The films “sniper”, “shuimen bridge of Changjin Lake” and “miracle · stupid child” have announced price cuts one after another! During the Spring Festival, the ticket prices of new films in some cities were accused of being “ridiculously expensive”, which continued to cause heated discussion.
Part 3! Miracle · stupid child price reduction
On February 9, according to the app information of Lighthouse professional edition, the settlement standard of the film “miracle stupid child” has been adjusted since February 11 (inclusive), and the number 2D: 30 yuan / person / time; IMAX 2D: 40 yuan / person / time; China giant screen 2D, etc.: 35 yuan / person / time.
On February 5, the film “sniper” launched the “first shot” in the price reduction of the new spring festival film. According to the official microblog @ China Film Co.Ltd(600977) report of the flagship column of the film channel, “the film” sniper “announced that the settlement price of all versions will be reduced to 35 yuan for category A and 30 yuan for category B (5 yuan each) from February 7.”
On February 8, the film “shuimen bridge of Changjin Lake”, the box office champion of the Spring Festival, also announced a reduction in the settlement price. According to Red Star News, the film maker of “shuimen bridge of Changjin Lake” decided to adjust the box office settlement standard of the film from 0:00 on February 11. Digital 2D and Chinese giant screen 2D: 30 yuan / person / time; IMAX 2D: 40 yuan / person / time.
Previously, the official microblog of the film Changjin lake also announced that from February 7 to February 20, Bona cinema launched preferential viewing activities, and bona cinema members across the country can buy tickets at the counter or bona film app to watch the water gate bridge of Changjin lake at a preferential price of 33.9 yuan.
high ticket prices “scare off” the audience
According to the data released by cat’s Eye Research Institute on February 7, the total box office of the Spring Festival in 2022 was 6.035 billion yuan, lower than 7.842 billion yuan in 2021, but higher than 5.903 billion yuan in 2019.
Specifically, the average ticket price of the Spring Festival movie in 2022 exceeded the 50 yuan mark for the first time, reaching 52.7 yuan! however, the number of film viewers in the Spring Festival in 2022 hit a new low of in recent four years, only 114 million, a decrease of 46 million compared with 2021
screenshot source: “cat’s Eye Research Institute”
Capital Securities pointed out that the high ticket price caused negative public opinion during the Spring Festival, attracted widespread attention, and had a certain negative impact on the audience’s film viewing enthusiasm.
It is worth noting that some netizens reported that during the Spring Festival, the average price of movie tickets in some cities far exceeded 52.7 yuan, and the most expensive can reach more than 200 yuan!
On the evening of February 9, Zhongxin Jingwei inquired about the real-time movie ticket prices. Taking the movie “shuimen bridge of Changjin Lake” as an example, the ticket prices of cinemas in Beijing are mostly in the range of 35-80 yuan, the ticket prices of 13 cinemas are more than 80 yuan, and the ticket prices of Huayi Brothers Media Corporation(300027) movie exchange DTS hall are up to 298 yuan
screenshot source: cat’s eye
Why do movie tickets become more expensive during the Spring Festival?
Capital Securities believes that due to the shrinking supply of films in the market and the accumulation of head films in the Spring Festival, cinemas and distributors are more dependent on the contribution of the box office of the Spring Festival to the annual revenue . At the same time, the low attendance rate of caused by the epidemic has compressed the profit space of cinemas , and the increase of ticket prices is in line with market expectations, But the audience’s acceptance of the increase has become a problem.
It is not only difficult for the audience to accept, but also some film and television industry practitioners do not recognize the sharp rise in the price of films during the Spring Festival. According to the 21st Century Business Herald, when it comes to the appearance of the 2022 Spring Festival file, some film investment executives said bluntly, “kill the chicken for the egg and fish with all the water.”
Can the price reduction save the audience?
For the price reduction of “sniper” and other films, some netizens recognized that “if the ticket price is reduced, more people will go to see it”, “what a conscience, I will go to see it again”, “I don’t want to see it yet, waiting for the New Year!”
But some netizens didn’t buy it. “Is this the PUA of the Spring Festival file?” “it has little to do with money, mainly because it’s not good-looking.” “it’s better to stay at home during the epidemic.”.
At the same time, some netizens called for “other films to reduce the price”, “roll up the major films” and “can the price difference be refunded if you have seen them”.
Is it not too cool to join the Chinese New Year’s movie “the world’s four heroes” and “the world’s four heroes”?
Jiang Han, a senior researcher at Pangu think tank, said in an interview with Zhongxin Jingwei, “it’s impossible to be sure whether other films will follow the price reduction, but I think it’s more likely to reduce the price.”
Jiang Han pointed out that as far as the Spring Festival is concerned, the most critical golden period has passed. Previously, the high ticket price has aroused widespread dissatisfaction. The price reduction is of great help to boost the viewing desire of consumers, especially some viewers who are “price sensitive but time insensitive”, and then can boost the film box office.
