This case study outlines the trajectory of Shanghai Media Group (referred to as SMG Live, or the company) in successfully bringing the immersive theater experience Sleep No More to Shanghai. Since its introduction in 2016, Sleep No More in Shanghai enjoyed robust market success and garnered industry acclaim. Its disruptive art form also contributed to the proliferation of the immersive entertainment concept, at the meantime promoting the associated sectors within the Chinese cultural and entertainment landscape.

Looking forward, Ma Chencheng, the President of SMG Live and the producer of Sleep No More in Shanghai, confronted several pivotal challenges. First was introducing sophisticated content to new markets: Ma must judiciously decide which regional market to target for the expansion outside of Shanghai, weighing options between cities like Beijing, Shenzhen, or Changsha. Additionally, there was a pressing need to refine the company’s business models, leveraging SMG Live’s prowess in culture and creativity to venture successfully into diverse sectors.