Why is your movie tickets? Cinema manager: 3D, and IMAX is one culprit

File into the 5th week of the summer, 3D version of "Kung Fu Panda 2" scored 127 million, grossed 465.5 million yuan.

3D movie "Pirates of the Caribbean 4" poster, the film released in total credit to 434 million yuan in the mainland (statistical first weekend.)

The day before yesterday the manager of Secret Cinema Film Festival Forum

Why so expensive movie tickets?

3D, and IMAX is the culprit

The movie tickets were cheap or expensive? According to the end of May released the "2011 Chinese Film Industry Report" (hereinafter referred to as "Film Report") shows the average ticket price in 2010 than in 2009 increased 18%, the high cost of films and Imax 3D films as the "culprit" one of the . The day before yesterday the 14th Shanghai International Film Festival, entitled "the role of cinema in the digital age," the third film forum, an analysis of this industry, screen too small, the scale do not increase, a good little film, popular enough to be that is, ticket prices do not fall down for a moment, the new interpretation. After the meeting, the South China Film Zhao Jun, general manager of the Shinkansen and other film industry people interviewed said that popular cinema is the lifeblood of every month there are 20 or more if a good movie theater in order to draw repeat customers, naturally lower fares.

Planning: Long Spring

Author: reporter Zhenguo

The origin of the high fares

A popular less than 7 per game last year, the audience

Xiao Zhao Tianhe in Guangzhou, near the city's downtown office work, after work to the studios want to pick a movie, he could not help but complain about the relative wages of thousands of dollars for a movie 60,80 yuan fare high. Although the theater is half the morning session, but he can not spare time. Interview he said that if the fare is not so high, he might see more movies.

Unfortunately, ticket prices for a moment cut down. Although Xiao Zhao said 60 yuan, 80 yuan but cinema in the listing price, rather than the industry average price, but according to "Film Report" shows that the average Chinese film of 2009 was 36.38 yuan fare, average fare in 2010 an increase of more than 18% in 2009, more than 40 yuan.

Shanghai Film Festival the day before yesterday's forum, the industry put forward a new interpretation of the high fares: 北京新影联 responsible Gao believes that the current number of China's lack of screen, the cinema is no reason to lower prices; In addition, a good movie too less has become one of the reasons the film Shinkansen, general manager of the South China Film Zhao said: "finally has a hit movie, as the theater manager will naturally not price."

Zhao at the forum when interviewed after the specific interpretation of his "good little film led to the fare of your" point of view, in his view, although the March release of "Guanyin Mountain" at the box office is high, but "a" Kuanyin Mountain "is not enough": "If there are 20 more than a month of good movies, theater in order to draw repeat customers, it will naturally reduce the fares." Zhao believes that a good film too, the consequences are less popular.

Many industry insiders believe, is still troubled by lack of popular Chinese film industry, a major problem, the Chinese box office in 2010 reached 10.172 billion yuan, an increase of 63.9% in 2010 with audiences of about 284 million, compared to growth in 2009 33.3%. Who calculated that the industry accounts, the national average, a movie, the audience was about 7.

B 3D and Imax audience pull of consumer desire for high prices

A secondary school in Guangzhou, a teacher of Hu family of three with his wife and son look at "Kung Fu Panda 2", for they are the kind of family audience, look at the full price of time to spend 300 yuan 3D movie. They spent last summer saw the price, "Ice Age 3." Hu also told reporters released early last year, recalled the "Avatar" in the case, giant screen (Imax) version of the fare was raised to 160 yuan only, I heard that Shanghai was also Scoop 600.

3D and Imax movies on the average fare boost self-evident. Insiders pointed out that in recent years, the average fare rise of Chinese film, with the 3D movie craze are not unrelated. "Film Report" noted that the moviegoing experience, even though it can stimulate new audiences into the theater, but only short-term effects, long term, thus bringing the fare, will affect the audience's desire for consumption.

"If you remove and giant screen 3D film of the factors, the overall ticket prices last year actually fell, and with the total of the national trend of rising prices moving trend." Zhao has so concluded. Zhao told this newspaper that this is the box office last year, growing faster than the overall growth of one of the reasons people.

C along with the rent prices up fares

In recent years, with the commercial real estate appreciation, price increases have rent, rent prices, ticket prices have to follow up. Sharp rise in real estate rents, is considered the largest theater operators to bear the pressure, the last 10 years, the theater box office rent accounted for 10% of the proportion had risen from 17% to 20%, said that many cinema operators, cinema work for the real estate business.

D did not have to drop the lowest price fares

The lowest price from the producers, but also for the reduction in ticket prices obstacle. In recent years, the rising costs of domestic film production, leading to the film side also proposed increasing the minimum price increase. July 2010 release of "Tangshan Earthquake," in one fell swoop would be maintained for many years the domestic price level of the minimum 30 yuan by the first-tier cities, second-tier cities in 25 yuan, 35 yuan raised to first-tier cities, 30 per second-tier cities, the film in various places along with the fare increase.

However, some in the industry view that is cinema for the lowest price between the competing reduction of the vicious competition, the fares in order to prevent the avalanche and, therefore, will not harm the interests of consumers: "the lowest fares 35 yuan, I think the audience affordable. "

Fans desire

Your little piece of a large flat

Not across the board fare

Accompanied by Miss Ding and Xiao Zhao student at South China Normal University, told reporters that she has raised the question: Why can not the different order of magnitude theater movie ticket categories such as "Pirates of the Caribbean 4" sold 60, and "B District 32 No. "This thriller to sell low-cost 30 yuan? In Miss Ding eyes, so a more reasonable price level, small pieces may also be attracted to more viewers.

However, such ideas are regarded as the film industry but was not very realistic. South China Film Zhao, general manager of the film, said the new route, film producers and cinemas are not two aspects of this operation. It was explained that because this way, priced at 30 yuan in the movie is undoubtedly the hint to the audience, this is a low cost video, the consequence is more nobody cares about: "always been a small piece, but price than others low, even no one to see. In fact, small pieces in a state of dilemma, pricing high and low prices are not appropriate. "

The industry's new tactics

Customers, marketing microblogging

Or into a coup

Buy movie tickets online as the trend from last year, the data shows, driven by the buy, theater with audiences rapidly. In Zhao's eyes, changing the price system buy, so he also supported the buy.

Than buy, microblogging is another fashionable form of free marketing, but also more effective in reducing the operating costs of theater, making it possible to cut the fares. Ju Zhao said the theater microblogging marketing can save a lot of marketing staff, past a cinema usually takes 10 to 90 of 80 staff members, but may now be enough as long as 50 people, human resources, cost reduction is expected to directly reflect down on fare.