On June 8, the first NFT digital collection commemorative ticket blind box launched by Maoyan and the immersive drama "Sleep No More, Shanghai" officially entered the Maoyan digital collection area for pre-sale.

The digital collection is still sold in blind boxes. The first batch is limited to 2,022 copies and will be officially released at 18:08 on June 10, Beijing time.

　　The Shanghai version of "Sleepless Nights", the theme IP of the digital collection released this time, is co-produced by British drama company Punchdrunk and Shanghai Media Group (SMG LIVE), and is adapted from Shakespeare's classic tragedy "Macbeth", which was once successful in New York. It has been staged for more than 10 years, attracting stars such as Madonna and Leonardo to join the grand dream of the stage.

　　Behind the digital collection carries the recognition of IP cultural value, and also needs the support of high-quality repertoire content.

The Shanghai version of "Sleepless Night", as the only version of the play in Asia, has performed more than 1,400 consecutive performances since its Shanghai premiere in 2016, with over 440,000 viewers and an average attendance rate of 95%.

With its world-class production, high-level performance and unprecedented viewing experience, it has repeatedly broken national box office records for cultural performances, and once became one of the fastest sold out theatrical performances in Shanghai, creating a phenomenal popular performance.

　　In terms of design, the digital collection of "Sleepless Night" continues the retro style of the play itself, with the three story lines of "Macbeth", "The Wizard" and the unique "Legend of the White Snake" unique to the Shanghai version as the themes. Drawing inspiration from the shape of tarot divination cards, a large number of stage beauty and symbolic elements in the play are subtly hidden in it through the art deco style, continuing the consistent mystery and black aesthetics of the work.

　　At the same time, as a digital collection for the first phase of Maoyan and the immersive drama theme, an online and offline sales model was launched during the sales process.

According to the official information of Maoyan, during the sale of the digital collection of "Sleepless Night", users who purchase the digital collection will receive an additional performance benefit worth 180 yuan, including a piece of 60 yuan (full 650 yuan can be used) and a 120 yuan (1,300 yuan or more) cash coupon, which will be automatically placed in the user's account after the purchase is successful. The user can use the coupon within the validity period to purchase the "Maoyan App, Meituan App and Dianping App". Any number of on-sale performances after the official re-run of the Shanghai version of "Sleepless Night" (July-August).

　　It can be seen that the combination of digital collections and immersive dramas, as well as the online and offline sales model, more fully illustrate that digital collections, as a new carrier of cultural innovation, will continue to create more possibilities for the cultural industry and help cultural High-quality content deep marketing in the industry.

In this process, Maoyan has also actively leveraged the capabilities and advantages of its "technology + full-text entertainment" Internet service platform, integrating new technologies, new gameplay, and new models to apply to the digitalization of the cultural industry, constantly broadening the digital boundaries of the cultural industry, and helping the cultural industry. Digitalization continues to escalate.

　　In recent years, Shanghai Media Group (SMG LIVE) has continued to test the waters of digitalization, breaking the space and time constraints of the stage.

From March 2022, 7 of its troupes and the Shanghai Musical Theatre Arts Center will be assembled to launch the "Arts and Moves" cloud performances, which will continue to provide live broadcasts of wonderful cultural performances for audiences who cannot enter the theater.

The flagship theatrical project "Sleepless Night" has successfully reshaped the audience's imaginary boundaries of the theater.

From a large number of Eastern and Western historical and cultural implants in the story, to the immersive viewing experience of "breaking the fourth wall", and then to the presentation of film-level stage art, its artistic value and IP extension potential are all dramas. The development layout in the future metaverse field brings more possibilities.

　　Through the test release of the digital ticket stub collection of "Sleepless Night", it is foreseeable that the future online and digital content construction will not only be an innovation based on the value of drama IP itself, but will also serve as a platform for cultural tourism that is highly dependent on people and space. The performing arts industry has brought breakthroughs in content production, marketing communication and consumption scenarios, and re-explored new opportunities for digital consumption scenarios of cultural performances.