Group purchases focusing on new theaters will not lead to an overall decline in ticket prices
Cinema spends a small amount of money to do big advertisements, thousands of people watch cheap movie group buying websites to earn commission, but the profits of the film are reduced. & mdash;——
what is the most affordable way to watch a movie these days? White-collar workers will definitely say: group purchase of movie tickets!
generally speaking, to see a movie, the movie ticket alone often costs 60 yuan, even if it is half-price on Tuesday, it costs 30 yuan. Once you participate in a group purchase, it often costs only 20 or 30 yuan, along with popcorn, drinks and so on.
A recent survey by reporters found that this fashionable consumption mode has achieved a win-ldquo;-rdquo;: audience to watch movies at a low price; cinemas increase their popularity and start a brand; group-buying websites earn a percentage of clicks while also getting a commission. However, the film side has become the biggest victim of ldquo; & rdquo;—— box office commission has been greatly affected.
Wang Jianhui, head of publicity for the New Film Federation Cinema chain, Liu Haodong, director of the China Film Industry Research Center, and other industry insiders pointed out that the group purchase of movie tickets is mainly a temporary publicity activity for newly opened cinemas and will not expand on a large scale. it will not lead to an overall decline in film ticket prices.
strong > Group buying is popular / strong >
strong > you can watch a movie for 20 or 30 yuan / strong >
in just one year, group-buying movie tickets have sprung up like bamboo shoots after a spring rain, which seems to be a way to save money for the audience & ldquo; Blood & rdquo;: your group-buying website sends two movie tickets, two bottles of mineral water and a cup of popcorn for 42 yuan, then mine is even cheaper. 40 yuan includes not only two movie tickets, but also Coke, imported popcorn and Haagen-Dazs ice cream balls.
the fierce competition among group-buying websites seems to make movie ticket prices begin to plummet. Originally, watching a movie costs about 60 or 70 yuan, but after participating in group buying, you can often spend 20 to 30 yuan to see a movie.
Group buying of movie tickets appeared last year, and this year, it has become a new shopping fashion for white-collar workers.
according to the previous group-buying records of well-known group-buying websites such as Nuomi.com, Dianping and Meituan, more than 10 cinemas in Beijing have participated in group-buying activities in the past six months. Among them, the group-buying activity of 40 yuan for super-value double movie tickets launched by Jackie chan Yaolai International Cinema in June this year was very popular among consumers, with a total of 152165 people participating, setting a record for group-buying movie tickets in Beijing.
strong > three parties benefit / strong >
strong > the newly built cinema is known as the main borrowing and group buying activity / strong >
& ldquo; if you look closely, you will find that more than 70% of these cinemas participating in group buying are newly built, and very few mature cinemas participate in group buying activities. Wang Jianhui, head of publicity for rdquo; 's new cinema chain, pointed out in an interview with reporters.
this is true. Combing through the recent Beijing movie ticket group buying activities (as shown in the table above), the reporter found that Wangfujing Hengdian Film City and Xingmei International Film City (World City Store Phase II) all launched film ticket group buying activities shortly after opening.
Wang Jianhui tells the reason: now, with the continuous acceleration of cinema construction, the competition between cinemas is becoming more and more fierce. Many new cinemas are not well-known and their locations are relatively remote, so there is an urgent need to stimulate popularity. At this time, cinemas need to engage in some profit-making activities to attract consumers.
Zeng Yan, cinema manager of the new film association & bull; Huayi Brothers, confirmed this statement. The cinema she works for opened in Wangjing in late July this year. Due to the relatively partial location, it also attaches great importance to the promotion of cinema brands, and launched a group-buying event on Sept. 8.
online group buying has unique advantages, and the biggest advantage is the openness of the network, which allows more people to know the relevant information about cinema activities. In addition, audiences who participate in group buying personally experience the viewing effect and service of the cinema at low prices, which, to a certain extent, is conducive to the accumulation of word-of-mouth. Jackiechan Yaolai International Cinema, New Film Federation. Huayi Brothers Cinema and so on all took advantage of this shot to become popular.
Zeng Yan also told reporters that for cinemas, organizing group buying movie tickets is much less expensive than investing in hard advertising. According to its introduction, cinemas basically promote group-buying activities on the basis of low or zero profits, and even individual cinemas post a small amount of money to assist in the development of group-buying activities, but even so, this money is nothing compared to the cost of hard advertising, but the communication effect is obvious.
while cinemas rarely repeat group-buying activities, once is generally enough, and it will not have much impact on the sales of normal movie tickets.
