3D glasses will no longer be provided for free during the epidemic
Beijing Yaolai, Womei and other cinemas "new regulations" for movie viewing have been questioned
■Our reporter Meng Gangwen / photo
In response to the provision of extra charges for glasses when watching 3D movies, the China Consumers Association has long stated that it is a typical "unequal standard clause" and is suspected of violating the "Consumer Rights Protection Law".
However, a reporter from "China Consumer News" recently visited and found that some theaters in Beijing did not provide 3D glasses for consumers for free on the grounds of epidemic prevention and control, and asked consumers to buy or rent 3D glasses to watch movies at their own expense.
3D glasses are required to watch movies
Ms. Zhang from Beijing recently reported to a reporter from "China Consumer News" that before and after the Spring Festival of the Year of the Tiger, she was in the Changying Store of Womei Cinemas (hereinafter referred to as Womei Cinemas) and Yaolai Jackie Chan Cinemas Ciyun Temple Store (hereinafter referred to as Ciyun Temple) When watching a 3D movie in Sparkle Roll Studios, they were told by the studio staff that the studio does not provide 3D glasses for free, and consumers need to buy or rent 3D glasses in the studio.
As a last resort, Ms. Zhang had to spend 4 yuan to buy two pairs on the spot.
"In the past, the theaters provided 3D glasses for free, but recently I found out that they were charged. In addition, I bought them a long time ago. There are already more than a dozen pairs of 3D glasses at home. It is too wasteful to buy them repeatedly."
Before the Spring Festival, a reporter from China Consumer News came to Womei Cinema as a consumer and found that many viewers had purchased tickets to watch the 3D movie "Full House of Magic".
When queuing up, the reporter found that some viewers brought their own 3D glasses, and some did not.
The staff at the service desk said: "Visitors who do not bring their own 3D glasses can rent it at the machine next to it, and the price is not expensive."
The reporter saw that there is a rental machine for sharing 3D glasses next to the service desk of Womei Studios. The front of the machine is marked with "rental fee for each pair of glasses: 2.5 yuan / 4 hours" in large font, and the method of use is marked "Prepaid". After the deposit, the 3D glasses can be taken out from the machine, and after the movie is returned, the rent will be deducted directly from the mobile phone..." The reporter scanned the code with the mobile phone to log in and saw that the default option on the page was "High-definition sterile glasses", the relevant page It shows that 3D glasses are available in adult models, children's models and clip-on models, all of which are packaged sterilized glasses and cost 2.5 yuan/4 hours.
In addition, there are "IMAX glasses" and "Cinema ordinary glasses" options.
The reporter tried to choose "ordinary cinema glasses" and found that a deposit is required, which is free within 4 hours, and charges 0.1 yuan per hour after the excess. This kind of glasses is not individually packaged.
During the interview, the reporter also found that the staff did not take the initiative to inform the audience that they could "rent for free" when selling tickets.
Glasses rental fee: 2.5 yuan / 4 hours", the audience easily misunderstands that they can only pay for rental. On the relevant online ticket purchase page of Womei Studios, the reporter found that "the studio does not provide free 3D glasses, please bring your own or Go to the front desk to buy" prompt.
At about 4 pm on February 6th, a reporter from "China Consumer News" also came to Yaolai Cinema as a consumer, and encountered many audiences who were ready to enter to watch the 3D movie "Bear Infested, Return to Earth", the service desk The staff reminded viewers without 3D glasses from time to time to "buy 3D glasses at the front desk".
The reporter saw that the audience will get a voucher after paying a fee of 2 yuan at the front desk, and then use the voucher to get the 3D glasses at the ticket gate.
At the scene, the reporter did not find any prompt information that 3D glasses need to be prepared or purchased by the audience.
The staff said that from 2021, the theater will not provide 3D glasses for free.
On the relevant online ticket purchase page of the theater, the reporter also found a reminder that "3D glasses need to be prepared or purchased".
Cinemas claim to be charging for coronavirus reasons
When the reporter questioned why they did not take the initiative to provide free 3D glasses, the staff of Yaolai Studios said that before the epidemic, 3D glasses were provided for free, but now, due to the needs of epidemic prevention and control, the theater has problems in cleaning and disinfection of 3D glasses. quite a few questions.
Hope that consumers bring their own or buy 3D glasses is actually out of consideration for consumer health.
What about other theaters in Beijing?
The reporter's investigation found that in addition to the above-mentioned theaters, some theaters also stopped providing 3D glasses for free to the audience due to the epidemic.
For example, on the Yidian APP, the theater will have a notification or prompt for the use of 3D glasses in the specific "seat selection" interface or in the "featured service" area.
On February 13, a reporter from "China Consumer News" found that K. Wah International Cinemas Vitality Oriental Store marked "During the epidemic, the cinema will not provide public 3D glasses, please bring your own or buy 3D glasses"; Poly International Cinemas The Dongba store shows that "to watch 3D movies, you need to bring your own or buy your own glasses (clip, adult and children's glasses are 2 yuan each)"; Paragon Studios International Trade Store and Broadway Studios (APM shopping mall store) are marked with "3D The price of glasses is 5 to 10 yuan"; the Feng Garden Drive-in Cinema Chaoyang Park store shows "3D glasses self-service rental cabinets each 200 yuan deposit, 2 yuan rental cabinet platform fee".
In addition, the reporter's investigation found that some studios have simple and clear labels on whether to provide 3D glasses for free, while others are "secret".
For example, the Wangfujing Store of Hengdian Movie City marked "3D glasses are required to watch 3D movies", but did not specify whether it was charged; Suning Cinemas Ciyun Temple Branch marked as "Free 3D glasses, clip-on glasses are charged", but did not specify the specific Charges.
