The musical The Phantom of the Opera is touring Guangzhou and Beijing, and the 90 million yuan production is one of the most expensive to target the country's growing market for musicals. [Photo/Guangzhou Opera House]

Awaiting growth

Yet, it's too early to say that we have a mature market for musicals in China, says Tian.

"The rental of a venue is astonishingly high in the eye of foreign producers. So is the media campaign."

It is lucky for Tian's company to have built a partnership with Beijing Hyundai, a Sino-South Korean joint automaker, which has been sponsoring the musicals.

But Tian hopes that more enterprises can join in to support the development of the industry.

"Only a few enterprises in China would like to sponsor musicals because many see little commercial value in them," she says.

The high rents, expensive media campaigns and insufficient sponsorship have a bearing on tickets, making them costlier in China than in many other countries.

But there are also Chinese who may have the money to spend, but may not want to spend it on such experiences, she says.

Tian's company and Tmall.com co-launched a ticket sales promotion of The Phantom of the Opera on the online shopping site in September, targeting higher-income customers. But the attempt didn't generate large sales.

Tian's company has produced the Chinese versions of classics like Mamma Mia! and Cats, staged adaptations of South Korean musicals and has produced original Chinese musicals.

"The industry for musicals is highly competitive," Tian says.

"We cherish the aspiration ... but the profession and the market (in China) have yet to develop properly.

"It requires long-term efforts to cultivate a mature market for musicals, which can't be achieved by the success of just one show," Tian says, adding that she plans to bring the musical Les Miserables to China next year.

If you go

8 pm, Wednesday to Friday; 2:30 pm, 8 pm, Saturday and Sunday. Guangzhou Opera House, 1 Zhujiang West Road, Tianhe district, Guangzhou. 4008-808-922.

7:30 pm, Tuesday to Friday; 2:30 pm, 7:30 pm, Saturday and Sunday; Nov 17-Jan 10. Beijing Tianqiao Performing Arts Center, Tianqiao South Street, Xicheng district, Beijing. 400-635-3355.

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