To achieve this, Modern Drama Valley will introduce the drama-themed buses, which will parade around the district during the festival this year.

"You can hop on the bus to learn about the shows, buy tickets and other merchandise, get makeup done by a professional theater makeup artist, or encounter a guest speaker, writer or performer," says Chen.

The festival will also host an amateur drama competition that allows family members, neighbors, colleagues and friends to team up and perform a theatrical episode.

The final round will take place at the Jing'an District Cultural Center on May 7.

This year, Jing'an district authorities have pledged to subsidize 30 percent of the ticket price, meaning audiences will pay no more than 600 yuan ($87) for a ticket.