Spring Festival in Wenzhou Pingyang County to see a movie money in Hangzhou enough to see two films

Spring Festival in Wenzhou Pingyang County to see a movie money in Hangzhou enough to see two films

Liang, chief correspondent for Urban Express

Why are there regional differences in the fares of the Spring Festival films?

The first day of the first month, in Wenzhou New Year's day Xiao Yang habitually pulled out the mobile phone after lunch, want to see near the Wanda Studios still have a good location, the result was 100 yuan a piece of movie tickets to dismiss the idea. He checked down the movie tickets in Hangzhou, also Wanda Studios, the same movie, the fare is only 49.5 yuan.

So, the whole spring festival holiday Xiao Yang did not go to the cinema to see a film.Yesterday back to Hangzhou to work on the first day, he learned a new word on the Internet: "Movie ticket Freedom", refers to the movie fare surge in the case can also casually buy movie tickets free, the source is this year's Spring festival.

In the past week, most cinemas in the country have seen a marked increase in movie tickets, especially in the 345-tier city of cinemas, usually a single thirty or forty Yuan of movie tickets, during the Spring Festival to sell seventy or eighty yuan, or even higher.

Spring Festival movie ticket collective price increase

Xiao Yang is located in Pingyang County, Wenzhou, there are currently nearly 10 cinemas, but on the scale and brand of only two, one is Wanda Studios, one is the Earth cinema. Among them, Wanda Studios, which opened in 2014, is the most popular because it has the only IMAX huge curtain within a 60-kilometer radius, which solves the problem of local and surrounding residents needing to drive to downtown Wenzhou to see IMAX movies.

From the cat's eye data, the usual average fare here and other cinemas are not different, before the spring Festival to maintain around 37-38 yuan. But on New Year's Eve, the average fare jumped to 46.3 yuan, the first and second of the first month rose to 80.3 yuan and 83.7 yuan-even if put into the country, these two prices can be ranked in a very forward position.

However, in Xiao Yang's impression, the recent years of the Spring Festival stalls, this film city fares have been very high, "did not pay attention before, see 100 yuan a piece is really a bit surprised." His friend told him that during the new Year, the land theater usually 35 yuan a movie ticket also rose to 70 yuan.

"Indeed, the fares for the spring festival stalls have been higher over the years. The head of the Wenzhou Pingyang Wanda Studios said that compared with the general rise in cinema fares nationwide this year, the fares of Pingyang Wanda were the same as in previous years. "This price is based on the attendance of studios and the spending power of spectators during the spring festival, without affecting attendance during the Spring Festival. ”

However, most people are not as accustomed to the high fares during the Spring Festival as the Pingyang people. In Shaoxing Keqiao New Year's "flying fly" after watching the movie ran to the circle of friends "complain", a local movie ticket is 2.7 times times the usual Hangzhou, and his friends in Hangzhou also found that the frequent Wanda during the Spring Festival to increase the price of movie tickets, the average fare from 39 yuan to 45 yuan, the increase of about 15%. Throughout the holiday, many netizens are spitting their hometown of the frequent hundred Yuan high fares.

According to TUOPU data, the average film fares for the 1234-tier cities rose significantly year-on-year in the spring of the following month (see table below).

Everyone's too bullish on the Spring festival.

Spring Festival holiday Xiao Yang gave up to go to the cinema to see a movie, but many friends around him or will see the film as the mainstream entertainment activities during the Spring Festival, "Small County entertainment form itself is scarce, young people do not play cards, watching movies can pass the most time."

In the choice of cinemas, such as Wanda, The Times, the Earth and other cinemas that were previously laid out in large cities have become the first choice for these returning young people. In Xiao Yang's words, "there is a feeling of watching movies in a big city, parking, eating are very convenient." "This has exacerbated the shortage of some cinemas during the Spring Festival," he added.

