From “serving film crews” to “serving tourists,” is Hengdian trying out a “to C” business?-36Kr

Hengdian World Studios is shifting from serving film crews to serving tourists as conventional shoots decline and studio vacancy rises.

The park is expanding visitor-focused businesses such as immersive short-drama experiences and hotel tie-ins, with standardized packages aimed largely at middle-aged and older travelers.

Its original crew-driven model has been hit by fewer long dramas and shorter projects, as AI-generated content and short dramas reshape the industry.

There are signs of a recent rebound in live-action short-drama filming, but Hengdian’s broader pivot to consumer-facing services remains the key trend.