Entering July, the movie market shows obvious summer characteristics. As a number of films with diverse themes and genres are released in turn, the attendance rate of many theaters has also increased significantly compared with daily levels, among which teenage audiences have become the main moviegoers.
The movie summer season continues to heat up,
Young audiences have become the main movie-watching group.
Up to now, 
024, about 110 Chinese and foreign films have been released or scheduled for the summer season, including dramas, cartoons, comedies, action films and many other categories. Among them, comedy and animation movies attracted many young audiences to watch the movies.
Audience Deng Xingchen: I prefer to watch funny and fantasy movies. I can remember the funny and fantasy clips and share them with my children when school starts.
Yu Chao, deputy general manager of Capital Cinema: is still mainly viewed by viewers in their twenties and thirties. In addition, an obvious feature of the summer season is that the student audience has increased, with junior high school students and high school students coming to watch movies in droves. So at this time, some family-friendly cartoons may be more popular.
For many student viewers, watching movies has also become a way of socializing, and they can enhance the emotional connection between each other by sharing the movie-watching experience together. This social need also drives consumption growth in the movie market.
Audience Xu Mingzhu: Because everyone is usually busy in class, this summer there are several movies that are quite good, so we sisters met to watch the movies and relax ourselves.
Cinema Optimization Services
Improve the Audience’s Movie-Watching Experience
As the summer movie market continues to heat up, theaters in various regions have also launched special activities and optimized services to enhance the movie-watching experience based on the needs of local audiences.
During the summer vacation, many theaters have launched various ticket purchase discounts including off-peak time discounts, student discounts, family packages, etc.
Deputy General Manager of Capital Cinema Yu Chao: offers morning and evening discounts, including membership registration, where you can enjoy more value-added services and fare discounts than usual.
Zhao Min, the duty manager of a theater in Yuxi, Yunnan: From July 1st to July 31st, at 10:30 every morning, two adults and one child can watch our children's movies for 19 yuan 9, and a small copy will be given for parent-child viewing. Popcorn.
In view of the characteristics of summer movie-watching groups, theaters in various places will optimize film schedules and extend business hours according to demand at any time.
Yan Daiyu, manager of a theater in Yichun: On the one hand, we have increased the number of main films to meet the viewing needs of customers at different times; on the other hand, our theater has deployed additional manpower to improve the reception capacity of the cinema. and service levels, reducing customers’ queuing waiting time.
In addition, some theaters have launched a series of refined services to attract more viewers to the theater.
Hong Molong, the person in charge of a cinema in Wuxi: First of all, we ensure that the temperature of the cinema is appropriate and provide free clean blankets to customers who are afraid of the cold. We will also create a themed movie-watching atmosphere through on-site display and layout, allowing the audience to have more participation and interactive experience during the movie-watching process.
Series of preferential movie viewing measures
Release the consumption potential of the movie market
Recently, Zhejiang and other places have introduced a series of preferential movie viewing measures to continue to release the consumption potential of the movie market and drive the rapid heating up of my country's movie market.
A few days ago, the issuance of 2024 Zhejiang movie consumption coupons was launched in Hangzhou, with a total amount of more than 28 million yuan issued, including triple discounts such as receiving discount coupons, instant discounts on ticket purchases, and payment discounts. Audiences can use it together when purchasing movie tickets, and the price is much cheaper.
Zhejiang Province’s movie consumption coupon issuance activity will last until June 30 next year. The distribution time is mainly concentrated on weekends, further releasing the consumption potential of the weekend movie market.
In addition, Beijing, Shanghai, Jiangsu, Jiangxi and other places have also developed various business forms, expanded additional movie viewing functions, issued cultural consumption coupons, movie viewing coupons, etc., to attract more audiences into the cinema and promote movies Market consumption continues to grow.
(CCTV reporters Xu Panpan, Yu Yue, Ji Lele, Liu Xuenan, Zhao Xuefeng)
