解读越剧《新龙门客栈》的流量密码

Interpreting the Traffic Password Content of the Yue Opera New Dragon Gate Inn

越剧《新龙门客栈》改编自徐克的同名电影。该剧采用环境式剧场,让观众仿佛置身于边塞大漠中的龙门客栈,身临其境地感受剧中的明争暗斗。在创作与传播过程中,创作团队充分发挥了创造力,不仅融入了“二次元”文化以吸引年轻观众,还借助粉丝口碑实现了流量裂变。越剧《新龙门客栈》通过主动破圈探索,成为备受瞩目的现象级作品。基于戏曲本体和传播学的角度审视,该剧的艺术创新为新媒体时代戏曲艺术的守正与创新开辟了新路径。

The Yue Opera New Dragon Gate Inn is an adaptation of Tsui Hark’s film of the same title.Utilizing the environmental theater,the play immerses the audience in the atmosphere of the Dragon Gate Inn in the frontier desert,allowing them to engage with the overt and covert struggles depicted.In the process of creation and dissemination,the creative team showcased their innovation not only by incorporating ACG culture to attract young audiences but also leveraging fans’word-of-mouth to achieve flow surges.Breaking away from traditional norms,the Yue Opera New Dragon Gate Inn has garnered significant attention and acclaim for its innovative approach.Based on the perspective of opera ontology and communication,the play has opened up a new path for the preservation and innovation of opera art in the new media era.