A Case Study On Industrialization Operation Of Jinsha The Chinese Originated Musical

Musical is an integrative art, which unite many artistic elements, such as drama, dance, music and tableaux. And it has the characters of integration, popularity, entertainment, aesthetics and commerciality. In virtue of huge extra profits and broad industrial relevancy, the musical industry is called the Industry of Sunrise, which ranks the top 3 of most profitable cultural industries with audio-visual industry and cinematographic industry.Jinsha is a Chinese originated musical, which roots in a recent local historical discovery 'Relic of Jinsha'. In this play many artistic elements and local cultural modalities are bond together and displayed magic aesthetic spectacles. For the operation parts, the producer of the play took Broadway as a sample and innovated from the Broadway musical patterns of investment, scenario inditement co-operation, marketing, and brand popularization.Only after two years of its first show on Apr 8th in 2005, this musical play has mounted 500 scenes and staged its cruise plays in Beijing, Singapore, Hong Kong and Macao. It was calculated this play has earned 15,000,000 RMB of box office. Comparing to the total investment of RMB16, 000,000, the time of investment reclaiming is around the corner. In addition, the producer pioneered the brand of Jinsha in other business areas, such as tourism, audio-visual industry; archaize costume manufacturing and TV play programming, and created a broad industrial chain of Jinsha, including musical performing, theatre managing, stardom cultivating, souvenir producing, which brought much energy into the economic development of Chengdu.The thesis mainly adopts methods of case study, takes the musical Jinsan as an example, starts with the sciences of economy, marketing and management to take the researches of Close reading of pattern innovations on investment, scenario inditement co-operation, marketing, brand popularization, etc.All of these constructive standpoints and studies are expected to offer helpful reference for the academia and arouse more profound research.