The National Theatre of Scotland will perform Dunsinane in China next year.

"We have our main business in real estate, so we don't judge the performance of our cultural programs by the ticket income alone," Xiao told China Daily.

For example, the new theater in Wuhan will be part of the new Wanda City compound, which integrates lifestyle, shopping, star-rated hotels, a park and entertainment facilities.

"Cultural and arts programs will help raise the value of the property," Xiao says.

Songcheng Tourism Development Co. Ltd based in Hangzhou, Zhejiang province, is expanding its tourism business to theater too, planning to open seven new theaters by next spring, when the China Performing Arts Valley is launched at Songcheng. By next October a theater festival will be held there. Songcheng has provided the first-phase funding of 30 million yuan in support of new theater.

"We are China's one and only listed performing arts company," says Tang Xiaohui, general manager of China Performing Arts Valley with Hangzhou Songcheng Tourism Development Co. Ltd. "We feel responsible and believe it's profitable to invest in theater－especially since Songcheng already has a successful large-scale live show targeting a tourist audience."

More theater shows will attract tourists to stay overnight in the area, and that will bring profit to the tourism business, he says.

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