movie market has gone up and down, but the "Double Eleven" has been thunderous and thriving every year. The time of
came to mid-November 2019, and the overall movie box office showed a "recovery" atmosphere. In the past October, the movies "My Motherland and Me", "Chinese Captain" and "The Climber" jointly created the same period. Unprecedented box office results.
At the same time, the originally relatively deserted November box office market also ushered in the dark horse "Youth You". The box office of more than 1.3 billion overwhelmed many other American blockbusters and successfully won the schedule.
▲ Stills of "You Are"
However, for the time being, the rebound in the box office seems to be just the beginning, because the days of theater companies and theaters that are heavily affected by box office performance may not immediately get better.
Judging from the three quarterly reports, Hengdian, Wanda, Jinyi, etc. showed no signs of recovery. In addition to relying on box office rebound to increase performance, perhaps the major theaters should use more brains to increase additional revenue.
, another indicator that belongs to the category of "consumption" with movie watching, "Double Eleven" can be used as a reference. On that day, the turnover of two e-commerce companies on Tmall and JD.com was close to 500 billion yuan, setting a new record. The movie market has risen and fallen, but the "Double Eleven" has been thunderous and thriving year after year. Behind such results may have new ideas that theaters can learn to imitate.
watch the sky and eat, the performance of the theater is unstable.
cinema is located in the downstream of the industrial chain, and its performance is a barometer of the entire movie market. Unlike film companies, their performance depends solely on the market performance of the projects they invest in. Therefore, according to previous perceptions, large-scale cinemas have relatively stable revenues and usually have better cash flow than upstream companies.
benefited from the rapid growth of the total box office of the movie market from 2014 to 2018. Domestic theater groups were also synonymous with steady growth. However, the slowdown in the box office market growth in the first three quarters of 2019 has challenged the stable business of theaters to a certain extent. The third-quarter financial report of Hengdian Film and Television released by
at the end of October showed that in the first three quarters of 2019, Hengdian realized:
operating income was 2.131 billion yuan, down 3.43% year-on-year;
net profit attributable to mothers was 260 million yuan, down 19.4% year-on-year;
deducted from non-parent Net profit was 210 million yuan, a year-on-year decrease of 25.48%;
Q3 achieved operating income of 745 million yuan in a single quarter, a year-on-year increase of 0.47%;
net profit attributable to mothers was 87.21 million yuan, a year-on-year decrease of 9.05%.
Obviously, most of the data is down. If Hengdian has such a performance, then the status of other theaters with limited coverage in the lower rankings can be imagined.
At the same time, the number of new theaters in Hengdian is also slowing down, with tier 2 to 4 cities accounting for more than 80%. As of September 30, the company had 355 asset-linked theaters with 2,229 screens. Compared with the end of 2018, there were 39 new theaters and 233 screens in the first three quarters, down 9.3% and 15.27% respectively. The investment cash expenditure for the purchase and construction of fixed assets was 290 million yuan, down 4.59% year-on-year, and the growth rate of new construction slowed down significantly. From the perspective of newly built areas, 33 new theaters were built in tier 3 to 5 cities, accounting for 83.6% of the overall newly built ratio.
"Slowdown" or "decline" has become a key word in Hengdian's financial report. If we look at the financial reports of several other large companies, including Wanda, Jinyi, Shanghai Film, and even China Film, it is basically the same. keynote. Such a "slowdown" of
is naturally justified, because the box office of the national film market in the first half of 2019 was 31.17 billion yuan, a year-on-year decrease of 2.7%, and the number of movie viewers was 810 million, a year-on-year decrease of 10.3%. The construction of
theaters slowed down, and single-screen output declined even more. In the first half of 2019, there were 722 newly opened theaters, a year-on-year decrease of 22%; the total number of screens reached 64,085, with 4,585 new screens newly opened, a year-on-year decrease of 15%. As of June 30, 2019, the number of theaters nationwide with ticketed real estate sales reached 10,771, and the single-screen ticket real estate sales continued to decline to 486,000 yuan.
Taking into account the decline in the number of theaters and screens in the first half of 2019, the reshuffle of theaters is still in progress. In the past, it relied on the overall box office growth to make a profit.The era is over. However, the expansion of large-scale theaters did not stop there. In December last year, Wanda Films President Zeng Maojun stated that Wanda Films will maintain a construction rate of 80 to 100 per year (excluding mergers and acquisitions), of which 45 to 55 per year rely on Wanda Plaza. Family. The logic of
cinema's pursuit of volume expansion depends on the expectation of "sinking". The construction of theaters in first- and second-tier cities has taken shape, and a large amount of space should be in third- and fourth-tier cities. Therefore, a large number of franchised theaters have expanded in the past few years, but obviously this expansion faces two major risks:
, first, theaters The market depends on the overall market and is subject to the level of upstream content production. Once the market is down, theaters will be under greater pressure due to their asset-heavy characteristics; second, the "sinking" logic of theaters is also unknown.
According to data from Maoyan Research Institute, the proportion of box office in third- and fourth-tier cities basically stagnated in the statistics excluding the Spring Festival file. The "sinking" argument is obviously not reliable.
