The price hit a new high, and the "sky-high" movie tickets for the Spring Festival scared away one-third of the audience. Who is to blame for this?

The "most expensive movie ticket" mentioned in the Spring Festival every year has finally offended the public this year. If the total box office can still rely on high ticket prices to save face, then the big diving of movie attendance is the last fig leaf in the China film market-the number of movie attendance in the second day of this year has dropped by a quarter compared with that in the first day, compared with the same day last year, the number of movie attendance in the second day has dropped by about 30%, and that in the third day has dropped by about 40%.

It is rare for the Film Bureau to send a notice in person, saying that "the high ticket prices have affected the overall image of China films, and the audience reacted strongly to negative emotions. The National Film Bureau is highly concerned about this. Please ask all film management departments and cinemas to quickly adjust scientific pricing! " After the notice was issued, the national air ticket price began to decline slowly, but the decline was still very limited.

The sky-high movie tickets scared away a third of the audience. Who is to blame for this? During the Spring Festival this year, the issue price of a movie rose by 5 yuan at the beginning, which means that the lowest price of a movie is basically 38 yuan (including the ticket platform service fee). Unless there is a replacement ticket, or a new store pays for itself to attract tourists, a movie ticket of more than 40 yuan is already a very low price, and the theater can't make much money;

Secondly, during the Spring Festival, cinemas have to pay employees three times their salary. Originally, the operating cost was much higher than usual. With the general increase in prices, it is inevitable that the ticket price will become more and more expensive.

Many cinema people also said that although the price reduction can invite the frightened audience back, after all, the total box office will be reduced, and the operating pressure of the cinema is still hanging on the line, so even if it is scolded, the price will be raised. Some cinemas can earn back one-third of the cost in a Spring Festival, so we should strive for it.

Many people who don't often go to the cinema still have an impression of a ticket1movie ticket in the era of 9.9 yuan a few years ago. It is rare for Spring Festival travel rush to open the ticket purchasing software once, and the psychological impact is bound to be great. With the development of ticketing platform entering a stable period, there are fewer and fewer replacement tickets, which is also one of the reasons for the high ticket price.

A number of cinema managers said that except for a few large chain cinemas, the price increase of many local cinemas is not obvious. This year, the audience has such a strong rebellious mood, which may be more because they feel "not worth it" than because of the high ticket prices.

Last year, there was a retaliatory movie before the Spring Festival, which constantly set a new record. Later, Hi and Mom, who moved the whole people, followed, and two large town fairs of about 5 billion orders of magnitude ignited the market.

This year's Black Boy Not Too Cold sells well, but it is not up to the level of Hi Mom. Only Watergate Bridge has a good reputation and sells well, but Watergate Bridge has a long time and relatively few films. "Miracle Fool" has a good reputation, but if it is not sold, "Four Seas" has a bad reputation. ...

Conclusion A cruel fact is that, in fact, regardless of whether movie tickets are expensive or cheap, cinemas are slowly losing audiences. This is not only a problem in China film market, but also in the world film market.

The epidemic that has lasted for several years has fundamentally shaken the lifestyle and consumption habits of human beings, and fewer and fewer people are willing to go out of their homes and spend time watching movies in cinemas. Now the film market in China is still experiencing the "cold winter" in the film and television circle, and the literal weather is the cold winter. People prefer to stay at home, surf the Internet, play dramas and play games.