Tuesday, July 26, 2011

Buy movie tickets: three-way win-win, or vicious competition?

Film market every summer are prime time. Reporters recently visited the capital's major theaters, ticket office queue before queuing a "no exceptions," the scenery, the minimum $ 60, up $ 150 fares no reduction in people's viewing enthusiasm. However, in the correspondent in-depth investigation revealed that many of them are to buy movie tickets, the fare is only ten dollars, for example, the original price up to $ 150 IMAX fare only $ 85.

The data show that, as of May this year, Beijing 2011, the total amount of the market buy the movie has reached 41.44 million yuan, accounting for Beijing box office 1 / 10, and buy the amount of tickets sold nearly 2 million, accounting for Beijing viewing trips for nearly 1 / 5. Independent 800 group buy site navigation buy the latest release of industry statistics report shows the first half of 2011, buy movie ticket sales of more than 317 million yuan, accounting for the same period the Chinese mainland film market at the box office by 6%.

Wave of competition birth buy movie tickets

Since 2010, buy site Groupon mode limit was introduced after the country, buy it for its low price, ease of use by people ages rapidly. At first, buy more concentrated areas of mass consumption in the diet, the first package in the form to buy movie tickets to test the water is sticky web. According to Shen Bo Yang, general manager of rice network introduced last June 23, glutinous rice and online line first day in Beijing Wukesong Chan Yiu Lai International Cinema to launch a sensational buy, including two movie tickets, 2 cup cola, 1 popcorn, a Haagen Dazs ice cream balls, including the original 176 yuan Studios Package, Tuan Goujia only 40. "That buy sold a total of 150,000 tickets, buy in one fell swoop to create a new record." Shen Bo Yang said.

In this case, the U.S. group network, handle net buy site began to buy movie tickets have been offering business. According to incomplete statistics, China buy more than 2,000 sites. In that cohabitation, "A Thousand group wars", the movie ticket competition for tourists to buy a secret weapon. According to the group buy around 800 recently released report, buy movie tickets are buy one of the most popular.

"Hot buy movie tickets from the competition." Analysys International analyst Shou get that on the one hand buy site is still in its infancy, the large number of highly competitive; the other hand, a substantial increase in the domestic screen cinema for the audience also makes competition heats up. And buy low-price promotion is an effective way to gather popular.

In 2010, China added 313 theaters, the new screen number 1533, adding 4.2 screens per day. Surge in the number of screens increased competition in the market, will inevitably be reflected in the price war between the theater, which also had to buy a dependable means of theater.

Fares so low,赔本赚吆喝?

Single fare 7 80 yuan, 3D blockbuster fare is as high as a hundred dollars, this price is often prohibitive. However, this phenomenon has gone on in the buy site. To now aggressively, "Transformers 3", for example, the reporter access to the major studios in Beijing offer, leaflets film tickets as low as $ 60, up to $ 150. The correspondent navigate through the site search to buy the average price is 20 yuan, the lowest only $ 10. This can not help but question: Why can buy fares so low?

According to the Guangdong Dadi Cinema Co., Ltd. Corporate Development Manager, Xie Xiaoming told reporters, filmmakers and distribution side to a greater extent to protect their own interests, to avoid a price war between cinema loss of its box office, often on a film set minimum price. Currently, the domestic large cities of the minimum price of 35 yuan, 15 yuan, compared with imported large. So, some people can not help asking: now buy site more than ticket prices $ 20 or so, so, is it to do theater trading losses it?

In this regard, Xie Xiaoming said that the current domestic split system allows a special theater and not lose money. "Cinema for $ 35 with the film side, the lowest closing price, half of which is to be returned to the theater, theater 20 yuan net buy $ 15 when sold for subsidies, there are still profitable." He said, almost cinema and buy site no interest into the issue. "Buy site more like a simple platform for information dissemination and settlement platform for their pursuit of traffic and popularity, do not care about this theater to the service charge." Xie Xiaoming said.

And Xie Xiaoming different point of view, limited liability company 北京新影联 Huang Qun, general manager of flying, said that cinema is the basic price in accordance with the minimum price buy web site promotion, as now appears below the minimum buy price of the fare, which he believes is buy web site traffic at the expense of the pursuit of their own subsidies, 赔本赚吆喝.

Can form a stable business model

Buy movie tickets in the audience to enjoy the low fares, while effectively boosting the increase in the number of cinema, but also buy site to gather a lot of popularity. With Shen Bo Yang's words is "to achieve a three-way win-win situation," but there are many people in the industry question: can this low fare in the end how long? Effective in driving down ticket prices, as a stable business model? Or just the ones who enjoy theater and buy a temporary site as a marketing tool?

"Buy tickets for the film industry has always been a controversial act." Huang Qun-fei said that currently keen to buy the theater carried out most of the newly opened movie theater, old theaters or off-season promotional film market behavior, mainstream cinema is basically brand buy do not agree of. "Buy on the traditional fare such as the membership system will impact, and, buy the low price of the ticket prices will cause the audience the impression that there is transmission of the disease, detrimental to their long-term development." Huang Qun-fei said, only buy movie tickets to be temporary in nature acts, it is impossible to form a virtuous cycle and a stable mode. "Long-term to do so will only damage the film market."

"Buy the movie industry will lead to deterioration of the competitive environment, profit outlook is bleak." Xie Xiaoming, has written that the net high rent, energy, depreciation, operating and other costs, bringing the gross profit activities can not buy for theater really profitable. Sustained losses can only make worse the theater into a competition among the shake up the industry, health, sustainable growth and development.

In addition, Xie Xiaoming that buy is on the audience viewing habits, brand and reputation and the theater industry as a whole overdraft. "Overdraft is often an effective, but not healthy means." Guo told reporters who flag

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