This article from the micro-channel public number: poison eye, author: Jiang Yuqi, from the cover: Oriental IC

“A ticket for “Frozen 2″ actually sold 80, and looked down!”

Today, the much-anticipated Disney sequel, “Frozen 2” officially landed on the mainland cinema. According to the data provided by Tuopu think tank, the national average fare of “Frozen 2” on the day of the premiere exceeded 37 yuan, and the number of tickets was announced in the next few days, and the average fare was higher than 50 yuan. The drug lord flipped through the ticket-purchasing software and found that the popularity of many theaters in Beijing, “Flying 2” fares are more than 80 yuan.

In fact, it’s not just “Frozen 2”, starting from this year’s Spring Festival, to the “Avengers 4” sky-high ticket event, and then to the National Day during the audience’s discussion of fares, “the movie ticket is coming The more expensive it has become a topic that has received wide attention.

Do not spit on movie fares on Weibo

The statistics of Tuopu think tank show that as of November 22, the average fare for the whole year of 2019 has reached 37.19 yuan, which is the highest value since the relevant statistics in 2012, which is higher than last year. 2 yuan. Considering that many newly opened cinemas in the third- and fourth-tier regions will implement low fares to attract customers, this year’s total number of games in the country is also nearly 15% higher than that of the same period of last year. Therefore, in the first-tier cities such as Beijing, Guangzhou and Shenzhen.The increase in fares may be much higher than the average of $2.

The average fare is getting higher and higher. The reasons behind this are many: in recent years, due to policy adjustments, the filming strategy and the ticketing platform, the direct ticketing has become less and less; As theater rents rise and competition becomes more and more fierce, the pressure on the survival of cinemas has increased sharply, and the growth of fares is naturally reasonable. At special time nodes such as the Spring Festival stalls, some theaters have irrational price increases… /p>

On the surface, there are many helplessness behind the fare growth, which also reflects some fluctuations encountered in the development of China’s film and television industry; but from other angles, the fare rise is actually released. Some relatively positive signals – in addition to feeling sad days, how to grasp the changes in the audience’s consumption habits behind these signals may be the key to solving the problem.

Among the many reasons for price increases, the drug lord noticed a very important fact: Special hall box office, promotion of the film.

As of November 22, the total box office of the national IMAX theater in 2019 has reached 2.37 billion, 200 million higher than last year, a record high; the IMAX session reached 1.079 million in the same period, compared with last year. In the same year, there were 24,000 more games, a record high. In the same period, the number of IMAX people in the movie reached 36.99 million, accounting for 0.23% of the total number of people watching the whole year, which was higher than 0.22% in the same period of last year.

In addition to IMAX, the viewing data of special theaters such as China Giant Screen, Dolby Cinema, and 4D Cinema have set a number of historical records this year. Coupled with some of the emerging venture capital companies, they have a high-end studio with a self-developed projection system (not counted separately by data platforms such as Top Think Tank) Span>, so the box office ratio of this year’s special hall is by no means a negligible number.

Although the total number of studios is relatively small, the fare for special theaters is 2-3 times that of ordinary rooms, and theaters tend to be in such studios during the hot season. Ranking of popular films – almost all IMAX halls and Chinese giant screens in the May 1st are all in the “Avengers League 4”. Therefore, in the case that the ticket prices in the theaters are generally higher, the number of people in special theaters will increase. Will add a fire to the fare.

“Avengers 4” is released in the five-day block, accounting for 80%

It is worth noting that the fare increase brought by the terminal screening environment and equipment may continue.

At the end of last year, there were 639 IMAX projection systems in Greater China, and Patrick, the global CFO of IMAX, mentioned in an interview with the drug lord that the maximum capacity of IMAX theaters in the mainland can reach 1,200, and many theaters in first- and second-tier cities. Still actively upgrading the IMAX laser system; when the “Billie Lynn’s Midfield War” was released in 2016, only two theaters in the country could support 4K/120 frames, but this year can meet the high frame rate requirements of “Gemini Killer”. There are more than 50 CINITY cinemas, and this number will continue to climb in the future.

It is foreseeable that with the continuous expansion and sinking of various high-end cinemas, as well as the upgrading of the original projection equipment and the gradual elimination of the old cinemas, a movie ticket is 50 yuan, or even 80 yuan + The situation is destined to become more and more common. This price increase seems to be difficult to “reverse” compared to the short-term price increase caused by special films or cinema irrational behavior.

More than one veteran practitioner has told drug lords that in addition to malicious price increases, fare increases are a benign phenomenon for industry development. In the past ten years, China’s urban per capita disposable income has doubled, but the fare has not been much floating, and even because of some vicious competition, it is too low, whether it is for the continuous development of upstream and downstream or the improvement of anti-risk ability. It is not a good thing. Therefore, many people believe that with the industrial upgrading and rising costs, the rise of some theater fares is more like “the fare returns to normal.”

But the fare is rising, and in the short term, it will inevitably bring some fluctuations to the film industry: The Lighthouse Professional Edition data shows that this year’s New Year’s Day, Spring Festival and Qingming files are all down. However, the number of people per capita and the number of votes purchased per capita have risen to varying degrees, which means that there is no big change in the audience with fixed viewing habits, but the incremental population of those movie markets may be converted into box office at any time. The number of “passers” who are more contributors to prices are significantly less.

Sky Tickets for some of the Avengers 4 theaters

“Is there any problem with the theater service fee? I think it is okay, you can increase it.” A senior film-invester told the drug lord. “The question is, is there a lot of theater services now? 90% of the customers pick up tickets.” Going to the machine, you don’t need a theater to choose and guide. The film screening is not a film era. It is controlled by TMS. The so-called projection staff can train for a few days. The special service and service of the theater are reflected in the film. “In fact, just in the Spring Festival this year, many theaters have also selected eggs and tails to increase the irregularity of the platters, aisles and other seats.

In the eyes of the veteran film-sellers, some theaters complained that the pressure was high, and it was unreasonable to “see the sky for dinner.” For this reason, in the absence of the support of the explosive films such as “Wandering Earth” and “Avengers 4”, the service problem and the experience of watching movies are the issues that must be considered when the theater is out of business difficulties. Otherwise, it’s just a rise in fares, and it’s no doubt that it’s fishing.

In summary, in the view of drug lords, the rise in fares is only a representation, and there are the following points worthy of attention and consideration:

1. Compared with the increase in disposable income of urban residents, the average fare growth rate is not too fast. On the contrary, the reasonable increase of fares is necessary for the benign development of the industry. After all, the price and film production costs are all Upgrade;

2. The construction of high-end cinemas and the continuous upgrading of projection equipment will lead to an increase in the proportion of high-priced tickets. The average fare will continue to rise in the next few years, but it will be affected by changes in consumer spending habits. Enhancing the irreplaceability of cinemas is the trend of the times;

3. In the case that the rise in fares is irreversible and necessary, it is necessary to maintain the audience, avoid the loss of the audience, and even create new growth drivers, which requires a common upgrade of the industry upstream and downstream – The upstream needs to use the industrial reform to drive the stability of content output, while the downstream needs to improve the quality of service, so that the audience believes that high prices are worth the money.


public channel number from the micro herein: Toxicity eye, of: Jiangyu Qi