Nine nine movie tickets will disappear? Malicious refunds will disappear? Producers, producers, publicity, online ticketing and theater lines are waiting for boots to land less than half a month before the National Day of 2018.
It is understood that the new deal mainly includes the following four aspects: suspension of online ticket supplement, including the issuer, producer, producer and the hospital line to provide ticket supplement (not mentioned by the propaganda side), sales price can not be higher than the settlement price, also can not be lower than the lowest ticket price; third-party sales platform service fees must not exceed two yuan, including The service side of the system charges 1 yuan, the online ticketing platform charges 1 yuan, and the courtyard line and movie projection are not allowed to participate in the distribution; the pre-sale of movies without a public release license is not allowed; the settlement period of the online platform for cinemas is changed from October 1 to 8, and the immediate settlement will be implemented on October 1, next year.
The aforementioned New Deal began to be brewed after the National Film Bureau was classified as the Central Propaganda Department. After its Three Decisions program was finalized, about a week ago, Chinese Film, Huaxia, Wanda, Bona, Poly and other film companies were invited to participate in the symposium, but Cats Eye movies, ticket laundering did not attend, a total of no more than 20 participants.
Several visitors told the Beijing News that this years box office market will not be affected by the New Deal, the New Deal oriented more positive, is a positive move to face market competition.
The convenience and benefits of the Internet are obvious to users, but prices are not so sensitive to them at the moment. Users will pay more attention to the impact of the content itself. This policy is a positive regression, indicating that the film market has returned to the market orientation from the original need to rely on ticket supplement stimulus, said Zhuo Wusheng, chairman of the Cultural Media Co., Ltd. of the United Film Federation.
Wu Jian, a veteran film analyst who has worked on several online ticket-buying platforms, said: Stopping the ticket subsidy may cause many price-sensitive movie viewers to give up watching movies, but it does not rule out that the platform reduces ticket prices in disguised forms such as red envelopes or under-the-line ticket schemes; the service revenue is genuinely reduced, and the service fee for a single ticket will be reduced by 1-3 yuan; Publicity licenses must not be pre-sold, so that all the films propaganda links are back to the same starting line; the reduction of the settlement cycle will greatly reduce the pool of funds deposited by the online ticketing platform due to the account period.
So, without the special fare of nine yuan and nine yuan, would the small town youth still want to go to the cinema? Is the online ticketing platform facing the biggest grey rhino? What kind of turning point will the New Deal bring to the whole industry chain of Chinese movies?
Ticket supplement: control of film flow valve?
In the new deal, the most attractive eyeball should not be banned.
In the middle of the entire film industry chain, ticket compensation is like a valve to control the flow, reasonable application can leverage the resources of the entire film industry chain with the smallest torque. On the one hand, it can improve the box office of the main movies, on the other hand, it can also affect the layout of the cinema, and form an interest community with the line group.
Tracing back to the origin, in fact, ticket subsidy is not springing up in recent years. In the era when all the users queue up to buy movie tickets, some publicity and issuers have given part of the funds as a subsidy to supply a small range of specific cinemas to reduce ticket prices and attract users to buy, thus realizing the ticket prizing.
By 2010, the rise of online ticketing platform, the United States Tuan, glutinous rice, public commentary and so on have made use of the ticket subsidy, introduced low-cost film tickets to seize the market. This has also indirectly increased the proportion of online ticket purchases by users, and by the end of 2013, the national online sales rate of movie tickets rose from almost zero to 22.3%.
In December 2015, when Guevara was acquired by the Doppler Age, the online ticketing market ushered in the first round of consolidation, which was the year with the highest reimbursement costs. According to Lin Ning, CEO of the Microfilm Age, in a previous interview with the media, he said, At least 4 billion yuan in votes, driving other purchases of 5 billion to 6 billion yuan.
In 2016, with the development of user habits, large-scale and extensive operation of ticket filling was greatly reduced. Producers, publicists and issuers began to make up precise tickets, which had become a tool for Internet publicity and a major means of boosting box office growth on the first day.
In September 2017, Cats Eye and Shadow Times announced the merger of ticketing business, the glutinous rice film industry market share decreased, the online ticketing market into the cats eye and ticket laundering duopoly era. At this point, in order to expand the market share, the online ticketing platform is also involved in the ticket supplement.
