紅潮劇集《美味型男》音樂劇策展與票務之專業實務報告

Abstract

中文原創音樂劇《美味型男》於2012年台北藝穗節首次亮相，隨即獲得了當年的藝穗節首獎—永真藝術獎。該音樂劇後來收到大量的邀演及商演機會，吸引了廣泛關注。「你想我，我都在，因為我在你的血液裡，從來沒有離開。」這句充滿深情的詞句，總結了音樂劇《美味型男》的核心精神。這部作品的編導演，梁允睿，在2012年從母親煮的麻油雞飯中找到靈感。這道菜不只是一頓飯，而是一個充滿情感、記憶和鄉愁的故事。但在2022年《美味型男》的重製，票房成績未能達到預期，最終呈現出虧損的局面。本次實務報告深入分析了演出在藝術實踐與商業運營間的緊張關係，研究生並從製作人的角度出發，對整體行銷策略和管理實踐進行了全面的反思與評估。本專業實務報告著重於如何從這次的經驗中汲取教訓，並提出一系列建議，以優化未來的長銷式演出。報告指出，雖然本次演出在財務上未達成目標，但所遭遇的挑戰及其背後的因素，提供了寶貴的學習機會，有助於優化未來的製作和演出計畫。報告中特別強調了必須重新審視的幾個關鍵領域，包括票務銷售策略、如何推動定目劇的發展、成本控制機制。此外，對於劇團來說，探索與觀眾建立更深層次連結的方法同樣重要，包括擴大社群媒體互動、提高觀眾參與度和利用演出回饋的數據分析來精確定位市場需求。儘管本次演出在票房上的表現未達預期，但本專業實務報告所提出的分析和策略建議，旨在指引未來表演藝術作品，使藝術創作的生命力與商業模式的可持續性能夠共存發展。關鍵字：音樂劇、表演藝術行銷、策展策略、票務管理、長銷式演出。The original Chinese musical"Chef in Style" made its debut at the 2012 Taipei Fringe Festival and promptly won that year's top award—the Yong Zhen Art Award. The musical subsequently received numerous invitations to perform and commercial opportunities, attracting widespread attention. The deeply affectionate line, "You think of me, and I am there, because I am in your blood, I never left," encapsulates the core spirit of "Chef in Style." The playwright and director, Liang Inred, found inspiration in the sesame oil chickenrice cooked by his mother in 2012. This dish was not just a meal, but a story filled with emotion, memories, and nostalgia.However, the 2022 remake of"Chef in Style" did not achieve the expected box office results and ultimately faced a deficit. This professional practice report delves into the tense relationship between artistic practice and commercial operations in the performance, and from the producer's perspective, it provides a comprehensive reflection and evaluation of the overall marketing strategy and management practices. This report focuses on learning lessons from this experience and proposes a series of recommendations to optimize future long-run performances. It points out that although the financial goals were not met, the challenges faced and the underlying factors offer valuable learning opportunities that can help optimize future production and performance plans. The report highlights several key areas that must be re-evaluated, including ticket sales strategies, how to promote the development of set repertoire dramas, and cost control mechanisms. Moreover, for the theater company, it is equally important to explore ways to establish deeper connections with the audience, including expanding social media interactions, increasing audience engagement, and using performance feedback data analysis to accurately target market demand.Despite the performance not meeting expectations at the box office, the analyses and strategic recommendations proposed in this professional practice report aim to guide future performing arts works so that the vitality of artistic creation and the sustainability of a commercial model can coexist and develop together.Keywords：Musical, Performing Arts Marketing, Curation Strategy, Ticket Management, Long-run Performance.