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Wen said the company's goal is to build a chain of theaters that will allow people to have a theater experience that is as simple as going to the movies.

Some of the Mahua Fun Age shopping mall theaters stage up to eight shows a week.

"The majority of audiences that go to watch shows at our theaters inside shopping malls go by chance. They see our posters and buy tickets at the door without any plans," she said.

"It helps us expand our fan base and also presents new challenges that we haven't encountered at traditional theaters."

When the company puts on a show at a theater, its only focus is the theatrical productions.

At shopping malls, they try to offer audiences a full experience that ranges from the venue's interior design to services such as food and beverages.

"At the malls, they want something interactive and immersive, much more than what they get at traditional theaters," Wen said.

"For example, audiences are invited to play roles onstage along with our actors and actresses. We also provide them with activities before and after the shows, warming them up and extending their theater experience."

One of the company's hit interactive shows is Shear Madness Salon, a Chinese stage adaptation of the German whodunit by Paul Portner.

In 2021, Mahua Fun Age premiered the comedy at Ruihong Tiandi Hall of the Moon shopping mall in Shanghai's Hongkou district. The play has also been staged in other Chinese cities including Tianjin and Changsha, Hunan province.

Another popular show is Kaixin Liaozhai, or The Crazy Happy Version of Liaozhai — Three Lifetimes, inspired by Qing Dynasty (1644-1911) writer Pu Songling. The comedy combines a classic supernatural tale with contemporary elements, such as rap and everyday life, and is a favorite with young fans.

Unlike a traditional theater experience, which is often serious and formal, the company offers patrons food and beverages during the show.

"People just want to get out there, watch a comedy, and laugh together," Wen said. "When people go to new places, they look for new experiences. Theater is no longer just a place to stage shows, and the relationship between performers and audiences has also changed."

Shopping malls and commercial complexes, which face challenges from online retailers, also need to renovate their spaces to meet the evolving demands of shoppers, Wen said.