Is the "refund only" consumer trend spreading to movie theaters? On January 11, the movie refund mechanism launched by Changsha Cinema sparked heated discussions on the Internet. According to CCTV6, on the New Year's Eve of 2024, many theaters in Changsha have launched a refund m

Is the "refund only" consumer trend spreading to movie theaters? On January 11, the movie refund mechanism launched by Changsha Cinema sparked heated discussions on the Internet. According to cctv6, many theaters in Changsha have launched a refund mechanism on the New Year's Eve of 2024. Within 30 minutes of watching the movie, viewers can enjoy refund benefits and apply for a full refund on their own.

A reporter from Xiaoxiang Morning News (reported on WeChat: xxcbbaoliao) learned from the promoter of this business that the theater ticket refund service is still in the trial stage, and the pilot will be expanded again in the future. This new service path explored by the

film industry has aroused different opinions on the Internet. Some fans who love watching movies said: "It is a good thing and I recommend promoting it nationwide." However, some people are worried: "What should I do if malicious refunds occur after the promotion?"

can apply for a self-service refund after entering the theater for half an hour to watch the movie. For the film industry, In other words, is the promotion of this service a blessing or a worry?

Picture source: Respondent

Can I get a refund after entering the theater to watch a movie? Many theaters in Changsha have launched a movie refund mechanism

Audiences who often go to theaters to watch movies may encounter this embarrassing scene: after buying a ticket, they find that the movie does not suit their "consumption taste", and they want to refund the ticket but cannot. Looking at it, I had no choice but to fall asleep...

may have resonated with the above experience. On January 11, Changsha Cinema launched the "ticket refunds even half an hour after the movie starts" service, which sparked heated discussions on online platforms. Related topics have been trending on Weibo.

It is reported that this service is provided by Jianticiao Group: it is carried out for designated theaters and movies. Within 30 minutes after the movie starts (the opening time is marked on the movie ticket), if the audience is not satisfied with the movie or the cinema service, they can apply for a refund.

JianPiao Group, said: "Our original intention is to promote the prosperity and development of China's film industry. I think a good movie after-sales service can bring more viewers into the theater and be willing to spend money to watch movies." A reporter from

noticed that after this latest movie refund mechanism sparked heated discussions on online platforms, some people worried that this service would increase merchant operational risks like the "refund only" operation of e-commerce platforms.

Regarding this, Jianpiao Group stated that after the application submitted by the audience is approved, Jianpiao will be responsible for a full refund, "which will not affect the normal operation of the theater and box office revenue."

Should the film industry support it? Only refund"? Netizens expressed different views

Data shows that as of January 1, 2024, my country's 2023 movie box office exceeded 53 billion yuan, the number of ticket-buying audiences reached 1.255 billion, and the total number of movie screenings reached 127 million, of which domestic movies accounted for 127 million. More than 80%.

For Chinese movies, the past year 2023 has been a year of recovery in popularity, and it is also a year of frequent new releases. But there are also problems that need to be faced, especially in the Internet era, where there is an urgent need to solve the problem of "how to draw the audience's attention from mobile phones and computers back to physical theaters."

Image source: Visual China

As one of the practitioners, Peng Xiangwei feels that providing high-quality film after-sales service is one of the driving forces for the industry to move forward. During the interview with

, he gave the reporter examples of consumption patterns in other industries. Transportation tickets can be changed, and hotels can be checked in first and paid later. "Why can't this be done in the film industry?"

is exploring this new service in the film industry. Path, netizens expressed different views.

Someone left a message saying: It should be promoted nationwide. "Loyal movie theater audiences like me often get heart attacks from bad movies." These voices believe that once the refund mechanism is promoted, it will help stimulate the film industry to produce high-quality films that meet the tastes of the majority of audiences. Film.

But some people think: The starting point is good, "But if a good movie is maliciously refunded by some thoughtful people, I don't know how to control it?"

Peng Xiangwei told reporters that judging from the refund rate during New Year's Day, honest consumption is still mainstream. According to the pilot data of five movies he showed, the refund rate on New Year's Day was only 0.9%. From high to low, they were "Twinkle Twinkle Star", "If You Are the One 3", "Stealth", etc., which were basically proportional to the movie box office.

"The number of refunds is not as high as expected. Audiences still want to watch a good movie, rather than deliberately taking advantage of it." Peng Xiangwei said that the current refund mechanism is still in a pilot state and will be slowly advanced. Periodic adjustments will be made based on actual results.

A viewer who had tried the refund mechanism told reporters that when she watched a movie on New Year's Day, she applied for a refund from the theater through the self-service refund machine. "It's not that the movie wasn't good to watch, it was because I took my children to see it and the plot was not suitable for children. Children watch it." In her opinion, you can still choose the refund service after buying a ticket and entering the theater, which can alleviate the problem of mismatch between consumption and demand to a certain extent. "You can watch movies more happily in the future."

The movie refund mechanism can Will it be promoted on a large scale within the industry? Shu Ke, editor of "Jiangsu Film" magazine and a professional film critic, believes that it can be seen that the original intention of formulating this rule is good, but there are still certain difficulties in implementation.

He told reporters that movie consumption belongs to cultural consumption, which is different from the consumption of physical goods. There are different opinions on what is a good movie and what is an ugly movie, and there is no unified judgment standard. This also makes it difficult to formulate relevant standards in the subsequent promotion of the refund mechanism. "And the formulation and refinement of standards, It is still very important for the future promotion of the business in the industry."

Xiaoxiang Morning News reporter Sun Qingyun