Recently, everyone is saying that
smart TVs are not friendly to the elderly.
(details →)
is not friendly to the elderly, but
is not just a smart TV?
82-year-old Mr. Lu,
can't even enter the screening room of a movie theater because he doesn't have a smartphone.
82-year-old Mr. Lu said that a few days ago, he came to Star Times Cinema in Fuclub Plaza, Pujian Road, Pudong New District, and wanted to watch "Man Jianghong". But after searching for a long time, there is no "ticket office". The staff of
told him that there is no way to buy tickets offline, only online. However, Uncle Lu is using an "elderly phone" and cannot access the Internet at all. The staff reminded him again that he could ask the younger generation to "purchase for him". Regarding this suggestion, old man Lu said bluntly: firstly, both his son and daughter have settled abroad; secondly, even if he finds someone to buy tickets online, he cannot transmit the ticket purchase information through his "elderly machine" that cannot access the Internet.
In desperation, old man Lu could only "look at the shadow and sigh".
went to several movie theaters, but still didn't see "Man Jianghong", the old man Lu felt very disappointed. He said that he has been a "movie fan" since he was a child. For more than 60 years, he has always liked watching movies. Now he didn't expect to even enter the theater. It's all so difficult. Moreover, the price difference between online and offline is really big, which makes him a little "reluctant". "For us elderly people, the psychological gap is actually quite big." Uncle Lu feels that what the theater provides is not exactly a movie, There should also be personalized services.
How difficult it is for the elderly to watch movies,
reporters went to several theaters
to conduct on-the-spot investigations.
⬇⬇⬇
The threshold is one
There is no on-site ticket sales in the theater
The reporter walked into , the movie theater of the era of stars that Uncle Lu said, and searched inside and out. There is indeed no "ticket office" in . There are several self-service ticket collection machines, and tickets must be collected by scanning the code. The staff of the
theater said that the theater does not have offline ticket purchase service. At the same time, it is recommended that the reporter buy tickets online, "it is convenient and cheap!" When the reporter further asked "how should the elderly who are not very good at using smartphones buy tickets", the other party answered vaguely, and they had to find someone to "operate on their behalf." ", they also "can't help".
The reporter came to Xujiahui sfc Shangying Cinema (Ganghui Hang Lung Plaza Yonghua Store) . Stepping into the theater hall, looking up, the movie promotional film is scrolling on the two digital screens. There was no one at the front desk, and there were 3 self-service ticketing machines on the table, with "viewing information" written on a page of printing paper, guiding consumers to scan the code to "book tickets online".
stepped into the studio, and the reporter finally found two staff members at the counter where the bouquets of roses and popcorn were purchased. Two small display panels were placed on the edge of the table, with information on the schedule of the day. However, due to the small size of the screen and font, it is easy to be overlooked.
Threshold 2
Arrangement information is less or less
Afterwards, the reporter went to Lanxin·Yuecube Cinema at No. 400 Zhangyang Road, Pudong New Area. Looking up, the display screen turned out to be a "black screen", and there was no schedule information for the day. Many elderly people went into the theater to ask the staff about the schedule information, but they were told without exception that they could check it on their mobile phones, and they "invited" the stumped aunts and uncles out of the theater at once.
Threshold three
The price difference between online and offline is too large
In addition, the price difference between online and offline movie tickets is too large, which also makes people feel "incomprehensible".
A blogger previously posted that he met an old man in a movie theater and took his grandson to watch a movie. The price of a movie ticket for "The Wandering Earth 2" was 300 yuan. The blogger said that the price of the movie ticket for the same show he bought online that day was 45 yuan.
At the lcm store of Paragon Cinemas in Pudong New Area, the reporter conducted a real test:
▶ The offline ticket price of "The Wandering Earth 2" played at around 8:30 p.m. 80 yuan, almost "cut in half";
▶ The same popular movie "Manjianghong", the offline ticket price is 120 yuan, but the app is less than 70 yuan, and the price difference is more than 40 yuan.
Threshold Four
On-site service lacks temperature
In many theaters, it is difficult to see waiters and guides. Often, lacks people at the front desk and the lobby is empty. Not only the elderly, but even young people often look for a You can get movie tickets at the self-service machine only after ; service staff in many theaters often have a bad attitude when asking questions from the elderly, and push them away if they can.
There is a general lack of rest places and barrier-free facilities in theaters. The reporter observed that after several elderly couples walked into the theater arm in arm, some were on crutches, and some could only lean on each other. They stood there for a long time, no one received them, had nowhere to rest, and finally had no choice but to leave.
Most of today's social services are efficient and convenient, but
only do not consider whether the elderly can adapt.
Artificial intelligence, electronic payment, cloud big data...
The modernity we understand,
has always been the modernity of young people.
the elderly, and even some middle-aged people,
have been excluded.
As said in a certain movie:
"Our aging is not the punishment for our mistakes."
Indeed, for young people, it is efficient and affordable to buy tickets with discounts on mobile phones in advance and pick them up at the scene by themselves. But for the elderly who can't and are inconvenient to operate smart devices, should they be deprived of the right to enjoy preferential ticket purchases and even watch movies?
At the Shanghai Two Sessions held in January 2023, the Shanghai Municipal People's Congress just passed the "Regulations on the Construction of a Barrier-Free Environment in Shanghai", which will come into effect on March 1, 2023. Yao Haisong, deputy to the Shanghai Municipal People's Congress, said today that barrier-free environment construction is not only for special groups such as the disabled and the elderly, but for all members of society. "A barrier-free environment not only includes the construction of barrier-free facilities, but also includes the acquisition, use and exchange of information, access to social services and other 'software'."
When some theaters abandon the elderly today,
may be abandoned by elderly audiences tomorrow .
You must know that this will not only affect the revenue of the theater itself, but also
will not be conducive to the development of the entire film market.
Source: Xinmin Evening News (Author: Xu Chi), Beijing Youth Daily, The Paper, Chatterbox
Editor: Xiaotufang
