The reporter found that this year's Spring Festival stalls,The audience's long-awaited "ticket supplement" is quietly coming. And that's not all,The National Film Administration, together with 11 financial institutions, released preferential viewing measures for Spring Festival stalls; Beijing, Shanghai and other places have released various forms of movie viewing activities that benefit the people and make profits.
From February 10th to 17th, a total of 8 days of Spring Festival stalls, the pre-sale performance is outstanding, the films have their own characteristics, and the movie ticket prices are cheaper. Industry insiders expect that the Spring Festival stalls in 2024 are expected to continue the warming trend.
"Ticket supplement" is back!
19.You can watch Spring Festival movies for 9 yuan! Recently, a number of users said this on social **.
The reporter checked and found,At the time of fierce competition during the Spring Festival, many film producers have launched "ticket compensation".
"Ticket subsidy", that is, movie ticket subsidy. Through e-commerce platforms or film producers to subsidize ticket prices, the audience only needs to spend a small amount of money to see the blockbuster, forming a "subsidy" behavior for the audience.
The emergence of large-scale "ticket compensation" can be traced back to the release of "Transformers 4" in 2014. At that time, in order to increase market share, a number of Internet ticketing platforms, including Maoyan and Guevara, provided low-cost movie tickets through online "ticket compensation" to stimulate consumers' **APP and register members. The cumulative box office of "Transformers 4" is close to 2 billion yuan.
Subsequently, in the 2014 National Day file, the movie "Heart Flower Road" was first created on the Maoyan platformThe 9 yuan ultra-low price movie mode is generally considered to be the origin of "ticket compensation". Under the large-scale "ticket compensation" mode, the film has achieved many reversals, with a cumulative box office of more than 1.1 billion yuan.
In the 2018 Spring Festival, major filmmakers joined forces to restrict "ticket compensation". According to the data of Lighthouse Professional Edition, the average ticket price of the Spring Festival stalls that year was 3972 yuan, compared to 37 in 201784 yuan. Subsequently, the ticket price of the Spring Festival stalls continued to rise, and the average ticket price of the Spring Festival stalls in 2022 was 5277 yuan. Although the box office of the schedule is 603.9 billion yuan, but a large number of viewers shouted "I'm about to look down on movies".
Recently, the Spring Festival films "Hot and Hot", "Flying Life 2", "Mr. Red Carpet", "Let's Shake the Sun Together", "Article 20" and other filmmakers have successively released the "ticket compensation" strategy. The current "ticket supplement" is mainly for movie tickets of 50 yuan and below (including service fee) on February 10 (the first day of the Lunar New Year).
Industry insiders said that "ticket compensation" is the filmmaker's low-price publicity strategy. 19.The 9 yuan ticket to make up for "re-entering the rivers and lakes" is a good thing for the audience, and the audience is more affordable to watch the movie. "Only when more audiences enter the cinema can the film market continue to be revitalized. ”A theater manager told reporters.
The National Film Board took action
Not only did the film company subsidize it, but the National Film Administration also took action!
On February 6, the National Film Administration and the Digital Currency Research Institute of the People's Bank of China guided the launch of the "Watching Movies for the New Year - 2024 Spring Festival Digital RMB Movie Consumption Discount Activity".
11 financial institutions released preferential viewing measures for the Spring Festival on the spotMore than 30 million yuan will be invested in digital yuan movie viewing consumption subsidies during the Spring FestivalThrough full reduction, coupons, digital red envelopes, etc., it brings tangible discounts to the audience's movie consumption such as ticket purchases.
Beijing: 20 million yuan of New Year movie viewing subsidies will be issued
Beijing will issue a subsidy of 20 million yuan to watch movies and hold the "Watching Movies for the New Year - Beijing New Year Movie Watching and Benefiting the People". The event is expected to cover more than 250 operating theaters in the city, benefiting nearly 2.2 million people. Audiences can participate in various forms of movie viewing activities such as limited-time special offers and ticket discounts through Taopiao Ticket APP and Maoyan APP.
The event was guided by the Propaganda Department of the Beijing Municipal Committee of the Communist Party of China and hosted by the Beijing Municipal Film Bureau.
The limited-time special offer means that the public can enjoy a 30 yuan discount when purchasing a movie before 9:30 in Beijing cinemas. Ticket purchase discount refers to all films covering all theaters in Beijing during the Spring Festival, and you have the opportunity to participate in the all-day discount of 10 yuan.
At the same time, various ticketing platforms and major cinema chains will launch various forms of measures to benefit the people and make movies profitable, such as the film culture benefiting the people of the capital in the New Year of the Dragon launched by Poly Films, and the "New Year of the Dragon" ** activity launched by Bona Films.
Shanghai: Launched a 30 million yuan New Year movie viewing package
Happy to watch movies, and celebrate the New Year" 2024 Shanghai Spring Festival preferential movie viewing activity is about to kick offThe audience will be accurately subsidized with a 30 yuan discount per movie ticket, and a New Year movie gift package totaling 30 million yuan will be presented to the general public.
The event will be officially launched on February 9 (Chinese New Year's Eve), and from February 25 (the sixteenth day of the first month), audiences can log in to Taobao tickets, "SFC Shangying", "Wanda Movies" and "Xingyi Cinemas" four major activity platforms (including APP or Alipay mini program of the same name, WeChat mini program, H5 channel page and other channels) to purchase any movie tickets in Shanghai cinemas, and enjoy a discount of 30 yuan per ticket, which is simple, direct and practical. According to the average ticket price of about 70 yuan for the Spring Festival stalls in Shanghai last year, during the event, citizens can enjoy the light and shadow "feast" at about 40 yuan.
