【Deep Perspective】The Spring Festival movie is on fire, why did the elderly audience fall into the "movie-watching quagmire"?
The Spring Festival film market is in full swing, with one after another good films, however, in this movie boom, the elderly audience is quietly facing the dilemma of "difficult to watch movies". 82-year-old Uncle Lu wanted to enjoy a movie feast in the theater, but was repeatedly blocked, what are the unknown problems behind this?
After in-depth investigation, we found that many theaters are pursuing modernity and convenience, while ignoring the special needs of elderly audiences. Although modern technological means such as self-service ticket purchase and online payment have brought convenience to young people, they have become an insurmountable gap for elderly audiences who are not familiar with these operations. They looked at the cold self-service machines and could only shake their heads and sigh helplessly.
In addition, the lack and ambiguity of film scheduling information is also a major problem faced by elderly audiences. Although some theaters provide film scheduling information, the font size is small and the location is hidden, which is often difficult for elderly audiences to find. They walk into the theater and feel like they're lost in a sea of information and can't find the movie they want to watch.
What makes elderly audiences feel even more helpless is the huge difference in the price of online and offline movie tickets. In some theaters, offline ticket prices are significantly higher than online ticket prices, which puts a lot of financial pressure on elderly audiences. The ambivalence that they want to enjoy the movie while worrying about spending too much is deeply sympathetic.
In addition to the above problems, the service attitude of the theater is also an important factor affecting the viewing experience of the elderly audience. The service staff of some theaters have an indifferent attitude towards the questions of the elderly audience, lacking patience and enthusiasm, which undoubtedly makes the elderly audience feel more helpless and lost in the process of watching the movie.
To sum up, elderly audiences face many difficulties and challenges in the process of offline movie watching. In order to improve their movie-going experience, theaters should adopt more humanized service measures. For example, a special service window for elderly audiences will be set up to provide clear and easy-to-see information on film scheduling, narrow the difference between online and offline ticket prices, and strengthen the training of service personnel to improve their service awareness and service level.
In this era of increasing prosperity in the film market, we should pay attention to the needs of every audience, especially those elderly audiences who are easily overlooked. It is hoped that relevant departments and theaters can take active action to create a more friendly and comfortable viewing environment for elderly audiences, so that they can enjoy the happiness and satisfaction brought by movies in their later life.