"It's 2024, and you can still watch movies for 0 yuan." Recently, some viewers discovered that some movie tickets showed "starting from 0 yuan" on the ticket purchase platform, and they can be purchased for real, while some are as low as "1 prefix" or personal information. number

"It's 2024, and you can still watch movies for 0 yuan." Recently, some viewers discovered that some movie tickets show "starting from 0 yuan" on the ticket purchase platform, and can be purchased in real life, and some are as low as "1 prefix" or Digits. The reporter interviewed many theater managers and learned that the average ticket price for this summer's summer season has dropped compared with previous years, and some film studios and ticket purchase platforms have also launched preferential measures to promote movie viewing.

However, compared with low ticket prices, the entry of high-quality films into the market is the first factor that drives audiences to enter theaters. According to Beacon Professional Edition, as of 18:00 on July 17, the total box office for the 2024 summer season has reached 4.76 billion yuan, which is lower than previous years. However, as the release of blockbusters drives the market to heat up, industry insiders believe that the market can continue to increase in popularity.

Content > Distance > Ticket price

Is "watching a movie for 0 yuan" just for promotion? The manager of a cinema in Shanghai said that the cinema has always had special tickets of 9.8 yuan, with a limit of 1 seat in the whole venue. The purpose is to be displayed high in the "lowest price" ranking on the ticket purchase platform, increase exposure and promote sales. "Some viewers may have discounts such as Taomai VIP coupons, resulting in the displayed ticket price and actual payment being 0 yuan." He said that special tickets are subsidized by theaters and are "flash sales" almost every time, which has great influence on theater box office It must be a driving force. However, he also admitted that fighting a "price war" is really a helpless move, and it is also related to the particularity of the theater itself. "Our theater is only separated from the two surrounding theaters by a road, and the competition is fierce. We have to respond to market changes in this way."

Since this theater is located in the suburbs, the special price tickets did not attract the audience in the city center to grab them. "After all, movie tickets The total price is not much, and the current audience will not go that far for 10 or 20 yuan.” The theater manager believes that from the perspective of the audience’s mentality, the weight of “closest” is higher than “lowest price”, and the movie will always be the first. bit. "Our ticket prices are already low, so there is not much room for reduction. Many movies this year were not well received. Last summer we launched a package ticket for four shows for 100 yuan, which was very popular, but it is not very popular this year. You have to move." Therefore, it is more important to have competitive and excellent films on the market than to launch low-priced tickets.

A summer movie poster placed at the entrance of a cinema in Shanghai. Photo by Zhong Han

A cinema in the city center clearly feels that ticket prices have dropped this year. "The price of the IMAX theater has also dropped by dozens of yuan." Mr. Chen, the theater manager, believes that compared with previous years, there is still a lack of blockbuster movies worth 3 billion yuan this summer. The reduction in ticket prices is a normal market adjustment, but it cannot be used to attract audiences. main means. "If the movie is not good, no one will watch it no matter how low the price is. In the final analysis, it is the content."

Staff in the marketing department of Wanda Cinemas also believe that this year's summer ticket prices have dropped compared to previous years, but they will not plunge significantly. Still confident in the quality of the next film. As the recently released comedies have significantly boosted the market, and blockbusters such as "Deadpool and Wolverine" will be released in mid-to-late July, the movie market is expected to gain momentum. "We are all very optimistic about "White Snake: The Floating Life", which will be released nationwide on Chinese Valentine's Day on August 10. In addition to comedy and suspense genres, cartoons are also a marketable genre in the summer season. We hope it can bring about a new movie-watching craze. ”

There are a variety of preferential activities on the ticket purchasing platform

Reporters found that Taopiaopiao has recently launched many summer discount movie viewing activities, including Taomai VIP points for senior movie fans to redeem buy-one-get-one-free coupons for some movies and designated screening tickets. Price reductions, etc. "Wednesday 19.9 Movie Carnival Day" allows you to join a group of 5 people to watch popular movies at a price of 19.9 yuan. This event is limited to new users who have not purchased tickets on the platform within 365 days. It obviously has the significance of attracting new people to the cinema. .

