BEIJING, Oct. 14 -- Acrobatics is one of the most ancient entertainment art forms for Chinese people. But many feel that such entertainment is outdated in the face of the quickening pace of Shanghai's modern cosmopolitan life.

    A recent mega production boasting a budget of over 30 million yuan (US$3.7 million), however, hopes to change that notion.

    The multimedia production entitled "ERA-Intersection of Time" (ERA) is touted as an unprecedented cutting-edge collaboration. For the first time, Shanghai Media Group, China Arts and Entertainment Group and Shanghai Circus World jointly invested in the project.

    The production will be a regular performance in Shanghai Circus World, the city's largest venue for acrobatics performance, according to China Arts and Entertainment Group. The first performance season will end on November 18.

    The three major organizers have invited experts from the world-leading circus troupe "Le Cirque du Soleil" to produce the spellbinding show that hopes to reinvent traditional Chinese acrobatics.

The multimedia production entitled "ERA-Intersection of Time" (ERA) is now showing at Shanghai Circus World.

    "China has entered a dynamic period of development," said Zhang Yu, president of China Arts and Entertainment Group. "It is at the crossroads between its glorious history and its promising future. We hope by combining the use of multimedia technology with traditional Chinese acrobatic arts, music and props, ERA is redefining the Asian formula of acrobatics and performing arts."

    He noted that's also the major reason they named the production "ERA," suggesting the changing of the times. Besides acrobatics, it also refers to Shanghai's past, present and future.

    Audience response

    Doubts remain on whether such a long-running production would attract enough spectators to make it profitable.

    But the audience reaction on the world premiere of the production on September 28 may prove the naysayers wrong.

    "ERA has totally changed my impression of acrobatic performances," said Xu Xiaobo, a white-collar employee of a foreign-funded company.

    Previously, Xu thought the acrobatic performance would only attract children and foreign visitors who are not familiar with Chinese acrobatics.

    "But when I saw two acrobats one male and one female who were dangling from the roof with silks dancing in the air with a variety of graceful movements, I was mesmerized."

    Xu said she would bring her boyfriend to watch the performance for a second time, as she wants to relive the romantic moments in the production.

    Zhang, the president of China Arts and Entertainment Group, was not surprised about the warm response to the show.

    "That is the exact feedback we have anticipated to obtain," he said, smiling proudly.

    As a highly successful performance agent, Zhang pointed out that the name "ERA" is of high commercial value.

    "Era is very simple and consequently easy to remember," he added. "And after all, it is good for the related merchandise of the show, such as T-shirts, ties, and other souvenirs."

    Zhang emphasized that the commercial value can only be realized on the solid basis of a fine production with high artistic merit.

    "The T-shirts of 'River Dance' are hot on sale and that is because the Irish tap dance production is very beautiful and touching," Zhang said.