China film studio lets tourists act in short dramas for US$30 to fight low attendance

Hengdian World Studios, the world's largest film and TV studio, has introduced a unique program to attract tourists amid a decline in attendance. Visitors can now pay around 200 yuan (US$30) to participate in short dramas and gain acting experience. This initiative is a response to the recession caused by artificial intelligence, which has significantly impacted the production of short dramas at the studio.

Previously, tourists visited Hengdian World Studios to admire the sets of their favorite dramas and explore the 5A-rated attraction, which covers 5,000 years of history across 30 square kilometers and features over 100 sub-studios. However, as AI-driven short dramas gained popularity, traditional landscape dramas saw a decline. In August, the studio launched a service allowing tourists to film their own short dramas, charging a minimum of 218 yuan for an hour of acting experience.

Group packages, designed for families and companies seeking team-building activities, are available for 3,800 yuan (US$570) and 12,000 yuan. This trend aligns with the growing experience economy in Chinese tourist attractions, where non-player characters (NPCs) interact with visitors. The new program provides a much-needed boost to the studio's struggling production industry.

Despite a record year in the previous season, with over 4,000 crew members and a 237% growth in short dramas, the latest data shows a shift towards AI-produced content. In the first quarter of this year, 95% of the 128,000 new short dramas were AI-generated, threatening employment opportunities for local actors and directors, known as 'heng piao' or "people who float in Hengdian."

With the introduction of the tourist program, one director, Zhang, managed to produce 20 short dramas in a single day. Some former Hengdian extras have adapted to guiding tourists in acting, demonstrating scenes and providing advice on body language. One sub-studio reported receiving 17 commissions from a young mother to produce short dramas featuring her within six months, finding the experience akin to psychological consultation.

Director Wu Yizhuo further highlighted that tourists are particularly drawn to plots involving a previously arrogant character discovering the protagonist's power, seeking an emotional connection with the narrative.