長銷音樂劇營運策略探討——以音樂劇《搖滾芭比》為例

Abstract

自 2021 年起，長銷式音樂劇演出彷彿成為一種新時代臺灣劇場顯學。在「活性界面製作 Activa Productions」成功在 PLAYground 南村劇場連演三十三場外百老匯音樂劇《I Love You, You’re Perfect, Now Change》並獲得熱烈迴響後，各個團隊紛紛嘗試製演長銷類型節目、尋找更多可能性。本文採質性研究，以半結構式訪談為主要方法，探究臺灣藝文領域在疫情後的長銷音樂劇製演策略與運營方式，並個案研究分析瘋戲樂工作室《搖滾芭比》的長銷製演整體規劃與商業模式。經研究後得出長銷演出的優勢在於能將前期投資分攤在多場次演出中，且口碑得以運行較久。使長銷展演較易取得商業成功之核心仍為內容。原創內容要確定市場性的方式是從群眾過得回饋並持續迭代，故鼓勵製作團隊在進入正式製作前先讀劇並試演。當進入製作時，需要根據內容規劃合適的場地和售票平台、找尋合適的設計人員以產出作品。試著提出可行財務規劃並預測演出期間的潛在風險可幫助製作團隊找到投資者與維持品質。顧客體驗在長期銷售中也扮演重要的角色。顧客在需求被滿足時感到滿意，而人的需求源自於情感。了解情感、需求如何影響人的決策，並找出影響顧客最的時機能有效溝通品牌核心價值。Since 2021, long-running productions, especially repertory musical theatres, have gained popularity in Taiwan. After Activa Productions performed the off-Broadway Musical I Love You, You’re Perfect, Now Change at PLAYground Theater, where it ran for 33 consecutive shows and was a huge success with audiences, many theater companies have attempted to produce repertory musicals or plays, seeking new possibilities within this format.This research primarily uses a qualitative approach, employing a series of semi-structured interviews with theater producers. Additionally, a case study is conducted to analyze the operations and business model of Studio M and its musical Hedwig and the Angry Inch, which ran for a total of 56 performances in 2023 and 2024.In conclusion, it is widely recognized that the advantages of long-running productions include the ability to distribute fixed costs evenly across performances, and the power of word-of-mouth to attract more potential customers. Content is the key element in long-running productions. To determine whether the content will succeed in the market, it is essential to engage with the audience, gather feedback, and continuously evolve. Therefore, it is encouraged that the production team hold a play reading or a try-out before launching the full theater production.Once the production enters full-scale operation, it is highly recommended that the team select a venue appropriate for the scale of the production, implement a clear and reliable ticketing system, and collaborate with designers whose style aligns with the performance. Developing a solid financial plan and anticipating potential risks during the run of the show will help attract investment and maintain performance quality.Customer experience also plays a crucial role in long-running productions. Customers are satisfied when their needs are met, and these needs are fundamentally driven by emotions. Understanding how emotions and human desires influence decision-making—and identifying the right moments to leave a lasting impression—will make it more efficient to convey the core values of the brand.