"Spring Festival movie ticket price increase is actually the Convention, but before the increase is not so big, the surface is not so wide." Wang Sheng, who runs a cinema in Zhejiang province, has revealed that for most cinemas, the Spring Festival stalls play a pivotal role in year-round box office revenue, "especially with some sinking yard lines, usually because the outside

There are more people out of work, no business, all rely on the spring festival stalls to make money. "

The claim has also been endorsed by industry insiders. Hongyu (pseudonym) works in a hospital line in Hangzhou, mainly responsible for the external expansion of cinemas. He revealed that some Township studios in the Spring Festival one months can have about 1 million box office revenue, usually want to reach this number will take at least 3 months, "Spring Festival stalls are undoubtedly the most important, the price increase is to share the costs."

And the collective hyperactivity of all cinemas this year has nothing to do with last year's Spring festival stalls. 2018 Spring Festival stalls with 6 days to roll 5.6 billion box office, an increase of more than 60%. This super-expected results have refreshing all sides in the film industry chain and set the stage for this year's collective price hikes.

Hongyu pointed out that if the price alone in terms of fares, the first increase in prices this year is the film issuer, "according to their rules, the lowest price in 35 yuan, more than the usual more than 5 yuan." "Immediately following the issuer, the yard line also raised the price of movie tickets. Like Hongyu's courtyard line, with more than 30 cinemas, all of which have raised fares this year, and some three or four-tier cities with little competitive pressure, the biggest price increases.

I'm afraid the cheap movie tickets are gone.

Issuers, yard lines and cinemas are rising prices, but the "ticket replenishment" put on the film is shrinking. "At this time last year, ticket filling almost ran through the entire period, meaning that cheap movie tickets could be bought during the Spring Festival," he added. This year, the ticket repair is concentrated in the pre-sale stage, the late period is not very much. "Wang Sheng said. According to his calculations, this year's Spring Festival ticket supplement on the film ticket impact on 15 yuan/Zhang.

In fact, the shrinkage of tickets has been the norm in the film market for the two years. The film uses pre-sale low fares to attract viewers to buy tickets in advance, rushing the pre-sale limit to pull up the line, until the film is officially released will reduce the investment, because the late row and word of mouth is more relevant, the role of fares is waning.

In the two years, Hongyu repeatedly and cinema operators stressed that the era of crazy ticket repair is nearing the end, the price of movie tickets will slowly return to reason, "will not have a full world of 9.9 yuan and 19.9 yuan of movies can be seen, which continues to attract the audience into the cinema is a test." ”

This year's collective price increase of the spring festival stalls may provide a very good model. From the box office, 5.84 billion of the data has been more than last year, but the year-on-year growth of only 1.2%, the number of views compared with last year has declined, far from the film and the yuan side of the expectations, which is related to the sharp increase in movie tickets.

What can not be ignored is that behind the many factors that contribute to the price increase of film tickets, the operating pressure of cinemas is an important one. From the feeling of Hongyu, now whether it is one or two lines, or 345-tier cities, cinema competition is very fierce, a single cinema to make money more and more difficult, "in the previous year can rely on personal investment to open one or two cinemas, these two years with Wanda, the land channel sinking, the opportunity has been very small." ”

Also take Pingyang as an example, around 2012, the locals spent a Aojiang shadow city, to fill the gap between the local people watching the hospital line film, 1 years down 4 Hall box office revenue of nearly 6 million yuan, and last year this shadow City box office but 1.38 million, can barely guarantee a balance of payments.

The number of screens in the country topped 60000 for the first time last year, almost 15 times times as many as 10 years ago, figures show. The sharp increase in the number of screens has also led to a drop in the output of a single screen, a figure of just 940,000 yuan last year, down 8.77% from a year earlier. The number of visitors to Wanda Studios in 2015 was 46, and it has fallen to 21 last year, and it is a long-standing fact that cinema attendance is getting worse in a single field.

And throughout 2018, there were more than 300 cinemas in the country that confirmed their collapse or closed down. In this context, the collective price hikes in cinemas seem more like a collective self-help.