The Spring Festival of the film has come to an end, and the market has shown a mixed trend of ups and downs.
On the one hand, the box office of the movie exceeded 6 billion yuan, creating the second highest box office in the history of the Spring Festival.
On the other hand, the number of viewers decreased by 50 million compared with last year, hitting a new low in five years; topics such as expensive fares once made it to the hot search list, and even led to reselling chaos.
Commodity prices are affected by the relationship between supply and demand. The hot Spring Festival movie market has always been a battleground for military strategists. In addition, the labor cost of theaters during the Spring Festival is higher than usual, so the increase in ticket prices seems reasonable.
In the past two years, due to the impact of the new crown pneumonia epidemic, theaters have generally been hit hard, with high costs and poor profitability. Raising prices during key schedules such as the Spring Festival holiday can be regarded as a self-help behavior.
However, it should also be noted that some audiences complain about the high ticket prices of movies, not entirely because the price increase exceeds the consumption level, but more because the quality of the works is lower than expected, which intensifies the psychological gap of consumers.
The quality of the film is worthy of the high ticket price in order to make consumers feel value for money.
Otherwise, it is not surprising that consumers spend more money and waste time, causing dissatisfaction.
Judging from the performance of this year's Spring Festival film market, although there are bright spots, some works are still far from the expectations of the audience.
At the same time, the overall supply of high-quality content is insufficient, which further aggravates the head effect and keeps the ticket prices of popular movies high.
Under the catalysis of technology, the entry threshold of the film industry is getting lower and lower, but it seems that there are not more and more works that can make money.
At present, it is still difficult for many films to be released in theaters, and most of the films released in theaters are also difficult to make money.
In addition to the epidemic factor, it is more important to find the reasons from the works themselves: lack of exciting stories, insufficient technological innovation, homogenization of content and routines, all of which affect the viewing experience.
In recent years, the film market has shown a downward trend, and the number of theaters in third- and fourth-tier cities has steadily increased, becoming a new growth point in the industry.
However, compared with first- and second-tier cities, consumers in third- and fourth-tier cities are more sensitive to ticket prices. When setting prices for cinemas in different regions, it is necessary to fully consider the consumption level and affordability of the audience. Otherwise, excessive ticket prices will be harmful to emerging markets. development and sustainable development.
In recent years, with the increase of income levels, consumers' demand for movie viewing has become increasingly strong, which is both an opportunity and a challenge for domestic movies.
If theaters want to continue to make profits, they must rely on box office sales, but after all, theaters sell movies, not seats.
It is not only difficult to save oneself by relying on price increases to increase the box office, but it will also fall into the embarrassing situation of "fishing out of water".
Only by paying close attention to quality, intensive cultivation, and practical improvement of consumer experience can the box office become popular for a long time.
Guo Cunju