As of noon on February 9, the pre-sale box office for the New Year's Day on February 10 has passed the 430 million mark. According to this rhythm, the total box office for the New Year's Day is expected to exceed 1 billion, which is a good start for this Spring Festival. head.
Although the box office is high, the number of viewers is not very high. The platform counts 8.55 million tickets. Calculated based on 10,000 theaters, an average of 855 viewers per movie theater. The number of viewers and the attendance rate are not very ideal. .
Such a result is not due to the quality of the film itself. Of the eight films released during the Spring Festival this year, there will always be one that will appeal to the audience. Currently, " Speeding Life 2", "Mr. Red Carpet", " Let's Shake the Sun Together " have all been released After watching the film in advance, the reputation is very good. The problem is the fare.
Putting the eight movies together, the average ticket price calculated by the platform is as high as 50.3 yuan. Among them, the average ticket price of several live-action movies is not much different, ranging from 50.4 yuan to 50.6 yuan. The three animated movies " Bears: Reverse Time and Space" "" has the lowest average ticket price, 48.9 yuan, while " Bajie: Canopy Lower Boundary " has the highest average ticket price, reaching 55.2 yuan.
Let me emphasize that the average ticket price is the macroscopic ticket sales situation of going to the movies. In fact, in first-tier cities, the ticket prices of slightly better theaters are much higher.
Take the CGV Cinema in Futian District, Shenzhen as an example. If you want to watch "Flying Life 2" on New Year's Day, the ticket price for a small hall with more than 100 seats is as high as 82 yuan, and a slightly better theater will cost an additional 10 yuan. , reaching 92 yuan, and if it is a 4d hall, it rises to 112 yuan.
took a look and found that the ticket price of CGV Cinema's " hot " and "Article 20" is the same as that of "Flying Life 2". "Let's Shake the Sun Together" is relatively cheaper, with an ordinary movie theater costing 50 to 60 yuan. Money, and a slightly better movie theater costs nearly 100 yuan.
For such a result, on the one hand, we must blame the film producers and theaters for looking too ugly. Every year, the Spring Festival stalls have the largest market. As long as there are movies scheduled, there is no need to worry about selling them. If the ticket price is low or high, there will be audiences to pay for it. Looking through the release notices of several films, except for the slightly more conscientious animated films, the settlement prices of several live-action films are 40 yuan for category A in first- and second-tier cities, and 35 yuan for category B in small cities. As for Dolby Cinema and China Giant Screen The settlement price at the special effects hall is as high as 45 yuan.
To briefly explain, the settlement price is not the ticket price that theaters sell to the audience, but restricts theaters from selling tickets below the settlement price, thereby ensuring the profits of the film studio. Calculated based on the bill-sharing ratio of 43% for several movie producers and 57% for theaters, and selling tickets at a settlement price of 40 yuan, the film producers can get 17.2 yuan before deducting taxes and other expenses.
Normally, because theaters get a higher share of the account, when the ticket subsidy gradually disappears, if the settlement price is low, the theater will have a lot of room to lower the ticket price and pass on profits to the audience. However, due to the Spring Festival settlement The ticket prices in theaters are also rising. According to statistics from professional platforms, the average ticket price of several live-action movies is more than 50 yuan. So a family of three would spend almost 200 yuan to watch a movie and buy a bucket of popcorn and Coke, which is equivalent to two hours in the theater. Many viewers should think that the price/performance ratio is not high.
On the other hand, the issuer has to blame for placing too few tickets. Some films during the Spring Festival this year will also offer a small amount of ticket replenishment, such as "Let's Shake the Sun Together". If you buy tickets in advance, you can get a discounted ticket of 19.9 yuan. However, the ticket replenishment amount is too small and will be used up quickly. This The purpose of partial ticket subsidy is not to benefit the audience, but to encourage theaters to schedule more films by increasing the ticket sales speed in the early stage.
Finally, I still hope that the film studios and theaters can lower the ticket prices. After all, the economy is down, consumption is downgraded, and there are fewer people watching movies with high ticket prices and more people watching movies with low ticket prices. In the end, the returns to theaters and film studios are actually about the same, but the former However, some viewers who intend to watch movies will be turned away, or they may originally plan to watch a few more movies, but in the end they only choose one or two that they want to watch the most.
Movies have commodity attributes, and the film producers and theaters need to be profitable, but movies are also cultural products and need to be appreciated by more people in order to reflect the cultural value of the work itself.
