Many new movie release promotions will arrange "movie roadshows" in theaters, that is, arranging for the main creators and starring actors to meet the audience during movie viewings. Because of the presence of celebrities, this method is highly praised by many movie fans, and the ticket prices are easily raised to hundreds or even thousands of yuan. Who is selling these high-priced "road show" tickets?
Enter the keyword "movie roadshow" on a second-hand trading platform, and you can search for a large amount of information about fans from all over the world purchasing and reselling movie tickets. Among them, the most expensive one was a road show of the movie "The Secret" in Shenzhen, with a price tag of 1,000 yuan. The seller said, "There are not many tickets available, so we need to place orders quickly." At an offline roadshow event in Chaoyang District, Beijing, many scalpers came in and out disguised as fans. Some of them are collecting tickets, and some are looking for buyers.
reporters learned from interviews that road show information is often released through the official Weibo and WeChat of the film studio or the theater hosting the road show. The methods of obtaining tickets for roadshows in various places are also different. Some sell tickets publicly, while others give away tickets internally. Taking Beijing as an example, road show tickets are not sold to the public. Audiences need to sign up for a movie viewing group, which will be randomly drawn based on the number of theater seats. However, during the movie promotion cycle, a large number of fans lack information and are eager to chase stars, which gives scalpers an opportunity. While
is not open to the public, various high-price scalper tickets leak out. Where do these resold roadshow tickets come from? Who is profiting from "road evolution"? The reporter from
selected a road show that attracted a lot of attention in Beijing recently for consultation on the second-hand platform. The other party claimed that "for only 450 yuan, you can enter your identity information in advance and go directly to the site to sign in and exchange tickets." But when the reporter asked what kind of ticket it was, the other party did not reply, but kept urging, saying "if you don't submit your identity information, registration will be closed." How can you participate in the road show if you haven't signed up for a movie viewing group? Where do these tickets come from and can they be redeemed successfully? In order to learn more about the situation, the reporter finally paid the relevant fees and arrived at the site in advance on the day of the roadshow as required.
Since the text message was not received, the reporter contacted the scalper again, but the other party refused to answer and told them on WeChat, "Don't say you bought it from outside, just say you won the prize and report the information directly. You don't even need to show them the electronic invitation letter." . The reporter then took his ID card and followed the scalper's instructions, successfully redeemed the movie coupons and checked in. The so-called roadshow tickets are actually the fans' qualifications to win the lottery. Scalpers can redeem them as long as they can enter the buyer's information into the organizer's signature list.
According to industry insiders, in order to promote publicity, organizers usually use reserved venues to invite guests to participate in road shows. In this process, there is indeed a leakage of some tickets. In order to maximize profits, theater chains may hope to sell higher ticket prices, and they do not rule out the possibility of joint speculation with scalpers.
The person in charge of a cinema in Beijing: Scalpers buy tickets first as soon as the cinema releases them. There are 150 seats in total and 100 tickets are bought first. If you can't buy it, the scalper will give you an invoice through the star studio or the "big V" channel.
(CCTV Finance)
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