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"Only 2 tickets were sold when selecting seats for the movie I wanted to buy, but I was not allowed to purchase a single ticket in the middle of the core viewing area." Recently, some media reported that some consumers were shopping at CGV Cinemas (Shanghai) Baoyang Baolong Store), when purchasing a single movie ticket, you cannot select the core viewing area. Consumers believe that CGV Cinema’s rules for ticket purchase and seat selection are very unreasonable. #Is it reasonable for a single person to not choose seat C when buying a movie ticket? # was a hot search topic on Weibo on the 10th.
Nandu reporters found that many theaters in Guangzhou, Shenzhen and other places do have "single ticket purchase and seat selection restrictions" - requiring single viewers to have an even number of seats to complete the purchase of tickets. So if a consumer wants to choose to watch the movie in the "best viewing area" divided by the theater, some seats will not be open to consumers watching the movie alone.
Multiple theaters in Beijing, Shanghai, Guangzhou and Shenzhen have restrictions on seat selection for single viewers.
Previously, reporters from The Paper found that the 4dx hall screens in CGV Cinemas (Shanghai Baoyang Baolong Store) have 4 seats in a row in front of the screen. Buying a single ticket is indeed The two middle positions cannot be selected, only the two edges are selected.
In this regard, on July 8, the reporter called CGV Cinema (Shanghai Baoyang Baolong Store). Relevant staff responded that the seating arrangement of the theater is designed to optimize seat utilization and improve economic efficiency. Audiences can adjust their seats according to the actual situation after arriving at the venue.
The staff member also reminded that there is no restriction on seat selection when purchasing tickets on site, but the ticket price is relatively high.
In addition to CGV Cinema (Shanghai Baoyang Baolong Store), reporters found on social platforms that many consumers have encountered "restrictions on single-person ticket purchase and seat selection."
Reporters conducted actual measurements on ticket purchasing and seat selection in multiple theaters in Shanghai, Beijing, Shenzhen, Guangzhou and other cities. It was found that Wanda Cinemas, Emperor Cinemas, Jinyi Cinemas, CGV Cinemas and other brand cinemas have restrictions on the seat selection of single audiences during the ticket purchase process.
For example, if you choose to buy tickets in separate seats or buy a single ticket in the core viewing area, the mini program, official website or third-party ticket purchasing platform will automatically pop up "Please select seats continuously and do not leave separate empty seats" and "Do not leave empty seats in the middle." ” and other prompts, and blocked seat selection and order placement.
Among them, cgv cinema applet, Wanda cinema applet, etc. will prompt you when you click to select a seat. Emperor Cinema applet, Jinyi Cinema official website, Maoyan, Meituan, etc. will not pop up relevant information until the payment preparation stage is confirmed. hint.
In addition, most theaters require single viewers to be separated by an even number of seats to complete the ticket purchase. This restriction may cause single viewers to be unable to choose the most ideal seat in the theater and can only accept a seat further to the side.
No theater has yet clearly announced such restrictions
It is worth noting that although theaters implement such regulations in actual operations, no theater has yet clearly announced such restrictions on the ticket purchase interface.
Reporters called multiple theaters as consumers. The staff of cgv Cinema (Shanghai Songjiang Impression City Store) said that the middle seat in the online system is reserved for multiple audiences. Single people can only choose the seat next to them when buying tickets, but there is no such restriction for offline purchases.
The staff of Wanda Cinema (Beijing CBD Wanda Plaza Store) explained that the purchase rule of "separate pairs but not singles" is to prevent audiences of more than two people from being able to sit together. Staff at Emperor Cinemas (Shenzhen Ping An Financial Center Store) pointed out that during peak periods, it may be difficult for multiple customers to buy consecutive tickets for the empty seats in the middle, and it is also "difficult to sell tickets for the cinema. The management is not very good either." The staff of Jinyi Cinema (Guangzhou Guangmei Sanxi IMAX Store) and Wanda Cinema (Shanghai Qingpu Wanda Mao Store) recommend purchasing seats next to each other first, and then adjust according to the actual situation when watching the movie on site.
Regarding the restriction on single-person ticket purchase and seat selection, relevant personnel of Wanda Cinema said that the current seat selection restriction in the theater is "to prevent unnecessary empty seats, as well as malicious seat occupation and scalpers driving up ticket prices," and said This regulation is "a general rule for theaters and the industry. Other ticket purchase channels and cinemas also adopt the same seat selection rules."
