Water injection at the box office corrodes the credibility of online ticketing APP platforms and becomes the key to competition

It can be seen from the three recent hit movies that if there is no online ticketing platform behind it, even a movie with a good reputation will find it difficult to stand out. The online ticketing platform that controls the entrance of movies will only play an enhanced role in the promotion and release of movies in the future, but will not weaken.

Original title: Don't look at Beijing's box office corruption online ticketing apps

In the summer movie boom, a phenomenon has emerged. The three major online ticketing apps compete on the same stage.

Only movies supported by online ticketing will have the strength to compete in the box office rankings.

According to real-time box office ranking data of China, the top three films are: "Chills 2","Big Fish Begonia", and "To Youth 2". They all were released in 7 days, and the cumulative box office was 441 million yuan, 346 million yuan and 251 million yuan respectively.

As for the online ticketing companies behind these three films, the partner of "Chills 2" is ticketing,"Big Fish Begonia" is cat's eye, and "To Youth 2" is managed by micro-ticketing.

1. Online ticketing websites are surging

. Three to five years ago, the box office of movies was not only related to word of mouth, but also to the strong launch of theaters.

But 2015 was a watershed year.

In that year, the proportion of online ticket purchases jumped to 70%, and about 30 billion yuan of China's box office to 40 billion yuan went online.

Ticketing e-commerce, also known as online ticketing platforms, already has the right to say in the movie sales market, and even has the power to kill a movie.

In 2015, the total retail sales of consumer goods in China was approximately 30 trillion yuan, and e-commerce sales were 3 trillion yuan, with e-commerce accounting for a little more than 10%.

However, in the film market segment, the development of e-commerce is a "great leap forward".

Standardized theaters and IT backoffices make it extremely easy to e-commerce the movie ticket market. Ten years after the development of physical e-commerce, online ticket purchasing was just a start, but it caught up from behind and made rapid progress in one year, winning 70% of the total.

When Meituan was developing Cat's Eye, Wang Xing did not necessarily think that the development of online movie tickets would surpass any vertical e-commerce field.

Even if today's movie bosses and theater bosses don't realize it now, they will feel that online ticketing platforms will fully dominate the distribution of ticketing and fully participate in the front-end production of movies.

Online ticketing platforms not only affect the box office, but also influence the reputation of movies. Just like the rise of Alibaba back then, it transformed from a simple sales platform to an almost omnipotent giant.

It can be seen from the three recent hit movies that if there is no online ticketing platform behind it, even a movie with a good reputation will find it difficult to stand out.

The online ticketing platform that controls the entrance of movies will only play an enhanced role in the promotion and release of movies in the future, but will not weaken.

2. Does the entrance control everything? NO!

Cat's Eye, Ticket-buying, Micro-ticketing and glutinous rice, the four great kings control the online movie ticket entrance and are the funding channel for movie box office that may cost hundreds of billions in the future. Can they abandon big shots like Wang Zhongjun, Wang Changtian and Wang Jianlin?

NO!

It is important to control entrances, but to imagine that they can control everything is to design Tucson.

The entrance has a icing on the cake. It does have the special effect of "rebirth parents" for some relics of the world. However, the quality of a movie depends on the quality of the movie product itself.

For example, Nolan's "Interstellar", Cameron's "Avatar", and Hollywood's strong IP "Star Wars" series will be popular all over China even if they are blocked by these four major ticketing platforms.

Even if he holds a sharp weapon in his hand, he cannot kill and is blinded by the short-term victory.

In the competition process of several major online ticketing platforms, the platform's vision and taste play an important role in promoting positive interaction between the platform and the movie.

The platform needs to continuously accumulate good works to increase sales, enhance credibility, and ultimately lead the way in the "four horses dividing the fat" and win the biggest cake.

Among these three films, the public praise and quality vary after their release. It also shows that the three major platforms have different perspectives.

First of all, the box office champion "Chills 2". This work co-operated with Taobao has the best reputation and stars. The blockbuster continues. It has interesting stories and acting skills. It has a score of 7.2 in Douban. Taobao also uses this film to show his extraordinary vision.

The second is Big Fish Begonia. This film has a Douban score of 6.6. It has good reputation on the Internet. The picture is good, but the story is unclear and the director has no skills. Therefore, Cat's Eye has no merits this time and is regarded as an ordinary movie.

"To Youth 2", which ranked third, fell completely short of its standard. Douban scored 3.3, which was completely inferior to the score of 6.7 for the first film. With the change of directors and actors, and the recent negative incident of male lead actor Wu Yifan, micro-votes lost points in this battle and lost troops.

Looking at this box office ranking, we can see that in the future competition between several major platforms, in addition to the technical competition that requires promotion on APP and market optimization, the selection, viewing, selection of film partners, and film reviewers of each major platform will be the focus of competition.

Super Shensheng Judgment is itself a ticket solicitation for Taobao Films 'subordinates, and Cat Eye, which is a major shareholder of Enlight Media. These two companies have a deeper understanding of films and have a sharper vision, and will be in a leading position in future competition.

3. Box office is the source of all evil?

Cui Yongyuan once said that "ratings are the source of all evil." In order to protect the box office,"Ip Man 3" once exposed a scandal of box office theft. Has box office also become the source of all evil?

For the box office, online ticketing platforms and theaters even teamed up to perform a "lonely carnival". The venue seemed to be full, but in fact it was empty.

In order to maintain the box office of their own released films, some online movie platforms are willing to resort to the worst measures and fraud backstage.

However, what is fake is always fake, and many unreasonable phenomena appear. For example, only the first row of a movie is full and the golden space behind it is empty.

Hu sniffed a recent report,"Three major doubts point to the box office of 'Rock Tibetan Mastiff'. Who are you trying to fool?" It was pointed out that in the movie "Rock Tibetan Mastiff", when the micro-ticket APP was full, it was found that this was not the case during on-site inspections. Only 10 people attended the full court.

Among the box office rankings of "To Youth 2", the theaters at the top are not "ticket warehouses" in first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen.

The top 5 cinemas are Linhai Zili Film World, Yongkang Guangming Cinema, Lijin Zina International Cinema, Yiwu Rumanggu Laser Cinema, and Luqiao Times Film World.

It seems that fourth-tier and fourth-tier cities have a better feeling for this kind of artistic film.

Box office theft is an age-old disease of China films, but if you suffer from this disease, it will be difficult to recover.

Especially for online ticketing platforms, once they become fascinated by this pot of aphrodisiac, they will lose their technical power and sharp vision, and they will escape the rules.

This pot of aphrodisiac is also a chronic poison, which slowly causes the platform to lose its creativity and eventually disappears into everyone.

Walk honestly, walk slowly, but walk steadily.

"Let the Bullets Fly" says that the rice must be eaten one bite at a time, and the road must be taken step by step. When you take big steps, be careful to pull the eggs.

Editor: Nancy