strong > White-collar workers prefer group buying & who doesn't take advantage of cheap ldquo;? & rdquo; / strong >
the audience can be said to be the biggest winner of the movie ticket group buying activity. Ldquo; has cheap who will buy expensive, this form of group buying movie tickets will be recognized by more and more people. & Miss GE, an enthusiast of rdquo; movies, said in an interview with reporters. She said that she had followed all kinds of group-buying sites as early as the beginning of this year, and she found that movie tickets generally make a lot of money on these sites. & ldquo; A while ago I took part in a group-buying event. I got two free movie tickets for 40 yuan, two glasses of Coke, a cup of imported popcorn and a Haagen-Dazs ice cream ball. & rdquo; Miss GE said that & ldquo; does not count the food delivered first, even if it is half-price on Tuesday, the tickets for two blockbuster movies will still cost 60 or 70 yuan. & rdquo;
& who doesn't take advantage of ldquo;. & rdquo; Miss GE said that nowadays more and more friends around her are buying movie tickets in this way, and there are no cost-effective group buying activities for movie tickets, which are spread by word of mouth.
the reporter recently sampled and interviewed some consumers who participated in the group purchase of movie tickets and found that most of them were white-collar workers. More than 60% of netizens who participated in the event said that participating in group buying is much more cost-effective than going to the cinema to buy tickets, and will buy movie tickets in this way in the future. However, many netizens think that it is better to go to the cinema to buy tickets, because the cinemas that participate in group buying of movie tickets are not fixed, and they are still willing to choose the cinema where they often go to see the cinema.
most people in the industry believe that healthy group buying of movie tickets is very good for the overall development of the film market. Yuan Xin, vice president of Xingmei International Group, said that the low ticket price of group buying activities will attract more audiences into the cinema, which, to a certain extent, is conducive to the cultivation of audiences' viewing habits and, in the long run, to the development of the film market.
strong > website service charge up to 5 yuan per set / strong >
Movie ticket prices have plummeted in disguise, and it seems that group buying sites are the biggest driving force behind it. But it also plays a very important role as the intermediary between the cinema and the audience-ldquo;-rdquo;.
Group purchase websites generally launch only one group purchase product per day, specific to movie ticket group purchase, & ldquo; daily group & rdquo; form is equivalent to providing cinemas with independent advertising pages to a certain extent, which is a very good form of cinema brand promotion.
the reporter interviewed a number of people in charge of the group-buying website and found that now many cinemas are optimistic about this form of promotion. In the past, the website approached the cinema to discuss cooperation, but now the major cinemas have taken the initiative to come to the door and ask for cooperation.
it is reported that the profit source of group-buying websites mainly comes from service fees. Generally, according to the cooperation agreement, for each set of movie tickets sold, the group purchase website can get a service fee ranging from 0 yuan to 5 yuan. In other words, most group-buying websites make a profit while winning the click-through rate.
Wang Qi, a relevant staff member of mdash;— Meituan, a well-known domestic group-buying website, pointed out that group-buying movie tickets are not only a win-win situation between cinemas and group-buying websites, but also benefit consumers, making a complete tripartite profit.
strong > the film suffers / strong >
strong > earnings per sheet are less than half / strong >
& ldquo; Why I'm always the one who gets hurt. The popular lyric rdquo; is a perfect way to describe the film side in the group-buying war of movie tickets.
& ldquo; no matter whether cinemas and websites win popularity by buying movie tickets or not, it is definitely our films that suffer the most. Han Jie, a publicist of Ciwen Pictures, who has produced several films such as "tough Guy", "surprise" and "one's Olympics" by rdquo;, said in an interview with reporters.
some film staff, such as Huayi Brothers and China Film Group, also expressed the same view.
people in the industry say that in general, there will be a minimum price for each film (about 30 yuan for domestic films and 15 yuan for imported films). Cinemas and group-buying websites engage in activities, regardless of whether the two parties put money on it or not. will certainly sell movie tickets at the minimum price to give the film side a commission. On the other hand, a high-quality, large-scale film can basically sell for 60 or 70 yuan.
this is also equivalent to the box office commission of the film, which will be sharply reduced by at least half as a result of group buying activities. As shown in the table below, the box office commission of the film is therefore reduced by more than ten yuan.
relevant officials such as Ciwen Film Company and Dragon Media all said that at present, most of the movie ticket group buying activities are new cinemas, and generally a cinema will only do one or two promotions, while there are a large number of films released in the same period. scattered the crowd of people who hold group tickets to watch the movie, the impact on the income of each film is still within an acceptable range.
& ldquo; if the scale of group buying of movie tickets becomes larger and larger in the future, the film side is bound to work together to come up with some countermeasures. & Liu Na, a staff member of rdquo; Dragon Media, said.
strong > doing accounts / strong >
take a blockbuster with a minimum price of 15 yuan as an example, the ticket price can generally reach 60 yuan per piece under normal circumstances. If the cinema makes a group purchase, it is basically equivalent to selling for 15 yuan per piece.
the box office share of the film is generally between 35% and 43%. In terms of the lowest percentage, the film's profit per ticket has been reduced by 15.75 yuan.
strong > the film before group purchase is divided into / strong >
.60 yuan / Zhang & times;35%=21 yuan / Zhang
strong > after group purchase, the film is divided into / strong >
.15 yuan / Zhang & times;35%=5.25 yuan / Zhang
the revenue of the slice decreases
21 yuan / sheet-5.25 yuan / sheet = 15.75 yuan / sheet