Inside China’s Hollywood

Hangzhou Wang, a retired teacher from Shanghai, has just wrapped up her turn as an emperor’s mother, filming a scene inside a replica palace at Hengdian World Studios, known as ‘China’s Hollywood’.

“I never imagined I’d get to act. I finally got my drama fix,” Wang says, smiling as she adjusts her headdress.

“I rehearsed the lines three times to memorise them, and the director even said I had a real air of authority.”

Wang is part of a holiday phenomenon. During the National Day holidays from 1 to 7 October, tourists paying to star in short dramas have become a common sight in Hengdian, in east China’s Zhejiang Province.

As destinations across China explore new ways to attract visitors, Hengdian has flipped the script, transforming tourists from spectators into actors.

Hengdian drew over nine million visitors in the first half of this year, up 21.2% year on year.

At peak times, more than 100 people would sign up for the short-drama experience a day. During the holiday, it rolled out upgraded short-drama shoots and film-themed activities designed for different types of visitors.

An admission ticket is all it takes to join more than 10 short-drama crews. Directors hand out scripts and coach performers on the spot, and visitors can complete a scene in 10 to 45 minutes.

For a more professional experience, full production resources are available, including costumes, make-up, lighting and set design, along with chances to perform alongside veteran actors.

“Our team of over 30 people has been working around the clock,” says Ma Qianyi, a staff member at Hengdian Micro Film.

“We film more than a dozen shoots a day, and we often bring in external costume, make-up and camera crews.”

From costume selection and script reading to filming and post-production, a finished video is ready within two days, Ma says.

“The best way to turn film from something you watch into something you feel is to let tourists become the actors,” says director Zhang Jinquan.

IMMERSIVE EXPERIENCE

Imperial palace dramas, ‘dragon king’ fantasy and time-travel stories are the most popular genres, Zhang says, with a dedicated screenwriter updating scripts to keep pace with audience tastes.

Visitors can choose from more than 40 scripts. A solo short drama starts at 218 yuan (about N$535) and a full package with professional make-up and styling costs 388 yuan (about N$960).

With overnight stays, role-playing continues well into the night, extending immersion beyond the sound stage.

At the Rossyli Hotel in Hengdian, check-in marks the start of production and check-out the wrap. Guests can even trade the ‘film fees’ they earn for perks like a personalised wake-up call.

Hengdian is not alone in this shift. Across China, scenic spots are turning landscapes into interactive stages.

Zhusha Ancient Town in southwestern Guizhou Province offers period-drama shoots against nostalgic backdrops, while ‘the Longest Day in Chang’an’, a themed immersive cultural block in northwestern Shaanxi Province, lets visitors travel back in time to live a day in the Tang Dynasty (618 to 907).

For industry observers, the phenomenon signals a broader shift: Tourists are paying for emotional resonance and immersive experiences.

As a report by market analytics firm Meadin Research Institute put it, tourists are no longer satisfied with a tour that is just about moving from one place to another. They want a trip that connects them with a culture, lets them express who they are, or offers something new.

That is what Hengdian is betting on. Using its filmmaking know-how, it has broken production into replicable modules, so tourists can star in their own short dramas.

Staff are on hand to help solo visitors get into character, ensuring no one feels awkward on set.

“The model is lightweight, fast to produce, and boosted by free social media promotion, as visitors share their clips online,” says Chen Shaofeng, a professor at Peking University’s Institute for Cultural Innovation.

To keep visitors coming back, experts suggest giving them more say, such as choosing scenes, adjusting camera angles, even tweaking dialogue, so each shoot feels unique.

Hengdian is already planning ahead. Serialised short-drama experiences are in development to draw visitors back, and the studio aims to combine AI short dramas with cultural tourism, alongside public training programmes and merchandise.

“We came specifically to act,” says Huang Yanfang, who drove from Suzhou in the neighbouring Jiangsu Province after seeing videos of the experience online.

“I want to know what it feels like to be the lead, even for just a few minutes.” – IOL

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