The price of movie patches has not changed in ten years. Film advertising opportunities are unlimited

the promising film advertising market is facing a lot of troubles in the development of ldquo; & rdquo;. Gao Jingdong, chairman of Jimei Capital, said that among all the advertising forms, the film patch market is the most important, & ldquo; large-screen advertising, its advertising arrival rate is very high, the most suitable for brand communication. & rdquo;

< strong > Chip Market & ldquo; Ten-year Price & rdquo; < / strong >

different from other advertising communication methods, patch advertisements are placed in a relatively airtight space such as cinemas, and the audience is wide, and the communication effect is remarkable. Before the film is shown, the average audience will enter the theatre 15 minutes in advance. Due to the special environment of the cinema, it is impossible for the audience to engage in other leisure activities such as reading during this period. They can only pass the time by watching advertisements. Before the beginning of the film, the audience's brain is in a state of excitement and relative concentration, so the communication effect is particularly good. According to the survey, the success rate of patch advertising is almost 97.4% Mel 100%. Compared with other advertising methods, the 1000-person cost of film sticker advertising (a media or media schedule sent up to 1000 people or & ldquo; family & rdquo; costing unit, which can be used to calculate any media, any demographic group and any total cost) is also much lower.

relevant sources said that & ldquo; film patch market price & lsquo; ten-year price & rsquo;. As early as ten years ago, the price of a film patch was about 60-80 yuan per show. However, ten years later, in the era when the annual box office of Chinese films is about to exceed 10 billion yuan, the price of film stickers is still the same. & rdquo;

another interesting phenomenon is that domestic film patches have been higher than imported films for a long time. Domestic film patches can sell for 60-80 yuan per show, while foreign films can only sell for 20-30 yuan per show, which is not determined by market factors. it's caused by the monopoly of Chinese films.

and there are many complaints from the audience caused by the long advertising time of the film. As pre-screening advertising and patch advertising are operated by different market entities, the negative effects caused by layers of superposition can not be ignored.

for example, before a blockbuster is shown this year, a number of commercials are queued up to broadcast, from cars to ice cream, from foreign fast food to messengers, to trailers for new films. By the time the film officially began, the audience had entered for 25 minutes. The total length of the 150-minute film, plus 25-minute commercials, is close to three hours.

the most famous case of the controversy over & ldquo; sticker advertisement & rdquo; is that when Zhang Yimou's Hero was released, a lawyer in Hangzhou sued the cinema and New Picture Company for more than 10 minutes of sticker ads, saying that the cinema showed the sticker ads in front of the film Heroes without making any explicit statement, thus infringing upon his rights and interests. The final verdict was that the audience won on the grounds of the right to know.

< strong > & the conventional rule of ldquo; & rdquo; < / strong >

at present, the government has not made an explicit regulation on the screening time of film advertisements, and all companies have adopted established rules.

Zha Wei told the Morning Post that CCTV 3D automatically controlled the pre-screening ads within 10 minutes. But in fact, according to CTR Market Research, only about 40 of the 180 films released each year have patch ads, and there is a lot of inequality between the rich and the poor, with an average of only 1.3 per film.

but it is precisely these films with serious disparity between the rich and the poor, which are often well received by the market, and advertisers are all flocking to these films, so the total duration of advertising is too long.

Zha Wei, vice president of CCTV 3D, said that with customer approval, CCTV 3D will sometimes adopt the way of not doing pre-screening advertising in the first week of release in exchange for a more appropriate advertising time. But this is not a long-term solution after all.

it is reported that in order to standardize the management of sticker advertisements, the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce jointly issued the Circular on strengthening the Management of Film Advertising on July 15, 2004, making clear provisions on the problems of too long time, vulgar content, low style and so on. The notice stipulates that film sticker advertisements shall not occupy film screening time, cinemas must publicize the screening time of film sticker advertisements, and no unit may carry or delete advertisements at will without the consent of the film copyright owner.

in July 2009, the Film Bureau of the State Administration of Radio, Film and Television issued the Circular on further standardizing Film sticker Advertising and pre-release Advertising Management. It clearly stipulates that post-film advertisements and pre-release advertisements are all added in front of the Film Public screening license and are shown before the showing time marked on the film ticket, and advertisements are not allowed to be shown in the film screening. The issuing and projection units shall strictly perform the contract and strengthen the management, and no unit may delete or replace stickers or pre-release advertisements without the consent of the copyright owner or partner.

but these regulations are faced with a variety of difficulties in enforcement in reality.

Yi Shouzhi, vice president of art consulting, said that the popularity of the patch market and the pre-screening market is a business opportunity for advertising agencies. Through the comparison of cinema revenue between China and the United States in 2009, it can be found that China's sales revenue and advertising revenue account for about 8% of the box office revenue, far lower than the 50% in the United States.

according to the statistics of Yien Consulting, films as the carrier of film advertising have shown a scene of prosperity and development in recent years. The number of excellent films has increased rapidly since 2005, and the number of films with annual box office receipts of more than 100 million has increased from one in 2005 to 12 in 2009, an increase of 12 times. Cinemas are another carrier of this type of advertising, with the number of cinemas in China growing from 1243 in 2005 to 1687 in 2009 and is expected to exceed 2400 by 2012.

the integrated cinema resources and the new advertising mode not only bring the prosperity of the market, but also provide advertisers with more choices. The model and the resulting regulatory issues will still be the theme for companies to explore.