It is estimated that the resumption of business should be fast
Wanda movie city Shanghai Zhoupu Wanda Plaza store is one of the cinemas with high box office in Shanghai. According to the data of Lighthouse professional edition, in 2019, the ticket room of the cinema reached 29.39 million yuan, ranking 12th among all cinemas in Shanghai.
During the epidemic, the movie city once set up a stall in the mall to sell popcorn, chips and other snacks. On May 18, when the reporter of Securities Times arrived at the movie city, the doors and windows of the movie city were closed and there were no employees working. Through the fence iron gate, we can see that there is thick dust on the doors, windows and floors of the movie city, and there is no sign of resumption of business.
Kangqiao store and Chengshan Road store of Wanda Movie City, which are located in Pudong New Area, are similar. When the reporter arrived, the two stores were unattended, all the lights were not turned on, and the machinery and equipment were placed in disorder. A notice posted at the gate of Chengshan Road store of Wanda cinema shows that the cinema has been closed since January 24. Reporters have called Wanda studios, China film star beauty and many other theater customer service calls, but in a suspended service or no answer state.
When the cinema began to close on a large scale, it coincided with the opening of the Spring Festival archives, and the copies and publicity materials of the cinemas popular films were ready. The reporter saw that at present, there are still giant posters and brochures in front of many cinemas for the Spring Festival popular films such as Chinatown detective 3, emergency rescue and mother in distress produced in January.
However, there are also studios that are preparing to resume operations. In a happy blue ocean movie city in a shopping mall in Pudong New Area of Shanghai, the reporter saw that although the gate of the movie city was still closed, the lights were on in the store, and some employees were preparing for cleaning. During the interview, the reporter met the audience who planned to come to watch the film from time to time.
As the specific resumption date is unknown, the main work that the cinema can do at this stage is cleaning, preventive disinfection, ventilation and other epidemic prevention work before screening.
It is worth noting that at the end of February and the beginning of March this year, a small number of theaters were temporarily reopened, among which CGv cinema Shanghai Fudi vitality City store was one of them.
A notice posted at the gate of the movie city on March 1 said that after the resumption of business, the movie city will carry out temperature detection, control the attendance rate at about 50%, and implement other anti epidemic measures such as watching movies in separate seats. When the reporter arrived, the gate of the studio was still closed and there was no sign of resumption.
We havent received the news of the resumption of business yet. All the employees are still squatting at home and have been stopped for more than 100 days. Zhang Bin told reporters, its better to wait patiently. Maybe there will be news in these two days.
Now we just want to start first. The opening time is too late. Its not good for enterprises and practitioners. Zhang Bin believes that the cinema is basically in a loss state at present, and only when it is running slowly can the industry gradually recover. As for the attendance rate, it is not the most worth considering factor at present.
After the resumption of cinema business, film source is another issue of great concern. At present, the release time of the most concerned films during the Spring Festival has not been announced, and the film key released at the end of January has expired. For theaters, remaking old films may be the only way to do it.
As early as March, China Film Co., Ltd. has announced that it will provide copies of released films such as China partner, war wolf 2 and wandering earth. The proportion of sharing accounts of these films is 0%: 100%, that is to say, the distributors and film makers do not share accounts, and the cinemas can obtain all the screening income.
Now there is no movie source in the cinema, even if it is opened, there is no movie to play. So the resumption of cinema business this time requires the upstream and downstream to move together, which is the real resumption of business. Zhang Bin told reporters.
Self help: theater manager enters the Live Room
If the cinema is closed for a long time, it will inevitably face serious losses. In order to reduce the loss, most theaters adopt the way of offline closing and online business.
Snacks and drinks are important sources of income for theaters. During the period of closure, most cinemas still maintain online sales channels, mainly selling popcorn, beverage and other food exchange vouchers, which can be exchanged normally after the cinemas resume business. However, the sales page data of most theaters shows that the sales situation is not ideal.
In order to lock in the audience in advance, most of the cinemas membership cards and coupons are also on sale. Some theaters also offer more favorable viewing packages. For users who hold various membership cards, coupons and exchange vouchers, major studios also basically offer extension policies. If Wanda film announced earlier, the validity of the national film exchange coupons and Wanda joint membership cards expiring before June 30 will be extended to September 30 in a unified way; the earlier regional film exchange coupons that have been extended to June 30 will be extended to December 31 of this year. During the epidemic, many of the theaters began selling products by means of tiktok and live goods. Since April, many movie theaters in Wanda city have been carrying out live broadcast of the tiktok. Since the May Day holiday, Dadi cinema has also organized its studio managers to broadcast live together with the anchor. The products sold in the studio mainly include all kinds of movie derivatives, dolls office, snacks, signed posters and movie tickets. Dadi cinema staff told the securities times that the live broadcast is still ongoing. Compared with the simple sales of goods, the effect of live delivery is obviously better. Source: Securities Times Author: Wu Zhi editor in charge: Wang Xiaowu_ NF
During the epidemic, many of the theaters began selling products by means of tiktok and live goods.
Since April, many movie theaters in Wanda city have been carrying out live broadcast of the tiktok. Since the May Day holiday, Dadi cinema has also organized its studio managers to broadcast live together with the anchor. The products sold in the studio mainly include all kinds of movie derivatives, dolls office, snacks, signed posters and movie tickets.
Dadi cinema staff told the securities times that the live broadcast is still ongoing. Compared with the simple sales of goods, the effect of live delivery is obviously better.