Sino-Singapore Jingwei Client, February 18th (Xue Yufei, Wei Wei) The domestic film market was hot throughout the Spring Festival holiday. According to the data of the professional version of Maoyan, the box office for the Spring Festival of the Year of the Ox (February 11 to February 17) reached 78.45. 100 million yuan, nearly 160 million people watched the movie, setting a new box office record for the Spring Festival.
Cinema poster during the Spring Festival stall.
Photo by Zhang Yanzheng, Sino-Singapore Jingwei
During the seven-day long holiday, in some cities, movie tickets are hard to find. Some consumers say that in order to see a movie, they buy tickets two days in advance. In some theaters, even late at night, the theaters are still full of audiences.
At the same time, the price increase has become the most popular topic among viewers. The data of the professional version of Maoyan also shows that the price of movies in the Spring Festival stalls has gradually increased in recent years.
However, the Sino-Singapore Jingwei client found on the 18th that with the end of the holiday, the ticket price of some theaters has fallen.
High ticket prices have been complained, prices have risen every year
At the beginning of the holiday, crowds of people appeared in movie theaters in many places.
Liu Tong, who stayed in Beijing for the New Year, wanted to meet a friend to watch the movie "Assassination of the Novelist" on the second day of the Lunar New Year (February 13), but the two of them searched the Internet for Dongcheng, Xicheng, Chaoyang, and Fengtai districts. The cinemas were all full, and finally, they booked tickets for the fourth day of the Lunar New Year (February 15).
When a ticket is hard to find, the fare has risen.
Liu Tong on the third day (February 14) also went to see the movie "Hello, Li Huanying", but when I searched theaters that afternoon, I found that many theaters paid 90 yuan or even more than 100 yuan during the day, even at 10 o'clock and 11 o'clock in the evening. The number of shows is the same price, and most theaters have few seats.
Liu Tong felt that the fare was too expensive, so he bought a ticket for 68 yuan the next morning.
He said: "For the movie theaters I usually go to, the ticket price ranges from 30 yuan to 50 yuan, and the stalls for the Spring Festival have increased a lot. This is the first time I watched a movie in the early morning."
Netizens ridiculed the high price of the Spring Festival movie.
Source: Sina Weibo
Many netizens are also mocking the price increase of movie tickets.
A netizen posted: "The fare for Detective Tang 3 ("Chinatown Detective 3") is so high that I thought it was sitting on Liu Haoran's lap."
Compared with previous years, have movie tickets really increased in price?
To this end, the Sino-Singapore Jingwei client selected the data on the professional version of Maoyan and sorted out the comprehensive fare data of the top five films in the total box office of the Spring Festival in 2017, 2018, 2019, and 2021 (Note: due to the epidemic, 2020 The data of the Chinese New Year file does not have reference value).
During the 2017 Spring Festival, the combined price of the top five movies at the box office.
Source: Maoyan Professional APP
Data shows that during the 2017 Spring Festival, the combined ticket prices of the top five films at the box office were 39.5 yuan, 38.6 yuan, 35.5 yuan, 37.4 yuan, and 35.2 yuan; in 2018, they were 40.0 yuan, 38.7 yuan, 41.8 yuan, and 40.4 yuan. , 36.9 yuan; 47.6 yuan, 43.7 yuan, 43.5 yuan, 43.2 yuan, 41.5 yuan in 2019; 49.4 yuan, 48.5 yuan, 50.4 yuan, 46.5 yuan, 47.5 yuan in 2021.
During the Spring Festival of 2021, the combined price of the top five films in the combined box office.
Source: Maoyan Professional APP
Taking the current highest-grossing "Detective Chinatown 3" as an example, the combined ticket price during the Spring Festival in 2021 is 49.4 yuan; "Detective Chinatown 2" was released in the 2018 Spring Festival and was the highest-grossing movie in the Spring Festival that year. The combined fare for the Spring Festival stalls is 40.0 yuan.
From the above data, it can be roughly seen that during the four years from 2017 to 2021, the price of movies in the Spring Festival stalls has steadily increased.
Compared with 2017, the combined ticket price of the high-profile movies in the Spring Festival this year has risen by about 10-15 yuan.
If you extend the time, many viewers have caught up with the era of low ticket prices. It was common to watch a movie at 9.9 yuan and 19.9 yuan a few years ago.
Compared with the current high fares, the price is naturally higher.
Tight supply and demand drive fares to rise, and there has been a fall
What factors are helping to increase the fare?
Fu Yifu, director of the Consumer Finance Research Center of the Suning Financial Research Institute, analyzed that during the special time period of the Spring Festival, the national holiday has increased the demand for movies in the market, and the price increase is naturally inevitable.
As far as the Spring Festival this year is concerned, "Chinese New Year in situ" keeps a considerable number of viewers in first- and second-tier cities, further increasing the demand for movies in these cities.
Lu Jianmin, chairman and producer of Chunqiu Times Films, told the Sino-Singapore Jingwei client that the ticket prices for the Spring Festival stalls have indeed increased this year.
In the first half of 2020, cinemas basically did not open, and later there was an upper limit requirement for attendance, which resulted in greater pressure on the operation of cinemas. Therefore, cinemas will choose to increase prices to cope with rising costs.
