On July 24, Zhu Junwen, general manager of Chongqing time city store in Dexin cinema, said that their cinemas were still closed.
At present, there are still many movie studios in Chongqing that have not resumed work, partly because they need to wait for the inspection of relevant departments, and the other part is that they need to solve the problems caused by the closure in advance. Especially in the case of property rent-free, because the state does not explicitly require that the property must be rent-free for cinemas for how long, the rent-free conditions given by many properties are still very difficult for the cinema owners to afford. Zhu Junwen said.
On July 20, 910 cinemas across the country returned to work, with a return rate of 8.1%, according to the lighthouse professional edition. The number rose to 2918 on July 23, with a return rate of 26.60%.
However, despite the rising rate of returning to work, the hard times of the film industry are still not over: the rate of returning to work in many places is lower than 20%, the ticket price is significantly lower than that of the same period last year, and the number of people watching a single show is less than 10
Zhu Junwen frankly said that after the epidemic, the industry needs to reconsider many problems. The first problem is survival. The biggest cost of cinema is cost. If this solution is not well solved, it is still difficult to survive even after returning to work.
The recovery of the film industry is still on the way.
Four places lead the way in returning to work rate
On July 16, the notice of the state film administration on orderly promoting the resumption of opening of cinemas under the condition of normalization of epidemic prevention and control proposed that low-risk areas could orderly resume the opening of cinemas on July 20, provided that all prevention and control measures for cinemas were effectively implemented.
As soon as the news of the day came out, the circle of friends of the filmmakers was full of joy. However, from the data of returning to work, the progress of returning to work in cinemas is not uniform.
For all filmmakers, returning to work is a very happy thing, we are riveting enough energy. On July 20, on the first day of the opening of the cinema, Zhu Junwen was still very excited about the resumption of work, even though he had not received a notice to return to work. In my circle of friends, some of the cinemas sold out on July 20.
Although there is no official resumption document in Chongqing on that day, the number of cinemas returned to work in Chongqing on July 20 was 0, according to the lighthouse professional edition. However, the number of Chongqing back to work cinemas has increased to 41 by July 23. There are only 20 cities in Xinjiang and 31 districts in Beijing.
In addition, as of July 20, there were no more than 10 cinemas in Hebei, Shanxi, Tianjin, Henan, Liaoning, Jilin, Hainan, Gansu, Ningxia and Heilongjiang provinces.
On that day, the fastest area to return to work was the Yangtze River Delta. According to the data, on July 20, 123 cinemas in Shanghai returned to work, with a return rate of 33.7%; 180 cinemas in Zhejiang returned to work, with a return rate of 23.3%; the two places ranked among the top two of 31 provinces in China on that day.
It is no surprise that the Yangtze River Delta cinema took the lead in the country at the beginning. The reporter of the 21st century economic report received a notice from the film projection Association of Zhejiang province that Zhejiang cinemas would adopt the report preparation system for the resumption of work, and each cinema would determine the time and number of cinemas to resume business according to their own situation.
Shi Liang, executive general manager of Dexin studios, which has 36 cinemas and is mainly based in the Yangtze River Delta, said in an interview with 21st century economic reporter that the pace of returning to work varies from place to place, perhaps because of the different approval conditions for the resumption of work in different regions.
Waiting for the blockbuster
Despite the rapid rise in the rate of returning to work, there are still many difficulties for cinemas all over the world.
In fact, returning to work will also face great difficulties. At present, we have 10 stores that have started to open business. After returning to work, the employees wages will be paid in full, and the rent and water and electricity will return to normal. However, the box office will not be able to get up all of a sudden, and food sales are not allowed. We can imagine the difficulties. In fact, even if there is no epidemic, it is very difficult for cinemas to survive in the fierce competition of cinemas. Shi Liang said.
The first is the fare. According to the data, the average ticket price has not exceeded 24 yuan since returning to work for five days. This price is significantly lower than the average fare of about 35 yuan in the same period last year. This is related to the fact that there are few new films released and most of them are re films.
Shi Liang said that cinemas will basically adopt a reserve price strategy for remakes. On July 20, there was only one new film, the first parting, and we were selling it at the lowest price. As for the later development, after this epidemic, we must have changed from attack to defense, and there was almost no plan to expand stores.
He further said that there will be a minimum price for each film, and the price will be different in different regions and different locations. According to his understanding, most studios are selling at the lowest price. This will continue for a while.
