The Maze, a fairy tale play staged by the Beijing Children's Art Theater Co. Ltd., has attracted 25,000 audience and won 2.52 million yuan (US$304,716) in box-office since its first commercial debut on May 29, according to sources from the theater.

Li Changchun, member of the Standing Committee of the Political Bureau of the Chinese Communist Party Central Committee, watched the play on Monday, and said he was quite impressed by the sound economic and social returns the theater has achieved after its market reforms.

On January 16, 2004, the theater, which was founded in 1986, became the first state-owned culture ensemble in the country to be converted into a share-holding company.

Five local companies hold shares in the newly established Beijing Children's Art Theater Co. Ltd. The Beijing Youth Daily is the largest of them with an investment of 15 million yuan (US$1.8 million), or 65 percent of the total shares.

"The innovation in the ownership and traditional operation mechanisms has revitalized the theater, exploring actively in play selection, market promotion and interior management, which all gain evident achievements," Li said.

The Maze, already on stage for 15 shows and to run until June 11, features a boy named Jelly who turns into a tiny figure and makes an adventure after falling into an underground maze which is crowed with piles of junk and wastes thrown by human beings.

People are amazed to find the play crew, from director, music producer to script writer, all celebrities in their circles, a gathering the theater without market reforms can never achieved.

Staging plays is only one of the activities of the reformed troupe. The company has also been licensed to produce DVDs and other products such as books and toys connected with the play, and to train performers and make TV programs, in a bid to broaden their income sources.

"To promote commercialization of cultural industries and guide culture organizations into the market is the essential way of meeting the public's increasing spiritual demands," Li said.

He noted that the Beijing Children's Art Theater Co. Ltd. has displayed full momentum and vitality shortly after its market reforms, which can be promoted for the renovation of other culture organizations and then to the systematic reform of the entire culture industries.
 
(Xinhua News Agency June 8, 2004)