High ticket prices scared off 46 million viewers! Stupid kid waits for 3 movies to cut prices, will the cosmopolitan follow?

　　Sino-Singapore Jingwei, February 10th (Xiong Siyi) The movies "Sniper", "Changjin Lake's Water Gate Bridge" and "Miracle · Stupid Child" have successively announced price cuts!

During the Spring Festival, ticket prices for new films in some cities were accused of being "extremely expensive", which continued to spark heated discussions.

　　Data map: The entrance of a cinema in Beijing during the Spring Festival.

Photo by Zhao Jiaran of China-Singapore Jingwei

Part 3!

Miracle · Stupid Child Price Reduction

　　On the evening of February 9, according to the Beacon Professional APP information, the settlement standard of the movie "Miracle · Stupid Child" will be adjusted from February 11 (inclusive). Digital 2D: 30 yuan/person/time; IMAX 2D: 40 yuan/person · times; China giant screen 2D, etc.: 35 yuan/person · times.

　　On February 5th, the movie "Sniper" started the "first shot" of the new film price reduction during the Spring Festival.

According to the official Weibo @chinamovie report of the flagship column of the movie channel, "The movie "Sniper" announced that from February 7, the settlement price of all versions will be lowered to 35 yuan for type A and 30 yuan for type B (each drop of 5 yuan). "

　　On the evening of February 8, the Chinese New Year box office champion, the movie "Shuimen Bridge of Changjin Lake", also announced a reduction in the settlement price.

According to Red Star News, the filmmaker of "Changjin Lake: Water Gate Bridge" decided to adjust the box office settlement standards for the film from 0:00 on February 11. Digital 2D, China Giant Screen 2D: 30 yuan/person/time; IMAX 2D: 40 yuan/person ·Second-rate.

　　Previously, the official Weibo of the film Changjin Lake also announced that from February 7th to February 20th, Bona Cinemas will launch a special movie viewing event, and Bona Cinemas members nationwide can visit the counter or the Bona Movie APP at the counter. Buy tickets and watch "Shuimen Bridge of Changjin Lake" at a special price of 33.9 yuan.

High ticket prices "scare off" the audience

　　According to data released by Maoyan Research Institute on February 7, the total box office of the Spring Festival in 2022 is 6.035 billion yuan, lower than 7.842 billion yuan in 2021, but higher than 5.903 billion yuan in 2019.

　　Specifically, the average ticket price of Spring Festival movies in 2022

However, the number of

, with only 114 million people, a decrease of 46 million people compared with 2021.

　　Screenshot source: WeChat "Cat Eye Research Institute"

　　Capital Securities pointed out that the high ticket price caused negative public opinion during the Spring Festival, attracted widespread attention, and had a certain negative impact on the audience's enthusiasm for watching movies.

　　It is worth noting that some netizens reported that during the Spring Festival, movie tickets in some cities far exceed the average price of 52.7 yuan, and the most expensive can reach more than 200 yuan!

　　Screenshot source: Sina Weibo

　　On the evening of February 9, Sino-Singapore Jingwei inquired about real-time movie ticket prices. Taking the movie "Changjin Lake: Water Gate Bridge" as an example, the ticket prices of theaters in Beijing were mostly concentrated in the range of 35-80 yuan, and the ticket price of 13 theaters exceeded 80 yuan. , Huayi Brothers Movie Exchange DTS Hall fares up to 298 yuan.

　　Screenshot source: Maoyan APP

　　Why are movie tickets more expensive during the Spring Festival?

　　Capital Securities believes that due

and the accumulation of leading films in the Spring Festival stalls, theaters and distributors are more dependent on

. At the same time, the low attendance rate caused by the epidemic has

, and ticket prices The rise was in line with market expectations, but audience acceptance of the gains has become an issue.

　　Not only is it difficult for audiences to accept, but some practitioners in the film and television industry also do not agree with the practice of soaring prices for Spring Festival movies.

According to the 21st Century Business Herald, when it comes to the appearance of the Spring Festival stalls in 2022, some executives of the film cast bluntly said, "kill chickens to get eggs, exhaust the pond and fish."

Can price cuts save viewers?

　　Some netizens expressed their approval for the price reduction of films such as "Sniper", "If the ticket price is reduced, more people will watch it", "It's really conscientious, I will watch it again" "I haven't watched it yet, waiting for the New Year!"

　　But some netizens didn't buy it. "Is this the pua for the Spring Festival?" "It has little to do with money, mainly because it doesn't look good." "It's better to stay at home during the epidemic."

　　At the same time, some netizens called for "other movies to follow the price reduction", "roll up the major movies" and "can the price difference be refunded for those who have already watched it".

　　Screenshot source: Sina Weibo

　　The other 5 new Spring Festival films "This Killer Is Not Too Calm", "The Bears Return to Earth", "The Four Seas", "The Future of Joy and the Basket of the Big Big Wolf" and "Little Tiger Dung Hero" will join the price reduction team?

　　Jiang Han, a senior researcher at Pangu Think Tank, said in an interview with Sino-Singapore Jingwei, "It's impossible to say whether the price of other films will be cut, but I think it is more likely that the price will be cut."

　　Jiang Han pointed out that as far as the Spring Festival is concerned, the most critical golden period has passed.

Previously, high ticket prices have widely caused dissatisfaction, and the price reduction will help boost consumers, especially some audiences who are "price sensitive but insensitive to time". effect.

(Sino-Singapore Jingwei APP)

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