式带货直播间中，互动数量达到384万人，总观看人次超过100万，全网曝光数破3亿，给演出业带来新“玩法”。

2021年，《不眠之夜》以沉浸式体验赋能，与广州太古汇联袂打造的新作《十号礼铺》；与华伦天奴、古驰等奢侈品牌联手呈现浸入式秀场《梦入新生》及沉浸式珠宝展……对艺术和体验的融合，诠释了“演艺+”与商业、地产、零售之间跨界共生的新思路。

站在驻演第五载的重要时刻，《不眠之夜》再从戏剧破圈，联合西岸文化艺术季ART WESTBUND，以“动态”的舞美效果为灵感，结合全新的场域空间，呈现一场颠覆性的“静态”周年特展，邀请新老观众共同见证造梦、窥梦的历程。这也是西岸的文化线索从静态展示为主的视觉艺术向动态演绎的表演艺术转型的又一次拓进。

“MORE ON SLEEP NO MORE”《不眠之夜》周年特展发布会专场

多元跨界持续引领Z世代潮流名片

2019年，SMG LIVE与交大文创管理学院共同发布的《中国沉浸式产业发展研究报告》中显示，全中国的沉浸式产业自2016年后发展迅猛，呈突破性极速增长。密室、剧本杀等以“沉浸式”为概念的线下体验，成了95后Z世代人群的“社交新宠”。

即使在沉浸式作品不断涌现的今日，《不眠之夜》仍旧保持着超高的人气。被网友戏称为“上海沉浸式天花板”的口碑不断外延，在微博、小红书、抖音等社交平台，#不眠之夜#、#SleepNoMore#等相关话题，累计了超过1.1亿的讨论量和阅读量，更是在豆瓣、大众点评、大麦、猫眼等平台拥有平均超过9.2分的超高人气。

从观众结构来看，《不眠之夜》的外地观众比例由2019年的45%上升到2021年54%。依托社交网络及新媒体的力量，日渐增长的文旅属性，早已让这部作品成为成为越来越多年轻游客必打卡的旅游目的地之一，也让这部经典的沉浸式作品成为了众多游客来上海的目的之一。

此外，SMG LIVE相继打造了诸多爆款，如《秘密影院》、科勒秀、《爱丽丝奇幻冒险》等，孵化城市特色的文化体验；不断拓展“沉浸式”边界，联动展览、商旅、时尚、零售、音乐节等多元场景，引领Z世代潮流文化风向。构建更多维的沉浸式都市文旅品牌，持续突破观众对于现场的想象。

“MORE ON SLEEP NO MORE”《不眠之夜》周年特展

SMG LIVE沉浸式产业的未来布局与商业想象

从“小众概念”到“万物皆可沉浸”，国内沉浸式产业爆发让人们看到了演艺行业拓展边界的更多可能。在《不眠之夜》五周年特展发布会上，特邀嘉宾陈安达先生，韩置先生，康纳·道尔先生，与上海文广演艺集团有限公司总裁、《不眠之夜》上海版制作人马晨骋，从艺术、零售与文化地产角度，共同探讨了沉浸式产业未来发展的愿景与蓝图。

《不眠之夜》五周年发布会现场大师对谈

此外，马晨骋先生在对谈中分享了沉浸式的跨业态融合案例与发展方向，并畅谈了未来五年，SMG LIVE将持续发力沉浸式产业布局，引进全新沉浸式大秀、开启沉浸式特展“MORE ON SLEEP NO MORE”全国巡展、打造沉浸式零售业态“OVER THERE”用餐体验等。

更值得一提的是，SMG LIVE在此次发布会中宣布于2023年内引入Punchdrunk最具野心的全新大型沉浸式面具秀《燃烬城》，故事讲述了在特洛伊战争后，一个由诸神与凡人组成的神话世界从燃烧的灰烬中冉冉升起的传奇。根据导演菲利克斯·巴雷特在视频中的谈话透露：“这部新作品将于2022年春天在伦敦首演，在规模、沉浸程度、布景和体验上，都将更进一步。我们衷心希望能够与上海文广演艺集团继续合作，将这一力作带到上海和中国观众眼前。”

沉浸未来，为所未为。

责任编辑：任芯仪(EN063)

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