“If you don’t want to be disturbed by other people, you can choose a seat that is two or more empty seats away from other seats.” said the above-mentioned relevant personnel.
CGV Cinemas, Dadi Cinemas and Jinyi Cinemas all responded that the system is currently set up this way, but failed to explain the reasons in detail and said they would register and feedback customer issues.
Lawyer’s statement: “Separate pairs but not separate orders” deprives consumers of their right to make independent choices
In this regard, Zhao Liangshan, senior partner of Shaanxi Hengda Law Firm and a well-known public interest lawyer, believes that the "Consumer Rights and Interests Protection Law" gives consumers the right to make independent choices. , Article 9 of the Law clearly stipulates: Consumers have the right to independently choose goods or services. Consumers have the right to independently choose operators who provide goods or services, independently select product varieties or service methods, and decide independently to buy or not to buy any kind of goods, and to accept or not to accept any kind of service. Consumers have the right to compare, identify and select when choosing goods or services independently. Platforms and theaters implement "separate pairs but not singles" for single-person ticket purchases or cannot purchase central seats, which undoubtedly deprives consumers of their right to make independent choices.
Zhao Liangshan believes that this approach of platforms and theaters may be to optimize seat utilization and improve economic benefits, but platforms and theaters cannot just pursue commercial interests at the expense of harming the legitimate rights and interests of consumers. “It is necessary for platforms and theaters to change this. One business model, don’t be too harsh on individual ticket purchases.”
Review
The implementation of "zoned fares" in theaters has been a hot topic.
Generally speaking, "zoned fares" mainly appear in concerts, concerts, live dramas and other fields. Since last year, many theater chains across the country have also launched "zoned ticket prices" for movie viewing. According to the differences in theater seats and movie viewing effects, they are divided into prime viewing areas and non-prime viewing areas. There are also different movie ticket prices. The difference.
In terms of seat partition settings, theaters have different partitions for movie-viewing seating areas. Some theaters are only divided into two levels: ordinary area and best viewing area. Some theaters are divided into "special price area", "default area" and "preferred area". Area" and "Golden Area". At the same time, theaters also have different proportions of prime areas.
"You used to be able to choose your seat when buying movie tickets, but now it feels like you have to divide your money into three, six or nine. If I don't want to increase the price, I have to sit in the corner seats." Some interviewed citizens have expressed concerns about the zoning Ticket sales have expressed doubts, "And this measure also has implementation loopholes. If the high-priced areas are not full, customers who bought lower prices can also sit."
Some experts said that the implementation of "zoned fares" in theaters is to revitalize idle box offices. resources and means to stimulate movie consumption. Cinemas have independent pricing rights. On the premise of full and transparent announcement of ticket prices, they can meet the differentiated needs of consumers, but at the same time, they must avoid situations such as "excessive price differences between zones" and "disguised price increases", so that Consumers feel that "zoned fares" are worth their while.
Cui Lili, chair professor of the Department of Digital Economics at Shanghai University of Finance and Economics, believes that seats with better locations are somewhat scarce. In this case, the price can be increased appropriately to highlight its scarcity. This differentiated pricing also needs to be verified by the market.
Regarding theater ticket sales in different zones, lawyers Liu Suishan and Liang Zixin from Guangdong Guangxin Junda Law Firm analyzed that generally speaking, consumers’ behavior of booking movie tickets on online platforms falls under the reservation contract stipulated in the Civil Code of the People’s Republic of China. According to relevant regulations, consumers have the right to know, to choose, and to fair transactions when purchasing goods or receiving services. When providing goods or services, operators shall not set unfair or unreasonable trading conditions or force transactions.
On the one hand, the price of movie tickets is regulated by the market, and movie theaters have the right to set prices independently according to market demand, but they must not violate relevant national laws and regulations; on the other hand, movie theaters should make transparent, full and reasonable public announcements about zone ticket sales, and implement "Clearly mark the price" to fulfill the operator's obligations.
It is worth noting that if movie theaters use improper behaviors such as collusion and price gouging to increase prices in disguised form, or movie theaters violate the principle of fairness and voluntariness and use methods such as locking partitions and default partitions to force consumers to accept high prices, this involves infringement on consumers. Rights and breach of contract, consumers can complain and report to relevant departments or claim liability for breach of contract to the cinema.
Integration: Dong Xiaoyan
Intern Zhou Yinghua
Source: The Paper News CCTV News Dayang.com
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