However, starting from the summer vacation, the rebound in the box office may bring some good news to theaters. The box office for the summer vacation in 2019 was 17.6 billion yuan, a year-on-year increase of 2%, and the growth rate slowed down over the past two years; the number of movie viewers reached 499 million, a small increase from last year (496 million people); the National Day holiday increased by more than 80 %, creating a new record in recent years; even the box office in November, which was quite deserted in the past, did not significantly decrease compared with last year, thanks to the 1.3 billion+ box office performance of dark horses like "Youth in Youth".
Hengdian Film and Television also recognized this "recovery" in its Q3 financial report: "Q4 box office growth has strengthened, and single screen output is about to usher in an inflection point. Driven by many high-quality domestic content, the box office in October will exceed 8 billion yuan. , A substantial increase of 120% year-on-year, Hengdian Q4 achieved a box office increase of 35-40%, a screen increase of 12%-13%, and a single-screen output improved by more than 20% year-on-year. "
Of course, as we said earlier, The theater group that "sees the sky and eats" cannot rely solely on one quarter or one month's box office growth; the obvious characteristics of the current theater model are-a high proportion of box office revenue and low profits, and theaters rely mainly on advertising and selling products for profits . Therefore,
, which has set a new high in the past, may bring some new enlightenment to theaters: How can
create more extra income beyond the box office?
"Double Eleven" enlightenment: Can cinemas also stimulate consumers?
’s just past "Double Eleven" tells us: Double Eleven is no longer an e-commerce promotion, it has become a national consumption festival, a culture, and businesses need to turn shopping into a life. Turning into a kind of fun of participation and deeply attracted consumers is the highest level of consumption. The same goes for
cinema consumption.
To some extent, theaters can also create their own consumption "carnival" through the superposition of a variety of coupons and promotions.
As for how to imitate Double Eleven, there are actually ways. The direction of cinema "imitation" should mainly focus on two aspects.
One is the issue of pricing. Any marketing activity is inseparable from the final pricing. How to get more consumers to participate and earn more people's money is the ultimate goal of the discount. Most consumers of
prefer simple and rude forms of "price reduction", such as watching movies at 19.9 yuan, watching movies at 9.9 yuan, ticket replenishment, etc., but as a theater, it must not be so low.
There is a concept in economics called "price discrimination", which refers to the differentiated pricing of the same product for different groups of people. For example, for a product that costs 50 yuan, some people think it is appropriate to sell 100 yuan, and some people think that it is up to 70 yuan. How should the movie theaters be set to make more people's money? The
method is to set the price to the highest, and then set various preferential policies with different difficulties. People who think 100 yuan is right buy it directly, and don't care when there is a discount. People who think the price is expensive may start participating in the event half a month in advance: starting from the pre-sale, paying the deposit, signing in to receive red envelopes and various allowances, and even checking the WeChat official account from time to time to grab exclusive discounts, and finally rule out The discounts used are 1-30 yuan cheaper in total.
Whether it is selling goods or movie tickets, the truth is the same. It seems that the pricing is the same, but in fact, different groups of people have long been divided. Consumers think they are getting a discount, but the truth is that the traffic he brings to the theater and the new users’The value is more than just the preferential money. The second method of
is how to use the scene consumption function of the cinema to attract consumers to spend more. Before
, Baidu Nuomi launched the "3.7 yuan movie" girl's day ticket supplement for four consecutive years on "Girls' Day", but it has always been calm.
In 2014 "March 8th Festival", Ma Yun also used 3.8 yuan to invite audiences in 300 theaters in eight major cities across the country to watch cheap movies, and on March 8th he achieved more than 90% attendance of participating theaters, and the national daily box office was 132 million. Yuan, the number of movie viewers was 3.65 million, an increase of 121% and 114.7% over the same period in 2013.
But then everyone discovered that simply spending 3.8 yuan in movie tickets could not create the "Double Eleven" of the film industry. The reason was that the added value of the movie tickets was too small, and the extra movie tickets could not drive the sales of the products. , Nor can it add any additional revenue to theaters and e-commerce. As we all know, the profitability of the "popcorn economy" such as commodities and catering need not be said. Nowadays, there are more and more developments around moviegoers, sharing massage chairs, cinema cafes, karaoke rooms, and Tmall model rooms in cinemas. The commercial product potential of
cinemas is not only the high-profit sales opportunities brought by the crowd traffic of the cinema, but also means a "scene-oriented" era of film consumption. The cinema economy is not only "movie tickets + popcorn", it also contains more possibilities.
So, in the final analysis, the purchase of movie tickets is only the shaping of a scene and the attraction of a single consumption. How to enrich the consumption potential of this scene and increase the possibility of other diversified consumption is what cinemas should consider. How
turns a movie ticket into a ticket to a "movie-themed carnival party" is the next task for many Chinese theater companies. To give a simple example, first of all, the theater must attract the audience, tell him that coming to the theater is not just for watching the movie. You can encourage the audience to participate in the "pre-viewing activities" by arriving early to get rewards, so that the audience is originally in the shopping mall or restaurant. Get the time to stay.
Secondly, enterprises can also manage the social attributes of the theater and expand the functions of the theater, such as setting up a new mobile phone experience area, dessert experience station, setting up coffee and drinking activities, holding a fan salon and so on.
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