Smaller is better

The total number of live performances staged in the country from Jan 1 to March 31 was about 119,000, a 72 percent year-on-year increase for the quarter, according to a report by the China Association of Performing Arts.

Ticket revenue for the performing arts sector in the quarter was 10.8 billion yuan, while the number of people watching live performances was over 38 million.

"Small theaters have become a rising force in the performing arts market, attracting a large number of consumers," the report said.

Many Chinese cities, from big metropolises like Beijing and Shanghai to smaller new first-tier cities such as Chengdu, Hangzhou, Zhejiang province, and Changsha, Hunan province, are embracing the phenomenon of small theaters, it added.

Star Theaters was one of the first production companies to realize the value of smaller venues.

More than 10 years ago it opened three auditoriums, each with a capacity of about 200, the first such venues in Beijing, which have attracted drama aficionados who enjoy experimental productions.

The company later expanded its reach to Chengdu, opening three theaters at the Eastern Suburb Memory park, a former TV cathode tube factory in Chengdu converted into a cultural park that is home to fashion stores, restaurants, coffee shops and live venues.

The first theater in the park was opened in September 2019.

Unlike its Beijing counterpart, which is located in a traditional courtyard, each of the theaters in Chengdu has seating capacity for 300 to 500 patrons. Since the theaters were renovated from abandoned factories, the spaces are much bigger and offer an industrial vibe, said Deng Wei, vice-president of Star Theaters.

The Eastern Suburb Memory venues average 80,000 to 10,000 patrons per day on the weekend, with the strong attendance a major motivating factor for the company to open the theaters.

In November last year, Star Theaters premiered in Beijing its latest production, Miss Julie, a Chinese stage adaptation of Swedish dramatist August Strindberg's naturalistic play that was first performed in 1889.

With more than 100 sold-out shows since it opened, Miss Julie was also staged in Chengdu.

"The local audience gave us warm feedback about the play, even better than the feedback from the Beijing audiences. We also made some adjustments to cater to the local audiences in Chengdu, such as the dialect," said Deng.

"Now, one of our theaters in Chengdu is staging a new play featuring distinctive Sichuan elements, such as Sichuan Opera, combined with elements loved by young people, such as rap music. Our target audience is not only local people but also tourists," Deng added.