Hengdian World Studios, dubbed 'China's Hollywood', has become a hotspot for tourists seeking immersive experiences. During the National Day holidays from 1 to 7 October, visitors paid to star in short dramas, a phenomenon that has drawn millions of visitors. The studios, located in east China's Zhejiang Province, have seen a 21.2% year-on-year increase in visitors, with over nine million visitors in the first half of this year.
At Hengdian World Studios, tourists can join short-drama crews with nothing but an admission ticket. Directors provide scripts and coaching on the spot, allowing visitors to complete a scene in 10 to 45 minutes. For a more professional experience, full production resources are available, including costumes, make-up, lighting, and set design. This unique experience has attracted visitors like Hangzhou Wang, a retired teacher from Shanghai, who recently played an emperor's mother.
Wang's experience is not an isolated incident. Many tourists have signed up for the short-drama experience, with over 100 people participating daily at peak times. The studios have rolled out upgraded short-drama shoots and film-themed activities designed for different types of visitors. According to Ma Qianyi, a staff member at Hengdian Micro Film, the team has been working around the clock to film over a dozen shoots a day.
The short-drama experience offers a range of genres, including imperial palace dramas, 'dragon king' fantasy, and time-travel stories. Visitors can choose from more than 40 scripts, with prices starting at 218 yuan (about N$535) for a solo short drama. A full package with professional make-up and styling costs 388 yuan (about N$960). This immersive experience allows tourists to become actors, creating a unique emotional resonance.
The phenomenon is not limited to Hengdian World Studios. Across China, scenic spots are transforming landscapes into interactive stages. Zhusha Ancient Town in southwestern Guizhou Province offers period-drama shoots, while 'the Longest Day in Chang'an', a themed immersive cultural block in northwestern Shaanxi Province, lets visitors travel back in time to live a day in the Tang Dynasty.
Industry observers see this trend as a broader shift in the tourism industry. Tourists are increasingly paying for emotional resonance and immersive experiences. According to director Zhang Jinquan, the key to success lies in letting tourists become actors, turning film from something you watch into something you feel. This approach has contributed to Hengdian's popularity, with visitors seeking more than just a passive experience.
The immersive experience extends beyond the sound stage, with overnight stays and role-playing continuing well into the night. At the Rossyli Hotel in Hengdian, check-in marks the start of production and check-out the wrap. Guests can even trade the 'film fees' they earn for perks like a personalised wake-up call. As the tourism industry continues to evolve, it remains to be seen how this trend will shape the future of travel and entertainment.
Key points
- Tourists are paying to star in short dramas at Hengdian World Studios
- The immersive experience has drawn millions of visitors to Hengdian
- The trend is part of a broader shift in the tourism industry, with visitors seeking emotional resonance and immersive experiences