The reporter also found on the review APP that not all theaters have charging prompts for 3D glasses, and even if there are prompts, most of them are not obvious, and it is difficult to find if you do not look carefully.
Forced rental and sale of 3D glasses
The reason given by many studios for not providing 3D glasses for free is the epidemic.
The reporter's investigation found that the relevant departments do not have such regulations, and some theaters should not provide 3D glasses for free on the grounds of the epidemic.
The reporter consulted the "Guidelines for Epidemic Prevention and Control of the Reopening of Film Screening Venues (Third Edition)" issued by the China Film Distribution and Projection Association, and it was clearly stated in the item "Audience Access Management" that the attendance rate of each show should not exceed 75%.
The "Beijing Film Screening Venues Reopening Epidemic Prevention and Control Guidelines" pointed out that items that the audience directly touch, such as seat armrests and 3D glasses, will be disinfected once per session.
In the "Notice on Further Strengthening the Epidemic Prevention and Control of the Current Cinema" issued by the State Film Administration in August 2021, there are strict disinfection frequency requirements for items that are directly contacted by the audience, such as seats and 3D glasses.
But none of the above mentioned that the theater does not provide 3D glasses for free.
In fact, the reporter's investigation found that there are still a lot of theaters that provide 3D glasses for free. At present, many theaters including Wanda, Jinyi, etc. still provide 3D glasses for free. Although these theaters also sell 3D glasses, they are not free. The service providing 3D glasses is cancelled.
As early as 2019, the China Consumers Association pointed out that 3D glasses are a must-have item for watching 3D movies. Consumers purchased movie tickets according to 3D fares, but did not enjoy the corresponding services, which belonged to "unequal terms" and purchased 3D at their own expense. It is illegal for a cinema to pass on its own obligations.
The China Consumers Association pointed out that the theater separates its own service obligations and transfers it to consumers, which increases the burden on consumers and violates fairness and integrity. It is a typical "unequal standard clause" and is suspected of violating "Consumer Rights Protection". Article 26 of the Law stipulates: "Operators shall not use standard terms, notices, declarations, store notices, etc., to exclude or restrict consumers' rights, reduce or exempt operators' responsibilities, and aggravate consumer responsibilities, etc. Fair and unreasonable regulations."
Chen Yinjiang, deputy secretary general of the Consumer Rights Protection Law Research Association of the China Law Society and an invited researcher of the Consumer Protection Law Research Center of the University of International Business and Economics, said in an interview with China Consumer News that consumers are provided free of charge products that meet hygiene requirements. The qualified 3D glasses are the obligation of the theater, and the theater shall not force or mislead the rental and sale of 3D glasses.
It is understandable that theaters provide higher-quality paid services, but the premise is that they must also provide free 3D glasses for consumers to choose, and the paid services must be clearly marked, and it is strictly forbidden to force or mislead consumption. If the theater refuses to provide free 3D glasses that meet the requirements 3D glasses, or there is misleading consumption behavior, consumers can keep relevant evidence, complain to local consumer associations or relevant administrative departments, and protect their legitimate consumer rights.
●Reporter's Notes
Do not lose big in theater operation
The issue of charging for 3D glasses in cinemas is an old topic, not only in Beijing, but also in many parts of the country. It seems that cinemas do not provide 3D glasses for free. It seems that it has become an unspoken rule for some cinemas, which is a blatant violation of consumer rights.
As early as 2019, the epidemic had not yet occurred, and the film market was in full swing. In the face of the increasingly fierce charging trend of 3D glasses in the film market, the China Consumers Association pointed out that the behavior of cinemas requiring consumers to buy 3D glasses to watch 3D movies is a service that cinemas should undertake. The obligations are split and passed on to consumers, which increases the burden on consumers and violates the principle of fairness and honesty.
After that, many theaters actively rectified.
After the outbreak, the movie theater seemed to have a hard time. Therefore, the movie theater charged more money under the guise of epidemic prevention, which seemed to win more sympathy.
But is it really good to do this?
It is undeniable that the current life of the movie theater is indeed worse than before the epidemic.
Statistics show that this year's Spring Festival audience has dropped by 50 million compared with last year, hitting a new low in five years. It is only due to the high ticket price that the movie box office exceeded 6 billion yuan, creating the second highest in the history of the Spring Festival.
In recent years, the movie market has shown a downward trend, but consumers in third- and fourth-tier cities are more sensitive to ticket prices. What is even more worrying is that young people who are the main force of movie watching have a reduced desire to enter the theater.
According to Maoyan data, the proportion of moviegoers under the age of 24 has continued to decline in recent years.
This aspect is related to the high ticket price, as well as the popularity of short videos and streaming media, and the rise of new entertainment methods such as script killing and secret rooms. Young movie viewers are being diverted.
Therefore, how to let more young people enter the theater has become an important issue.
From the perspective of theater operation services, providing good services is undoubtedly a great tool to attract young people.
Providing 3D glasses for free is not only the performance of the theater's service obligations, but also the embodiment of quality service, which can reduce the audience's rigid expenditure, invisibly add points to the market competitiveness, and win the audience's favor and praise. This is obviously important to the development of the theater itself. Very helpful.
It can be said that whether to provide free glasses is related to the service quality and market reputation of the theater, and refusing to provide free glasses is not only suspected of illegal, but also short-sighted.
Although the cost of ordinary 3D glasses will not make people feel "flesh", if they are legally defended by "careful" audiences, it is bound to seriously damage the brand image of the theater.
Therefore, theaters should carefully weigh the pros and cons, and do not lose the big because of the small.
(Meng Gang)