Bus tour marks iconic play's journey to popularity

"I cannot specify the impact of the show to China's immersive theater scene," Ma Chencheng, president of SMG Live, the live show branch of Shanghai Media Group, told media on the opening day of the bus tour.

"But it was obvious that from 2016 onward, when Sleep No More was introduced to China, the theater industry and many other businesses, such as retail and dining, have become more interested in immersive theater and have tried to introduce the idea into their events."

Compared to its New York production, Sleep No More, Shanghai has broken many new boundaries, Ma adds. Aside from the main show, the Shanghai production also has its own themed restaurant, pub and hotel.

Ma points out that the production has, over the past seven years, also had several crossover collaborations with commercial brands.

"If we say that the New York production has made the show known to the whole world, I believe the Shanghai production has pushed forward the idea of immersive theater in this vitally important market. That's why I believe Sleep No More, Shanghai and immersive theater will have even brighter future in the city," Ma says.

It was recently announced that the New York production on the city's West 27th Street will close following its 5,000th performance on Jan 28. In a statement, Barrett and Doyle wrote: "It is the end of an era, but thrilling to know that the Sleep No More adventure is not finished. The production lives on in Shanghai, now in its seventh year, and we are excited to be exploring new productions internationally."