Selling movie tickets online will subvert China's ticketing market

The online selection site is becoming another "portal" for movie viewers, both the annual sci-fi epic "Star Trek" and the "Big Talk West" 10 years later, and it has begun to play a major role. Data show that the "double 11" the same day, the National Film Total box office reached 79.7 million yuan, of which the cat's Eye movie box office near 26 million, accounting for up to 32%, that is, each sold 3 film tickets, there will be 1 from the cat's eye film, and a large number of national day schedule, The National Film Total box office for 1.065 billion yuan, of which the cat's eye of the total box office sales of nearly 400 million yuan, plus Che, box-office network and other sites sales, online ticketing has exceeded the total box office of 2/3. Online sales of the box office over the line, which indicates that the Internet in the Chinese ticketing market set off a subversive revolution.

From the supporting body to the channel protagonist

Online ticketing, like the torrent, began to break through the traditional movie ticket sales pattern. South Reporter investigation found that currently, the mainland's third-party online selection of Web sites can be divided into three categories: one is the cat's eye film, Guevara, such as the main direction of the specialized website, followed by Watercress film, time network as the representative of the Professional film community website subordinate plate; The last category is the micro-letter movie ticket NetEase movie ticket and other big O2O platform's exclusive channel.

60% of the online ticket sales platform, the cat's eye movie, 3721.html ">2014 in the first half of the year, the movie ticket turnover exceeded 1.7 billion, more than last year, occupy the entire Chinese film box-office market 18%, the ticket turnover is expected to reach 5 billion this year."

According to the latest data, the 2014 nationwide online ticketing ratio will reach 40% of the annual box office, which means that if the annual box office in the forecast reached 29 billion yuan, then 11.6 billion of them will come from the Internet. According to the art consulting data, it is expected that by 2015, the number of theaters to open online function will reach more than 60% of the total number of cinemas in China.

Public comments on the film business director Zhang Wenyue that the domestic film box office market has maintained a 30%-40% annual growth rate, film consumption frequency increase significantly. As a standardized experience, online selection makes it easier to watch movies.

South All reporters noted that the introduction of the grid in the online service, the time network, Cat's eye movies, watercress films have followed up. Users in the understanding of each number of seats sales, the selection of seats after a single can be converted to the theater to pick up the ticket machine ticket, this service significantly reduced the consumer in the film city waiting time. According to statistics, June 27, "Transformers 4" premiere of the day, the total volume of the completion of the grid has reached 20 million, more than the site 2010 of the whole year's turnover.

"In the early 2013 (film) group buying or mainstream, but by the end of 2014, online ticketing has been the main online choice." At present, the box office in Shenzhen area has accounted for about 30% of the total box office. "UA Film City acting theater manager Li told the south are reporters. Cat's Eye film marketing director Conley believes that in the first half of 2014, online selection and traditional movie tickets for the United States to bring the box-office receipts accounted for 40% and 60%, and the future online selection of the revenue share will continue to increase.

Less than 5% of the profit

In addition, the pre-sale becomes a new phenomenon of online site selection. From the national Day, Guevara started the "one step Away" pre-sale, the latter will not be released until mid-December. National Day Chongyang Double Festival, sales of 55,000, "double 11" on the same day, 11111 IMAX 0-point movie ticket in 50 minutes out of more than 5,000 tickets.

Two weeks before Interstellar crossing, the time network has been in the country nearly 30 cities, for IMAX theaters open 0 points and the first weekend of the film began to advance pre-sale. According to statistics, in the "Interstellar crossing" before the map through the time network to order the "Star Trek" a total of more than 50,000 users.

The September release of the "Flower Road" and the cat's eye also has a similar cooperation, pre-sale breakthrough 1 million, the film's most

After the box office for 1.16 billion yuan, cat's eye film in the "Flower Road put" pre-sale on the creation of 100 million box-office. Cat's Eye movie in the "Transformers 4" film pre-sale and release period sold more than 10 million film tickets, a total of more than 600 million of the box office, accounting for more than 30% of the box-office share.

In Li's view, it will take time to test whether this new type of marketing attempt will become normal. "Third-party online site selection, and other industries, like the O2O model, first enclosure." It's still a state of burning money, and it's not a problem for a year or two, but it's going to be a few years from now. ”

Although the online selection of the development of the full swing, but the reporter learned that many enterprises are still in deep losses. According to the current domestic film box office model: such as a basic fare of 45 Yuan movie ticket: To pay 3% of value-added tax and 5% of the film Professional fund, the remaining 92% is a net box-office income can be split. Of the 92% net box-office receipts: Studios and distributors split 43%, hospital lines divide by 7%, and cinemas divide by 50%. It is understood that cinemas also need to be divided into 50%, pay 10% venues rent, 10% human costs, 7%-8% energy costs, 2%-3% publicity costs.

However, some insiders said that the online ticketing website will be another charge of consumers 3 yuan service fee: among them, 1.5 yuan to fire Phoenix, the Stars and other cooperative ticketing system, 0.5 yuan as a ticket terminal equipment maintenance costs, 1 yuan is the cost of human costs and theater deposit funds. In addition, there is the cost of film ticket paper, the profit of online ticketing is not more than 5%.

The drunken love behind the loss

Che's vice-president, Li Lei, has openly said that the electronic business involved in the shadow ticket is in a fast-growing period, "Users have consumption habits, you put them as much as possible in hand, you can more occupy the market." Each platform has its own characteristics, and Guevara is more prominent in resource integration. For example, we "one step away" of the 0-point Imax pre-sale, can pull a quick taxi, as well as other areas of cooperation with the Force, to the audience and film to provide more value. ”

From the current view, cinemas and online selection of sites in the "Double win": More sales channels to attract more consumers into the theater, for the theater to bring a higher box office; online selection of sites also with the help of cinemas constantly open the territory.

"Under the impact of the electricity business, the line of business traffic is decreasing, in order to bring people back to the line, shopping malls are desperately to increase the experience of consumption, especially the movie theater constantly increase promotional efforts." "A commercial real estate operator to the south of the reporter said that the cinema through the online Low-cost ticket, you can reasonably allocate resources, improve the daytime and the non-core business district theater attendance, through the pull of popular drive other consumption.

Instead of being drunk, the online selection site is clearly more ambitious. Liu Nio, senior Vice president of Arts consulting, argues that the focus of online selection sites is not in the box office itself, but in derivative services. The network platform Big data value builds up, its income will have the safeguard, more income still comes from the piece side some advertisement to drop or the industry advertisement launches this piece. For example, to provide some film marketing, distribution and other business.

Has the industry personage analysis, according to user's some behavior custom to do some topic and so on more marketing, raises some increment. Detailed further subdivision, different users like what type of movies, like in what time period to see, more attention to what seats, these can be dug out through the data.

In addition, the viewer's buying habits are changing, online selection of sites on the "film" + "O2O" of the heat, began to attract more capital market eyes. This June, Huayi Brothers spent 266 million yuan to buy 51% of the stake in the net, almost at the same time, Guevara also received 200 million yuan financing, the C round of financing up to 400 million. Both consumers and capital markets are sending a message: There is more room for film-related things.

Interview: South reporters Yu Yue