Five Yuan 10 Yuan movie ticket price second kill fear into art., or a double-edged sword

Once let a lot of fans rejoice, excited, benefit of "10 Yuan Seconds Kill" "5 yuan Second kill" movie ticket price may become art.. Yesterday, this newspaper about the film bureau issued "on the further regulation of the film Market ticket management guidance" (soliciting the draft) of the report, aroused the audience and the media's extensive attention. Regarding "the member ticket, the group ticket does not lower than the cinema listing price 70%" The stipulation becomes the several parties different interest representative dispute, the debate focal point. This reporter continues to the relevant industry and the general audience to interview, in order to clarify the pros and cons.

More orderly competition in the hospital line

Since the newspaper related reports, Shanghai United Hospital Line deputy general manager Wu He Shanghai was surrounded by media reporters. He told reporters that the United Hospital line has been completed for the "opinion" of the request for feedback, the hospital line basic recognition of the opinion. "The maximum 70 percent limit for membership tickets and group votes will make the competition in theaters more orderly." Now the cinemas are complaining that the price is too low, in the process of pulling down fares, will affect the box office income, the final transmission to the interests of the production side damaged, in the long run is not conducive to the development of the film market. ”

However, Wu He Shanghai also said that in the "opinion", the country will be based on economic level, the number of viewers, such as the number of regional classification, and then set the guide to the price. "Because there is no classification, the price of guidance is not set, so it is too early to talk about how much the audience's viewing costs have risen." "In addition, he believes that when the price is introduced, in fact, the maximum price of the cinema has been limited, the cinema will be priced only within the guidance, which would also effectively prevent high fares."

A cinema or a double-edged sword

According to the reporter to the city of several large cinemas, the actual average fare is basically about 40 yuan, that is, about half the price of cinemas. According to the objective rules of market development, this price should be acceptable to producers, distributors, theaters, cinemas and spectators, and it is also a fact-operated value. Considering the concessions, promotions and other factors, the reverse delay more appropriate guidance price should be 60 yuan-70 yuan. But market participants said the final guidance price would certainly be higher than that figure.

Shanghai, a cinema director told reporters that the current pull down the average price of the main factors are two: student Chang and buy tickets. The former, which has been specifically pointed out in the opinion-feedback draft of the joint hospital line, must limit discounts to students ' Chang spared, while the latter is "love and hate" for Shanghai's cinema operators. Because the emergence of group buy tickets, the audience number soared, objectively cultivate the public's viewing habits, but the basic 30 percent of the fares and in turn affect the positive price of the ticket sales, so that the interests of the theater damage. He said: "The original intention not to do group buying, but others are doing, if you do not, you are out." The limit discount is tantamount to pulling everyone back to the original track, if the audience size is not small, then the cinema will definitely increase the efficiency. However, if the market reacted violently and returned to the situation when the public did not enter the cinema, we would be hurt. ”

The website abandons the business

It is understood that the current operating film ticket business of the main web site for two categories, a class is able to book tickets online professional ticketing site, the other is a group purchase network. The former more emphasis on the experience of the enjoyment of the film, so the basic fare in 40 yuan-50 yuan, like the Che Network, a deputy general manager told reporters: "Even if the views of the implementation of our impact will not be very large." "And like handle, glutinous rice and other group purchase website, originally is to rely on low to about 30 percent of the film fares to attract users, once the limit of implementation, will suffer a setback."

"Although the direct profit of making movie ticket is not high, it brings high popularity, and the income is more stable, after sale is relatively simple, it is a piece of business that we value very much," said an executive who declined to be named. The large number of users, but also proved that it is popular. But if the opinion is really implemented, it is estimated that we will be forced to give up the business. ”

The audience went home to watch the DVDs.

The views of the film Bureau are many. The report of this newspaper became the hot topic of Sina Weibo the next day. Some readers said that the "opinion" playing "normative Film market" banner, but not according to market rules, but to be popular with the audience buy tickets for hard mandatory rules, is "open the market reversing." There are also readers on Weibo commented: The audience ticket behavior itself, that is, the most effective price of film standards, the sale of expensive to go home to see the disc, the film Bureau of "opinion" and so the minimum price to pull higher.

Newspaper reporter Rozhen