That is to say, there are two stock supplementary forces on the market, one is to compete for market share and ticket supplement online ticketing platform, the other is to improve the films initial attendance rate of production, production and publicity.
All this will come to an abrupt end in the coming of the new deal. There is still some uncertainty about the New Deal to stop ticket supplements. One is to stop all online ticket supplements, the other is that producers, producers and issuers ban Internet ticket supplements, and propaganda is not among them.
Cancel Butterfly Effect of ticket fill
Zhu Wusheng, chairman of Beijing Juju Film Federation Cultural Media Co., Ltd, said that the appearance of the ticket subsidy was necessary and inevitable. It was an early stage in the development of the film market. In order to increase the number of consumers, it also let more people out of the cinema, and historical achievements can not be denied. But with the late development, some people abused the ticket supplement and brought undue influence.
In his view, with the acceptance of tens of dollars of movie ticket sheets, the effect of ticket filling will decrease year by year. At this time, the competent authorities to introduce such a policy, will help regulate market behavior, to improve the quality of film also has a positive significance. We fully understand the reasons for this regulation and will strictly implement it in accordance with the requirements of the regulations, Shuo Wusheng told the Beijing News. The group has previously led and participated in the publicity of Heart Flower Road, Warwolf 2 and Player Behind the Curtain.
What are the effects of the cancellation of the ticket subsidy on the publicity and issuance process? Shuo Wusheng thinks that the ticket subsidy is a way to reduce prices for promotion, but in the process of film publicity, there are publicity materials, after-products, artists roadshow and other factors. When all movies stop making up, companies will be forced to work on other factors, such as improving the quality of movies, derivative services and various types of marketing, which may be more conducive to consumer upgrades.
As an online ticketing platform, the person in charge of the ticketing business responded to the Beijing News reporter, saying: We have repeatedly expressed the view that the voting supplement meeting should be cancelled. If the new deal really falls, then in the long run it will be a good thing for the entire film industry to return to the continued emphasis on content quality and platform products and sustainable development. The cat eye movie is not in response due to its listed silent period.
So how much does the two mainstream online ticketing platforms pay for their tickets? The prospectus for Cats Eye movies and Alis earnings can be seen.
The Cats Eye movie prospectus shows that its investment in content publicity in the first half of 2018 was $160 million, accounting for 22.4% of the total investment, up from $126 million last year. Alibaba Pictures Group reported financial results for the 15-month period ended March 31, 2018. During the reporting period, the Internet publicity and issuance division of ticket laundering made $2.659 billion in revenue, with a loss of $883 million. (the above two data will help to understand the situation of ticket filling, but whether all of them are filled for votes, not mentioned in the report).
When this part of the investment decreases, price-sensitive groups, such as our parents, low-income young people in the third and fourth tier cities, may reduce the number of movies, and users who have just been attracted to the cinema face the possibility of losing again, film analyst Wu Jian expressed concern to the Beijing News reporter.
But Shuo Wusheng thinks, Users wont miss a good movie by adding more than a dozen pieces, and they wont miss a bad movie by losing more than a dozen pieces. Chinas consumption upgrade rate is unparalleled in the world, the total increment of Chinas CDP is far higher than the box office total increment. Specifically, in the past three years, Chinas film ticket prices have stabilized in the range of 40 yuan to 60 yuan (excluding special screening halls), but the consumption capacity has been greatly improved, so the impact on the box office in the last two years will not be great.
In addition, there are online ticketing website related people told the Beijing News reporter that if the stop ticket subsidy, it can use red envelope way to subsidize users online, can also turn to off-line, with cinemas and other subsidies to cooperate, can adopt other subsidies to publicize.
Online ticketing market meets grey rhinoceros?
A close reading of the recent New Deal reveals that there are the most clauses for online ticketing platforms. Will this be the biggest grey rhino facing the industry shortly after birth?
Beijing News consulted cinema managers and executives such as Dadi Cinema, Bona Pictures and Poly, who believed that the New Deal had the greatest impact on the online ticketing platform. But after many years of development, Cats Eye movies because of the light media, Tencent, the United States troupes equity, in the traditional publicity, traffic entrance has advantages, ticket laundering in the film finance, publicity and distribution of digital experience has also accumulated, ultimately whether there is a decisive impact, not easy to judge in a short time.