This event adheres to the principle of "first-class subsidies, enterprise support, and theater concessions", and is jointly funded by ** and enterprises, and carries out capital matching cooperation on a 1:1 basis, with a total investment of 30 million yuan. The event covers 320 theaters in Shanghai and is expected to benefit up to 1 million people.
Sichuan: 3 "Movie Gift Packages".
On the morning of February 2, the launching ceremony of the Sichuan Huimin Movie Viewing Season was held.
During the event, 3 "Movie Gift Packs" will be launched. The first gift package is the "Ten Million Gift Package for the Public", from that day to March 31, led by the Propaganda Department of the Sichuan Provincial Party CommitteeThe provincial government invested 6 million yuan to provide preferential subsidies for audiences to purchase movie tickets.
In the meantime, weekly.
5. On Saturdays, 10,000 movie consumption coupons will be released regularly, including 40 yuan off for 60 yuan and 15 yuan for 30 yuan. During the Spring Festival, 100,000 consumption vouchers and 20,000 free tickets will also be issued. At the same time, Chengdu, Mianyang, Deyang, Liangshan and other places will also issue a total of more than 4 million yuan of film consumption vouchers.
The second gift package is "Million** to promote consumption". It is jointly implemented by 200 cinemas under the Pacific Ocean, Wanda, C**, Paragon and other theaters in the form of profit concessions. During the Spring Festival, the lowest ticket price is 99 yuan, annual card discounts, **free movie viewing and other ** activities, the profit margin is expected to exceed one million yuan.
The third gift package is the "Ten Million Public Welfare Walk". During the Spring Festival, 10% of the square communities, 100 central towns, and 1,000 administrative villages in Sichuan ProvinceMore than 10,000 high-quality public welfare films will be screened, and the films will be delivered to the "doorstep" of urban and rural people.
Hunan: Issue 25660,000 movie vouchers
Hunan's 2024 film consumption promotion campaign will last from January 15 to April 15. This consumption activity mainly provides preferential subsidies to audiences in the province to purchase movie tickets through the method of "first-class investment, platform allocation, and theater concessions".
During the campaign period, weekly.
5. Movie consumption coupons will be issued at 10 a.m. every day on Saturdays and during the Spring Festival holiday: 15 yuan will be reduced for 30 yuan, and 9,000 will be issued every day; 30 yuan will be reduced for 50 yuan, and 3,800 tickets will be issued every day; During the event, it is expected that 25 film consumption vouchers will be issued660,000 sheets.
The event covered all counties and cities in 14 cities and prefectures in Hunan Province, and more than 500 movie theaters in the province participated in this film consumption promotion activity, including Wanda Cinemas, Hengdian Film and Television, C** Cinemas, Jinyi Cinemas, China Film International Cinemas, Bona International Cinemas, Xiaoxiang International Cinemas, MC Cinemas, Mango International Cinemas, Qianjin Cinemas, Poly Films, etc.
Industry insiders: The box office of this year's Spring Festival stalls is expected to surpass last year
In 2024, a total of 8 films will be released during the Spring Festival, covering romance, comedy, animation and other films, mainly comedy. Zhu Yuqing, founder of Juyinghui, said that this year's Spring Festival films are evenly matched and have their own characteristics.
Cat's Eye Pro.
Up to now, "Flying Life 2", "Hot and Hot" and "Article 20" are among the top three at the box office. "Flying Life 2" is jointly produced by Bona Films, China Film, Hengdian Film and Television, Shanghai Film, etc.; "Hot and Hot" is jointly produced by Xinli Media, China Film, China Literature Film and Television, etc.; The producers of "Article 20" include Guangguang Pictures, China Film, Hengdian Film and Television, etc.
The pre-sale trend of "Bear Infested: Reversing Time and Space" also surpassed the performance of the series in the same period, and it is expected to become a dark horse in the schedule. According to this trend, this film may become the first film in the series to break through the box office of 2 billion yuan. ”A film observer told reporters.
The "Bear Infested" series is a landmark IP movie of Huaqiang Fantawild Film, and the producers of this film include Hengdian Film and Television, China Film, Wanda Film, etc., in addition to Huaqiang Fantawild Film.
Debang**Ma Xiao's team believes that in combination with Maoyan third-party *** 2024 Spring Festival stalls, there are expected to be two box office blockbusters of more than 2 billion yuan, namely "Hot and Hot" and "Article 20"; 2 blockbusters of more than 1 billion yuan "Flying Life 2" and "Bear Infested: Reversing Time and Space". A review of the past Spring Festival stalls shows that the head films have laid the box office trend. The top 3 films at the box office during the period usually contribute more than 75% of the box office, and the concentration is relatively high. Therefore, the performance of the head movie basically determines the direction of the schedule.
Chen Jin, a data analyst at Lighthouse Professional, said**The total box office of the Spring Festival stalls in 2024 is between 7 billion yuan and 7.5 billion yuan, exceeding the total box office of the Spring Festival stalls in 2023.
* Shanghai ** Daily.
Editor: Shi Zhanpu, Editor-in-charge: Ning Kejian, Reviewer: Sun Shijian.
Producer: Yu Xue
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