"But then again, on weekdays, the audience may choose to live their lives carefully. When the New Year comes, based on the principle of'happy first', many people also accept the sudden increase in ticket prices." Lu Jianmin said.
Zhu Teng, general manager of Beijing Universal Art Cinemas Management Co., Ltd., also pointed out in an interview with Sino-Singapore Jingwei Client that the price increase of movie tickets is determined by market supply and demand, which limits the attendance rate and must be achieved through the price increase of movie tickets. Leveling.
Zhao Hailong, the founder of Lemu Media, who is engaged in national theater advertising operations, believes that movie ticket prices have risen since the release of the movie "Yu Bai", but the increase in the Spring Festival stalls will be higher than usual.
The rise and fall of ticket prices are related to many factors such as the market environment, the quality of the film, and the audience's viewing needs. If only the theater and the film party raise the price unilaterally, the audience will not pay.
The ticket price of a movie purchased by a viewer during the Spring Festival stall was 108 yuan, which was lowered to 69.9 yuan on February 18.
Source: Photo courtesy of respondents
Will movie ticket prices drop after the Spring Festival holiday?
A viewer told the Sino-Singapore Jingwei client that the ticket price of "Detective Chinatown 3" watched in a Beijing theater on the 16th was 108 yuan, and on the 18th, the ticket price for the same period in the theater dropped to 69.9 yuan.
The Sino-Singapore Jingwei Client compares Maoyan Movies and found that in Beijing, the price of movie tickets for 80 yuan and 100 yuan before the Spring Festival holiday has dropped to around 60 yuan.
On Weibo, some netizens also said that movie ticket prices on the 18th have dropped compared with those during the Spring Festival.
Fu Yifu believes that after the Spring Festival, the price of movie tickets will gradually return to the usual price.
Many netizens also said that after the Spring Festival, as the price of movie tickets drops, they will go to the cinema to watch movies they want to watch.
From a long-term perspective, Lu Jianmin pointed out that the fare will definitely increase, but it will not increase as sharply as the Spring Festival stalls.
In daily life, movies are only for flexible demand. Excessive prices will only discourage audiences. Audiences will only accept a steady and moderate increase in ticket prices.
If the price is raised too high for short-sighted purposes, it will trigger the audience's rebellious psychology.
Tang Tansan and Li Huanying became harvesters, and the stock price of film and television companies rose and fell
On February 18, the A-shares ushered in the first trading day of the Year of the Ox. Affected by the new high box office of the Spring Festival stalls, the film and television media sector opened higher after the opening, but then there was a rise and fall.
Share price performance of Wanda Cinema and Beijing Culture on the 18th.
Source: Wind
"Detective Chinatown 3", which raked in the box office of 3.55 billion yuan, became the champion of the box office during the Spring Festival this year. The play was produced by Wanda Films, Chinese Films and Beijing Yitong.
In early trading today, Wanda Movies rose nearly 7.21% at one time, and then turned from a rise to a fall in the afternoon. As of the close, it was reported at 22.02 yuan per share, down 2.57%.
Chinese films also gapped up and opened 8.37% in early trading. After that, the stock price fell back to close at 13.35 yuan per share, up 1.52%.
As the dark horse in the box office of this year's Spring Festival, "Hello, Li Huanying" has a total box office of 2.7 billion yuan during the Spring Festival. The producers of the show include Beijing Culture, Maoyan Entertainment, Ali Pictures, and Big Bowl Entertainment.
The daily limit of Beijing Culture's one-character board was closed at 6.25 yuan per share.
Alibaba Pictures, which is listed on the Hong Kong stock market, rose 34.58% as early as the day the market opened on February 16, and pulled back for two consecutive trading days on the 17th and 18th, falling 7.64% and 9.77% respectively.
Maoyan Entertainment rose for 3 consecutive trading days, with a cumulative increase of over 15%.
The New Era Securities Research Report believes that under the background of the epidemic control and the attendance rate of less than 75%, the box office of the Spring Festival in 2021 has reached a new high, which fully shows that consumers have strong demand for movies and are optimistic that the film industry will usher in a performance turning point in 2021 with the recovery of the epidemic .
"After this Spring Festival file, the theaters have basically recovered, but this year is still not optimistic." Zhu Teng said, the next will face a shortage.
Zhu Teng said that although the number of films shot has not decreased significantly, there are not many intentional and grounded films. Only when more high-quality films are released can the film and television industry really recover.
In addition, he said that due to the severe epidemic in foreign countries, many movies are either postponed or broadcast on streaming media. Therefore, he also hopes that more foreign high-quality movies will be released this year to avoid the aesthetic fatigue caused by the single taste.
The Huaan Securities Research Report also pointed out that "Hello, Li Huanying" came from behind with high-quality reputation, highlighting the long-term logic of "content is king" in the movie watching market.
It believes that in the short term, the strong performance of the movie watching market during the Spring Festival is expected to continue after the holiday. Therefore, based on the low base in 2020, the performance of related companies in the movie sector in 2021 will be more certain; in the long run, with The impact of the epidemic on the film sector continues to slow, and the focus of the film sector will focus on the supply of high-quality films and the improvement of the competitive landscape of theaters.
(Zhongxin Jingwei APP)
(The opinions in the article are for reference only and do not constitute investment advice. Investment is risky, and you need to be cautious when entering the market.)
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