If glass skywalks were the breakout product for major scenic spots in 2016, then in 2017 and 2018, Botao Culture’s (832013.OC) 360 Extreme Flying Theater series of dome cinemas has undoubtedly been another dark horse to sweep across scenic destinations.
"Since the Disney dome cinema project was launched, the technical aspects of improving and adapting such products are no longer a major issue. The key lies in content differentiation and mastering core IP. Under the same level of technical conditions, content advantages will capture a larger market share," said Lin Huanjie, Dean of the China Theme Park Research Institute, to New Travel Industry (LvJieMedia).
For scenic spots, the dome flight cinema product offers many advantages—such as high-tech features that enhance the technological appeal of the site, high product safety, minimal space requirements, and suitability for all age groups. But what truly impresses scenic areas is Botao Culture’s ability to provide customized solutions. Although 26 360 Extreme Flying Theater projects have already been launched, each one features completely different content, showcasing diverse cultural meanings. This also sets the Extreme Flying Theater apart from another viral scenic product—the glass skywalk—which satisfies tourists’ desire for thrilling experiences, but such thrills lack differentiation and struggle to maintain lasting appeal.
"We hope to tell the story of the scenic spot through the dome cinema," said Qi Zheng, Co-founder of Dalian Botao Culture Technology Co., Ltd. and General Manager of its Cultural Tourism Division. "Nowadays, visitors to scenic spots are no longer satisfied with just admiring the view and taking photos—they also want to take home a story behind the site or attraction. But there’s very little storytelling at scenic spots right now, mostly relying on guides. We’re offering a new way for them to tell these stories."
Whether the story can move visitors depends largely on the film itself. "From the very beginning, we realized that the product content must be carefully customized. If the film can’t engage visitors or reflect the characteristics of the scenic spot, then there’s basically no room for success. Building a dome is easy—it can be done in as little as two months—but customizing a film requires a professional team of forty people working for six months, because the film needs a lot of time for constant revision and adjustment," Qi Zheng explained.
In fact, Botao Culture’s ability to perfect content customization and win favor with major scenic spots is precisely due to its top-notch content production team. Botao Culture has participated in the production of high-quality films such as "Final Fantasy," "Gantz," and "Alita: Battle Angel," and has also provided content services for national institutions like the Beijing Planetarium and the China Science and Technology Museum. It is the only content provider to have served both national museums.
With a high-quality content production team and tailor-made storylines, the Extreme Flying Theater injects technological elements into natural scenic spots, while also digging deep into the value of the site’s cultural IP. At the same time, it becomes a driver for increasing visitor numbers and secondary consumption. For example, the Tianmen Mountain Extreme Flying Theater project officially opened in May 2017 and received very positive market feedback, generating over 100,000 yuan in revenue per day during peak season.
According to data from Botao Culture, the Dalian Laohutan Extreme Flying Theater project officially launched in August 2016, with annual revenue exceeding 8 million yuan; the Tianmen Mountain project started operations in May 2017 and became profitable in its first year; the Sanqing Mountain project began trial operations on September 29, 2017, and is expected to recoup its investment within two years.
Previously, Botao Culture offered scenic spots a full-process service for product implementation, known as the "turnkey project," where Botao Culture resolved all issues related to project implementation and built the Extreme Flying Theater in three months, leaving the scenic spot to simply receive the keys. Now, Botao Culture has further upgraded its services, becoming more involved in project investment and day-to-day operations.
"If we’re just selling a project, it’s a one-off deal and the relationship with the scenic spot remains relatively weak. But if we co-manage the project with the scenic spot, our interests become much more closely aligned," said Qi Zheng. Botao Culture’s "investment + operation" model for scenic spots focuses on 5A-level attractions. In addition to promoting the development of the dome cinema segment and accelerating product deployment, this model is even more important for maintaining the innovation vitality of the product, further achieving a win-win situation for tourists, scenic spots, and Botao Culture.
Under this model, from the project initiation stage, Botao Culture ensures that all aspects of project content presentation and scheduling, as well as various detailed requirements, are fully addressed. Through thorough research and timely adjustments, it guarantees the project’s survival rate and smooth subsequent operations.
Botao Culture has specifically established a dynamic and ongoing operational research team, building a comprehensive survey platform and system that includes brand surveys, visitor monitoring, and media feedback. This allows for a full understanding of consumer demand characteristics and trends. Based on the regular scientific analysis and organization of large amounts of feedback, the project is adjusted, optimized, and improved in real time.
Since the number of visitors attracted by the Extreme Flying Theater directly impacts Botao Culture’s revenue, the company has truly transformed from a project provider to a project operator. Qi Zheng told New Travel Industry (LvJieMedia) that Botao Culture has built a complete marketing system, conducting promotions through various online and offline activities from the pre-launch preparation phase to the post-launch operational stage, thereby increasing customer loyalty.
Three films are provided free of charge upon project completion to offer content support, with two additional films updated annually for ongoing service. From an integrated "production, research, learning, and sales" approach, Botao provides comprehensive solutions for scenic projects. Botao’s own experienced operations team, especially in the operation of high-tech cultural experience projects, helps scenic spots reduce operational burdens.
Juyuan Capital, as a long-term strategic partner of Botao Culture, is very optimistic about the future development of the Extreme Flying Theater product. Currently, domestic scenic spots face severe homogenization competition, especially landscape and terrain-based sites, where there are very few "secondary consumption" projects that allow for interactive visitor experiences. The Extreme Flying Theater is a "sharp tool" for scenic spots to stand out in such homogeneous competition, enriching the site’s offerings while enhancing the visitor experience—a win-win scenario.
The overall value chain and business ecosystem provided by Botao are comprehensive—not just a product, but a complete package of solutions including services, financing, and marketing. Botao Culture summarizes its new implementation model as "one center, two basic points": with the visitor’s wonderful experience at the center, the two basic points are: first, ensuring feasibility by making the project’s timing, quality, and cost controllable and implementable; second, fully preparing for scenic marketing and aligning with the site’s IP shaping and core promotion.
Botao Culture, transitioning from a project provider to an investment operator, is using the 360 Extreme Flying Theater as a vehicle to transform the cultural essence and story IPs of major scenic spots into differentiated entertainment experiences—and into tangible commercial value. This product storm is growing stronger and is becoming a new force for industry transformation.