As of noon on February 9, the pre-sale box office on the first day of the Lunar New Year on February 10 exceeded 4300 million mark, according to this rhythm, the total box office on the first day of the Lunar New Year is expected to exceed 1 billion, which is a good start for this Spring Festival.
But although the box office is high, the number of people is not very high, the number of tickets counted by the platform is 8.55 million, calculated according to 10,000 theaters, the average number of viewers is 855 audiences, and the number of moviegoers and attendance are not very ideal.
The result is not due to the quality of the film itself, eight movies will be released during the Spring Festival this year, and there will always be one that will satisfy the audience's appetite, at present, "Flying Life 2", "Mr. Red Carpet" and "Let's Shake the Sun Together" have all been watched in advance, and the reputation is very good. The problem is in the ticket price.
Eight movies are put together, and the average ticket price counted by the platform is as high as 503 yuan, the average ticket price of several live-action movies is not much different, at 504 yuan-50In the 6 yuan range, the average ticket price of the three animated films "Bear Infested: Reversing Time and Space" is the lowest, 489 yuan, and the average ticket price of "Eight Rings: The Nether of the Canopy" is the highest, reaching 55$2.
To emphasize, the average ticket price is the macro ticket sales for going to the movies, in fact, in the first-tier cities, slightly better theaters, the ticket price is much higher.
Taking the C** Cinema in Futian District, Shenzhen as an example, if you want to watch "Flying Life 2" on the first day of the Lunar New Year, the ticket price of more than 100 small halls is as high as 82 yuan, and the slightly better theater will add 10 yuan to 92 yuan, and if it is a 4D hall, it will rise to 112 yuan.
After looking at it, the ticket price of C** Cinema's "Hot and Hot" and "Article 20" is the same as "Flying Life 2", "Let's Shake the Sun Together" is relatively cheaper, and the ordinary cinema hall costs fifty or sixty yuan, and the slightly better cinema hall costs nearly 100 yuan.
Such a result, on the one hand, blames the filmmakers and the theater for being too ugly. Every year, the Spring Festival stalls have the largest plate, and as long as the movie is scheduled, it will not be sold, and the audience will pay for the low and high ticket prices. Looking at the release notices of several films, in addition to the slightly conscientious point of animated films, the settlement price of several live-action movies is 40 yuan for class A composed of first- and second-tier cities, 35 yuan for class B in small cities, and the settlement price of special effects halls such as Dolby Cinema and Chinese giant screen is as high as 45 yuan.
To briefly explain, the settlement price is not the ticket price that the theater sells to the audience, but restricts the theater from selling tickets below the settlement price, so as to protect the filmmaker's profits. According to the calculation of the account sharing ratio of 43% of the filmmakers and 57% of the theaters of several films, the tickets are sold according to the settlement price of 40 yuan, so before deducting taxes and other expenses, the film can get 17$2.
Normally speaking, due to the higher proportion of account sharing obtained by the theater, in the case of the ticket supplement slowly disappearing, if the settlement price is low, the theater will have a lot of room to reduce the ticket sales** and give profits to the audience, but due to the high settlement price of the Spring Festival stalls, the ticket sales of the theater** are also rising, judging from the statistics of professional platforms, the average ticket price of several live-action movies is more than 50 yuan. So a family of three, watching a movie and buying a bucket of popcorn and Coke is equivalent to spending almost 200 yuan in 2 hours in the theater, and there should be many viewers who feel that it is not cost-effective.
On the other hand, the issuer is to blame for the fact that the ticket compensation is too small. This year's Spring Festival file will also put a little ticket supplement, such as "Let's Shake the Sun Together", if you buy tickets in advance, you can still buy 199 yuan discount ticket, but the amount of ticket compensation is too small, and it was quickly consumed, the purpose of this part of the ticket supplement is not actually to benefit the audience, but to increase the speed of ticket sales in the early stage, and encourage theaters to schedule more films.
After all, the economy is downturning, consumption is downgraded, and the number of high-ticket moviegoers is small and the number of low-ticket moviegoers is large, and the return to the theater and the filmmaker is actually about the same, but the former will turn away some audiences who are interested in watching movies, or originally planned to watch a few more, and finally only chose one or two films that they wanted to watch the most.
It is true that films have commodity attributes, and filmmakers and theaters need to make profits, but movies are also cultural products, which need to be appreciated by more people in order to reflect the cultural value of the work itself.
Dragon and Tiger Leap Spring Festival stalls