The head of the ticketing business explained that although ticketing was the origin of its business, it has formed a quality content + new infrastructure two-wheel drive strategy, so the impact is not great. As an infrastructure ticket laundering platform is not only to serve the purchase of tickets, but also the best decision-making platform for users to watch movies. Its scoring, reviewing, and wanting to see the index are strong interaction with the audience. These are what we are doing now and what we are going to do in the future, which is in line with the future direction of the industry development, said the business leader.
As a partner of Cats Eye and Ticket Laundering for many years, Shuo Wusheng thinks that Cats Eye and Ticket Laundering play a significant role in helping the film sink and expanding the audience. The new ticketing policy, especially after the stop of ticket replacement, will be more consistent with the interests of online ticketing platform and producers, publicists and issuers, are based on expanding the market, sell more than one ticket to any party in the industrial chain has value.
The relative implicit effect is the account period problem. According to the Beijing News, the closing period of Cats Eye movies for cinemas was 30 days, and some of the small and medium-sized cinemas even stayed in February. Ticket laundering is a real-time settlement, but only for most of the cinemas with cloud systems installed, a small number of cinemas without installation and a certain period of time. In the New Deal, online ticketing platform is required to achieve 8-day settlement on October 1 this year and real-time settlement on October 1 next year.
Theaters have always been dissatisfied with the third-party settlement cycle, although the platform through the ticket subsidy and other means to enhance the number of theater audiences, but also lead to the audience to buy tickets stayed in the third party for a long time, not in time to the theater, affecting the cash flow and normal operation of the theater, the investment points. In an interview with Beijing Commercial Daily, Shen Shan, an analyst, said.
In the first half of this year, the amount of accounts payable for online entertainment ticketing and entertainment e-commerce services reached 1.356 billion yuan, according to Cats Eye Movie Book. Analyst Xu Shan believes that if the settlement cycle becomes real-time, Cats Eye may face the situation of returning a large amount of accounts payable, but also need to prepare a large amount of funds for future settlement.
Besides, in addition to the above worries, cat eye and pane ticket also need to face strong new rivals. Recently, the China Film Card system, launched jointly by the Film Bureau, the special office, China Film and Huaxia, has completed technical transformation and upgraded to a national online ticketing service platform. It will open up online and offline channels and complete online recharge, film ordering, seating and payment functions in a one-stop manner.
Does the entry of the National Team stir up the online ticketing market again? Questions worth considering.
Shuo Wusheng said that the Chinese film market is huge enough to accommodate two three or even four five ticketing websites, which I think is normal. And the emergence of more ticket platforms is conducive to a more balanced and balanced market for the development of each industry chain is conducive.
In addition, the online ticketing platform is equivalent to the cinemas export, and the cinema also has a back-stage ticketing system, connected with the film office system, so as to facilitate the film office to supervise the cinemas box office and collect film funds. The license qualifications of this backstage system are in the hands of seven platforms, namely, Man Tianxing, Phoenix Jiaying, Flamingo, 1905, Dingxin, Vista and Zhongxinhui. Under the new policy, Cats Eye movies and ticket laundering will be required to connect the data interface to the film office, which is equivalent to the film office at the same time the front-office sales and back-office ticket data. The most direct impact of this measure is to strengthen the control of box office theft, malicious refund, while the film office also has the ability to familiarize itself with user portraits, understand users. Source: Beijing News Editor: Luo Jiazhen _NBJS6445
In addition, the online ticketing platform is equivalent to the cinemas export, and the cinema also has a back-stage ticketing system, connected with the film office system, so as to facilitate the film office to supervise the cinemas box office and collect film funds. The license qualifications of this backstage system are in the hands of seven platforms, namely, Man Tianxing, Phoenix Jiaying, Flamingo, 1905, Dingxin, Vista and Zhongxinhui.
Under the new policy, Cats Eye movies and ticket laundering will be required to connect the data interface to the film office, which is equivalent to the film office at the same time the front-office sales and back-office ticket data. The most direct impact of this measure is to strengthen the control of box office theft, malicious refund, while the film office also has the ability to familiarize itself with user portraits, understand users.