This year's Spring Festival film market is unusual. The audience may be most touched by the fact that the ticket price on the first day of the Lunar New Year has been reduced. In the past few years, every Spring Festival, the movie ticket price of hundreds of yuan at every turn has made the audience miserable, but this year it has changed its painting style, and the tickets have been made up, except for the ** seating area drawn by the theater, the audience can buy tickets for the first day of the Lunar New Year for 19 yuan 9. There are even people who have grabbed coupons with greater full discounts on different platforms, only spending 4 yuan for 9 ......It really makes people feel like they are in a different world. The reason is very simple, theaters are not allowed to charge scheduling fees this year, and the filmmakers have converted this part of the budget into ticket compensation, the purpose of course is to attract more audiences into the cinema and ensure the scheduling of their films on the first day of release. A total of eight movies have been scheduled for the Spring Festival this year, two of which did not participate in the ticket supplement, and one is "Bear Infested: Reversing Time and Space", because it has a hard waist and is not needed. The other is "Huang Pi: The God of Wealth Cat from the Sky", which may be limited in publicity costs. The ticket supplement is to compete for the film, in fact, before the pre-sale opened, the major distributors and theaters had already played a game. Judging from the information revealed by some theater managers, this time there were originally five films that had to be released separately, namely "Flying Life 2", "Let's Shake the Sun Together", "Bear Infested: Reversing Time and Space", "Article 20" and "Hot and Hot", they take the method of segmented keys to ask the theater for the film schedule two days before the release, and if the theater does not sign up or does not meet the film scheduling requirements, the film party will not provide the follow-up key. If you can't get the key, the theater will naturally not be able to put them. The key is that there are a total of eight movies in the Spring Festival file, and these five will directly go through 88% of the film schedule, which is equivalent to leaving only a 12% gap for the remaining three films. Just when several movies were in full swing, late at night on January 29, "Mr. Red Carpet" posted a poster on official Weibo, which read: "Let the audience choose for themselves? ok!"The spearhead is pointed at the act of forcing the film to be scheduled.
This sentence seems to be a prelude. The next day, the China Film Producers Association, the China Film Distribution and Projection Association and representatives of the eight investors and producers of Spring Festival films held a symposium and reached a consensus:No unit or organization may use its dominant market position to interfere in market business activities, including film scheduling, and make restrictive arrangements for the legitimate business activities of various market entities
As a result, the distribution of this year's Spring Festival stalls will not be promoted for the time being. Just two months ago, the pre-sale of "Twinkle Twinkle Twinkle Star" was hot, and the movies that were intended to be released separately in the same schedule could not be scheduled with the theater, so they died down. At that time, the film and television monologue also specially published articles, and felt that there was no soil for survival in the current sub-line distribution period. I didn't expect this scene to be played out again now. In the final analysis, the film company and the theater chain have never negotiated a plan that is mutually acceptable.
Take this time as an example, the filmmaker only had to schedule the film, and even invented a "first-class distribution strategy". As for the theater, I was angry when I didn't have a scheduling fee, and I had to be forced to accept the filmmaker's scheduling guidance, which made me even more annoyed. The theater side didn't see the finished film, but it was forced to bet, of course, it was unpleasant.
The latest pre-rehearsal film on the first day of the Lunar New Year, "Flying Life 2" accounts for 27%, and "Hot and Hot" accounts for 271 per cent, and Article 20 accounted for 195%, "Mr. Red Carpet" is only 81%。I don't know if there will be any changes.
The Spring Festival schedule war will not stop, and the scheduling fee is also about to move, and the number of low-priced tickets is already limited. The distribution of Chinese films based on consultation and dialogue has a long way to go.