Red Star Observation | Movie tickets are expensive, and the audience is less? A number of Spring Festival films have lowered their settlement prices

Although the Spring Festival stalls of the Year of the Tiger have come to an end, the topics related to the Spring Festival stalls are still continuing.

Following the movies "Sniper" and "Chosin Lake Watergate Bridge", on February 9, "Miracle Stupid Child" also announced that the settlement price was lowered, becoming the third film in this year's Spring Festival file to reduce the settlement price.

Miracle Stupid Kid announces a cut in the settlement price

Why did many Spring Festival films announce a reduction in settlement prices? What impact does this move have on the film market? On February 10, Red Star News reporters interviewed industry insiders on the matter.

The latest phenomenon: a number of Spring Festival films are competing to reduce the settlement price

On February 9, China Film Digital Film Development (Beijing) Co., Ltd. issued a notice to various cinema companies across the country on the adjustment of the settlement standards for the film "Miracle Stupid Child", showing that the filming party of "Miracle Stupid Child" has adjusted the settlement standard since February 11, 2022 (inclusive): digital 2D - 30 yuan / person (time); IMAX2D - 40 yuan / person (times). At present, the box office of the film has exceeded 850 million.

On February 8, Huaxia Film Distribution Co., Ltd. issued a notice to various theater companies and theaters on the adjustment of the box office settlement standard of "The Watergate Bridge of Changjin Lake", showing that the filmmakers decided to adjust the box office settlement standard of the film from 00:00 on February 11, digital 2D, China Giant Screen 2D: national unified 30 yuan / person (times); IMAX2D: national unified 40 yuan / person (times).

Sniper poster

On February 5, Zhang Yimou's film "Sniper" announced that the minimum settlement price with the theater was reduced to 35 yuan / person (times) in category A and 30 yuan / person (times) in category B, which is also the first film in the 8 new films in this year's Spring Festival file to reduce the price limit.

A total of 8 new films were released in the Spring Festival of the Year of the Tiger, in addition to the much-watched "Water gate bridge of Chosin Lake", there are also "Miracle Stupid Child", "Four Seas", Zhang Yimou's father and daughter's "Sniper", comedy "This Killer Is Not Calm", three animation films "Pleasant Goat and Gray Wolf Basket Out of the Future", "Bear Haunting • Return to Earth", "Little Tiger Dun Big Hero". According to industry analysts, with the three films "Sniper", "Chosin Lake's Watergate Bridge" and "Miracle Stupid Child" announcing a reduction in settlement prices, the remaining films may also reduce the settlement price in order to impact the box office.

Netizens complained: "The most expensive Spring Festival stall in history" scared off the audience

"This year's movie tickets are a bit ridiculously expensive." "The Spring Festival stall is nearly 150 yuan to watch a movie!" The Spring Festival of the Year of the Tiger is known as the "most expensive Spring Festival in history", and even some viewers said that a movie ticket in the theater was as high as 179 yuan. The high ticket price has caused many netizens to complain, and many viewers have been dissuaded by the high ticket price, and the audience's enthusiasm for watching the movie has been seriously hit. Many people in the industry said that film consumption belongs to the category of mass consumption, and its ticket price should be within a reasonable range.

According to the data of Lighthouse Professional Edition: a total of 25.93 million tickets were issued on February 1, with an average ticket price of 56.1 yuan. In the days after the Spring Festival, although the ticket price has dropped, the average ticket price is also more than 50 yuan.

The Miracle Stupid Kid poster

According to the data of Lighthouse Professional Edition, the average ticket price of the Spring Festival slot in 2021 is 48.9 yuan, and the ticket price of the Spring Festival slot in 2019, 2018 and 2017 is 44.7 yuan, 39.7 yuan and 37.8 yuan. The data shows that the average ticket price of the Spring Festival movie in 2022 exceeded the 50 yuan mark for the first time, reaching 52.8 yuan. In 2022, the number of moviegoers in the Spring Festival slot hit a new low in the past four years, with only 114 million people, a decrease of 46 million from 2021.

Industry analysis: After the ticket price drops, some audiences will return to the theater

Tank Tank, founder of the public account "Film Intelligence Office" and film market data analyst, said in an interview with Red Star News that the film announced that the reduction of the settlement price was to reduce the average ticket price, "In the past, (the film side) would also do this, but this year it was done earlier, and in previous years it was only done after one month (of the film's release). Industry insiders said that the high ticket price will hurt the audience's enthusiasm for watching movies, and with the recent decline in the ticket price of the Spring Festival film, some audiences will return to the theater. The Red Star News reporter found that many netizens said on Weibo that the ticket price has dropped and will make up for the films that have not been seen during the Spring Festival.

Stills from "Chosin Lake No Shumun Bridge"

As for whether the price of movie tickets affects the audience's Spring Festival movie viewing, industry insiders "film market observers" said on Weibo: "This year's Spring Festival file is undoubtedly the most vivid classroom... The film industry as a whole is under pressure, and theaters and filmmakers have great expectations for the New Year file, and high ticket prices make the audience prohibitive. He said: "While increasing the supply of content and improving the level of creation and production, we must pay more attention to the audience, increase the study of the audience, especially in the context of the increasing dependence of the film on the holiday schedule, increase the study of the schedule, and actively act, such as expanding brand resources, increasing the linkage of different industries, and increasing the preferential efforts while draining each other, so as to benefit the audience and retain the audience." ”

Red Star News reporter | Zhang Shihao

Edited | Duan Xueying

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