Tickets for the movie "roadshow" are thousands of yuan! Who is making a profit behind the "evolution of the road"? The reporter investigated →
Many new movie release promotions will arrange "movie roadshows" in theaters, that is, arrange the main creators and leading actors to meet with the audience during the movie-watching sessions. Because of the presence of celebrities, this method is respected by many fans, and the ticket price is often fried to hundreds or even thousands of yuan. Who is selling these high-priced "roadshow" tickets?
Enter the keyword "movie roadshow" on a second-hand trading platform, and you can search for a large number of information about fans purchasing and reselling movie tickets from all over the world. Among them, the highest price is a roadshow of the movie "Hiding from the Sky and Crossing the Sea" in Shenzhen, with a price tag of 1000,<> yuan. The seller said, "There are not many ticket sources, and you need to hurry up to make an order." At an offline roadshow event in Chaoyang District, Beijing, many scalpers disguised themselves as fans to enter and exit. Some of them are collecting tickets, some are looking for buyers.
The reporter visited and learned that the roadshow information is often released through the filmmaker's official Weibo, WeChat or the theater that held the roadshow. Tickets are also obtained in different ways, with some selling tickets publicly and others giving away tickets internally. Taking Beijing as an example, roadshow tickets are not sold to the public, and the audience needs to sign up for the viewing group, which will be randomly drawn according to the number of seats in the theater. However, during the movie promotion cycle, a large number of fans have insufficient information and are eager to chase stars, which gives scalpers an opportunity.
Where do high-priced roadshow tickets come from? There are many scalpers in the channel
While not being sold to the public, all kinds of high-priced scalpers are flowing out. Where do these resold roadshow tickets come from? Who is profiting behind the "road evolution"?
The reporter chose a recent roadshow in Beijing that attracted a lot of attention on the second-hand platform for consultation, and the other party claimed that "as long as 450 yuan, you can enter your identity information in advance and sign in directly to the scene to exchange tickets". But when the reporter asked what kind of ticket it was, the other party did not reply, but kept urging, saying that "if you don't submit your identity information, the registration will be closed." How did the group participate in the roadshow did they come from, and could they be successfully redeemed? In order to further understand the situation, the reporter finally paid the relevant fees and arrived at the scene in advance on the day of the roadshow as required.
Viewing group staff: This is a chartered venue, two different viewing groups, one viewing group and one hall. We're all free of charge.
Since he did not receive the text message, the reporter contacted the scalper again, but the other party refused to answer, and told him on WeChat, "Don't say that you bought it outside, just say that you won the lottery, report the information directly, and don't even need to take out the electronic invitation letter to show them." Then the reporter took his ID card and successfully redeemed the movie ticket and checked the ticket according to the scalper. The so-called roadshow ticket is actually the winning qualification of the fan, and the scalper can redeem it as long as the buyer's information can be entered into the organizer's winning signature list.
According to industry insiders, in order to publicize the effect, the organizer will generally use the method of chartering to invite guests to participate in the roadshow, and there are indeed some ticket sources flowing out in the process. In order to maximize profits, the cinema chain may hope that the ticket price will be sold higher, and the possibility of joint speculation with scalpers is not ruled out.
A staff member of a film publicity and distribution company in Beijing: It is possible that the scalper has already applied for the quota of the viewing group, and the viewing group gave him the qualification. Because unlike concerts, it is difficult to verify one-on-one real name.
The person in charge of a movie theater in Beijing: As soon as the theater releases tickets, scalpers will buy them first, and buy 150 tickets for a total of 100 seats. If you can't buy it, scalpers will give you an invoice through the star studio, or the "big V" channel. (CCTV Finance)