Publicity and Distribution Need to Find the Right Direction

The Chinese comic film " Falling into the World " received a high reputation after its release. The Douban score increased from 7.7 to 7.8, making it the highest-rated summer movie.Last summer, " Chang'an Thirty Thousand Miles " and " Fengshen First Part " relied on their high reputation to drive film schedules and box office counterattacks, but "Falling World" failed to replicate the success of the two. As of July On the 17th, the film was released for six days, with a box office of just over 20 million yuan, and the film schedule accounted for only 3.2%.

"Down to Earth" Shanghai Premiere Scene Photographed by Zhong Han

On social platforms, there are many "tap water" films worried that there is too little film promotion and there are errors in the direction. For example, there are not many scenes involving the Cowherd and the Weaver Girl in the movie, but in the promotion, "Finally there is a movie to remove the stigma of the Weaver Girl" and "The Weaver Girl is not a love brain, but the heroine of the new era" as selling points. The wonderful fight scenes in the movie The main plot of brother and sister was not mentioned. This kind of promotion made the audience feel confused, "I never thought that Weaver Girl had a stigma and a love brain." Some people thought that this was a two-female drama, but in fact the protagonists of the film were Weaver Girl's son and daughter.

The publicity point caused dissatisfaction among the audience

"White Snake: The Floating Life"

"There is not a single summer movie currently released that makes people feel bright, and there are more or less problems." Movie fans believe that "Falling into the World" "Compared with the popular domestic animated films in recent years, although there are some highlights and features in action and art design, including the hand-drawn animation introducing the embroidery style of the twenty-eight constellations, and the use of huge pieces of cloth embroidered with simple patterns to connect the sky and the earth, etc., However, the 3D animation technology, picture quality, and style of the entire movie are slightly lacking. It is very important to use its strengths and avoid weaknesses to build a good publicity card.

Unfortunately, the film did not clearly consider what kind of audience it wanted to attract during its promotion, nor did it give enough corresponding efforts. In the end, many young people who were not suitable for this film entered the theater, but it failed to succeed. Reach out to the youth group that really should become the main force of the box office. "In the movie I watched, ten of the fifteen viewers were mothers with their children. Some younger children couldn't understand and kept asking their parents who the bad guys were. It really affected the experience, and only adult viewers would go to the platform. Rate, write reviews and recommend to other viewers. "Last year, the marketing of hot topics in society made many movies popular. How to find the target audience and meet the emotional needs of this year's diverse films is also an issue that needs to be considered in film promotion.

" Retrograde Life "

According to Beacon Professional Edition data, the box office of the market on Saturday, July 13, was 309 million yuan, which was the first time after May 3 that the market exceeded 300 million yuan after 70 days. As of 12:00 on July 15, 106 films have been released or scheduled for the 2024 summer season, including 35 feature films, 21 cartoons, 8 documentaries, 6 comedies, 5 action films, and 5 romance films. Key films to be screened include the new domestic classic IP animated film series "Pleasant Goat and Big Big Wolf: The Guardian of " and the re-release of the Japanese animation "Your Name." ”, the fantasy action film “Under the Stranger” directed by Wu Ershan and adapted from a domestic comic book, which will be released at the end of July, the imported blockbuster “Deadpool and Wolverine”, the youth film “Falling Out”, which will be released in August Xu Zheng directed the realistic theme "Retrograde Life", Chen Sicheng directed the feature film "Decryption", directed Wen Shipei and starred in the feature film " negative minus gets positive ", and the new light-chasing animation series "White Snake: The Floating Life" starring Zhang Ruoyun and Zhong Chuxi Sci-fi comedy " safely evacuates from the 21st century" and so on.