Zhu Junwen said that judging from the current national film arrangement and box office sales, although the number of new films released is very small, the new films are still more popular. Reruns can be used as a filler for arranging films. At present, low ticket prices are still adopted because most cinemas believe that it is more important for the audience to return after half a year.
From the present point of view, the new film for the fare increase is obvious. On July 24, the two new films, dorits fantasy adventure and the warrior of the blood, were released. The average ticket price on that day rose to more than 28 yuan, more than 7 yuan higher than the previous day.
Zhu Junwen said that the two films released on July 24 had already shown a pulling effect. At present, the box office of that day was five times that of the first day of returning to work. The box office of the whole day on July 20 was 3.527 million yuan, and that of July 24 as of 19:00 oclock was 17.5443 million yuan.
However, compared with low-priced tickets, the attendance rate is difficult to rise during peak hours, which makes cinemas more headache.
Its not realistic to see retaliatory growth after returning to work. The main reason is that there are 10 rows of seats, 10 seats in one row, and 4-5 seats at most after separation. If there is another row between the front and back, the hall of 100 will become about 20 people. In addition, who will sit in the front row? The staff of a cinema in Zhongshan City said.
The 21st century business reporter inquired about the lighthouse data. On July 20 and 21, 2019, the number of people watching a single film was about 20 because it was Saturday and Sunday. Then, on non weekend days, on July 22, July 23 and July 24, 2019, the average number of people watching a single scene is 8-10.
This figure is not different from the first three days after returning to work, but with the increase of the number of shows, the number of people watching a single scene will obviously drop on July 23 and 24, 2020.
Shi Liang said that of course, this has an impact on the profits of cinemas. If its the average attendance rate, the impact is not big. The average attendance rate of the cinema itself is not high. The average attendance rate in the whole country is only about 15%. However, the single attendance rate has a great impact, because during the peak period, it could have reached 70% - 80%. If we want to control it now, it will certainly have an impact.
What should I do? All filmmakers have only one answer to this - waiting for the blockbuster to be released.
In an interview with 21st century economic report, executive director of Foshan inkpark wenhuifang and operation director of Ocean times film city said that according to the current arrangement, films have been sold out. It is estimated that the number of viewers is 200-300 people / day, which is about 70-80% lower than that of previous years. It is hoped that more new films will be released.
Zhu Junwen pointed out that in the future, the number of film viewers will increase with the number of new films released. The degree of audiences enthusiasm for watching movies is directly related to the film quality, and more people will naturally watch good films.
There is no so-called retaliatory consumption, which will only increase the box office based on the improvement of film quality. The new film released on July 24, first of all, decided from the star lineup that it would certainly help to improve the box office. However, as it is still under strict control, the one-day box office performance is still much worse than that in the normal period. After that, new films will perform better and better under the premise of ensuring quality with the release of control requirements. He said. Shi Liang said frankly that the average person time can make a profit. If there is no person time, no matter how high the ticket price is. He said that the current number of viewers is in line with expectations, but only large films can lead to the so-called retaliatory rebound. Unless there is a big movie like Tang Tan Tan 3 that restores the audiences confidence, the cinema can return to normal. Now the film side is also waiting for the market recovery, so its useless for the cinema to have expectations. It still depends on the attitude of the film maker. At present, there are still many difficulties in returning to work. But the first step has already been taken. Extended reading U.S. stocks fell, technology stocks were thrown violently, Intel dropped 16% and the King returns! Nine years later, gold stands at $1900 again. Dongguan adjusts restrictions on the purchase of commercial housing: real estate certificates can only be traded after three years. Source: 21st century economic report editor in charge: Guo Chenqi_ NBJ9931
There is no so-called retaliatory consumption, which will only increase the box office based on the improvement of film quality. The new film released on July 24, first of all, decided from the star lineup that it would certainly help to improve the box office. However, as it is still under strict control, the one-day box office performance is still much worse than that in the normal period. After that, new films will perform better and better under the premise of ensuring quality with the release of control requirements. He said.
Shi Liang said frankly that the average person time can make a profit. If there is no person time, no matter how high the ticket price is.
He said that the current number of viewers is in line with expectations, but only large films can lead to the so-called retaliatory rebound. Unless there is a big movie like Tang Tan Tan 3 that restores the audiences confidence, the cinema can return to normal. Now the film side is also waiting for the market recovery, so its useless for the cinema to have expectations. It still depends on the attitude of the film maker.
At present, there are still many difficulties in returning to work. But the first step has already been taken.