Cinemas fought in the second and third tier markets, frequent expansion caused single theaters to decline

According to statistics, although the national movie box office increased by about 30% last year, the average box office of a single screen did not increase but decreased, from 1.63 million yuan to 1.08 million yuan, a drop of 550,000 yuan; Ranging from 10% to 40%. According to Guo Fengyu's analysis, the reason for this result is that the speed of theater development is faster than the speed of cultivating movie audiences. 'The increasing number of theaters has led to the diversion of audiences, the profits have been diluted, and the market competition has become more fierce.' 　　 The remaining warmth during the Spring Festival period, Valentine's Day will strike again, the theaters are all gearing up and riveting, hoping to be big in this short month Make a fortune. The reporter learned that although the box office of Chinese movies was as high as 13 billion yuan in 2011, the average box office of a single theater and a single screen has shown a downward trend, and the investment boom in theaters is facing difficulties in recovering investment. Guo Fengyu, manager of Shandong Oka New Century Cinema Line Co., Ltd. (hereinafter referred to as 'New Century Cinema Line Company'), told reporters that the decline in the box office of individual theaters and single screens is the inevitable result of the development and competition of the entire market, and all that can be done is to try to stop it. The rate of decline.　　 Theater growth is faster than audience growth. 　　　 At 7 pm on Saturday night, the reporter came to Luxin Cinema on Lishan Road. Although it was still in the Spring Festival period, except for the screening of 'Mission Impossible 4The data shows that although the national movie box office increased by about 30% last year, the average box office of a single screen did not increase but decreased, from 1.63 million yuan to 1.08 million yuan, a drop of 550,000 yuan; Range from 10% to 40%. According to Guo Fengyu's analysis, the reason for this result is that the speed of theater development is faster than the speed of cultivating movie audiences. 'The increasing number of theaters has led to the diversion of audiences, the profits have been diluted, and the market competition has become more fierce.' The reporter learned that in Jinan, investing in a new theater with more than 1,000 seats requires an investment of more than 20 million yuan; in the county town, a 500-seat theater It generally requires an investment of several million yuan. Guo Fengyu told reporters that it took five years for a theater to recover its costs when its operating conditions were at its best. Now it takes longer to recover its costs. Yang Shaoyi also emphasized that rent is the biggest pressure to recover investment costs. It is understood that China’s movie box office exceeded 10 billion yuan in 2010, and it achieved approximately 13 billion yuan in 2011. The average annual growth rate of China’s movie box office is 30%. Although it is driven by newly built theaters, it still has not caught up with the development speed of theaters. . As of the end of 2011, the total number of screens nationwide has increased from 6,200 at the end of 2010 to nearly 10,000, an increase of more than 50%; last year, more than 800 cinemas were added.　　 And it is not easy to train the audience. Many viewers said, “Many movies are just fine to watch at home, and it’s not worth spending so much money to go to the cinema.” 　　 Multi-party income generation meets the speed of slowing 　　　 Therefore, the means to attract audiences are endless. It is understood that Jinan not only has supermarket shopping points to send movie tickets, but also many theaters choose to cooperate with banks. For example, New Century Studios will launch activities such as swiping Qilu bank card for 10 yuan to watch movies during the Spring Festival period. China Everbright Bank also has similar discounts.　　 Industry insiders told reporters that not every cinema is eligible to participate in bank activities. The bank will only cooperate with the cinema if its scale and passenger flow reach a certain standard, because the part below the lowest ticket price is paid in advance by the bank.　　 It is understood that in 2011, Shandong’s movie box office revenue was more than 400 million yuan, and New Century Cinema’s box office revenue was more than 100 million yuan. The revenue of theaters can account for nearly 50% of box office revenue. However, in addition to box office revenue, theaters are also developing other revenue methods. 'Pre-film advertising and'small sales' are both a small part of the revenue generation,' Guo Fengyu said: 'If the pre-film advertising is brought by the theater itself, the income will go to the theater. If it comes with the movie, it must be the same as the box office. Divided into; “Shopping” is the retail of beverages and food, and this part of the income goes to the theater.” 　　 Many movies now take more than two hours, so during the viewing period, the audience will buy snacks, drinks, etc. to pass the time, and there are a lot of them. Audiences like to play video games, shopping, etc. before the film starts, so some theaters will choose to cooperate with shopping malls to enter this market.　　Seize the second and third-tier markets　　　According to the reporter's understanding, favorable policies have contributed to the development of the film market, and relevant state departments encourage the construction of digital cinemas in small and medium-sized cities, which has injected new vitality into the development of theaters in second and third-tier cities. On October 25, 2011, the Propaganda Department of the Shandong Provincial Party Committee and the Provincial Radio, Film and Television Bureau stated that the implementation opinions of promoting the construction of digital cinemas in county-level cities across the province stated that the construction of digital cinemas in county-level cities should be strengthened and various types of capital investment in the construction of commercial cinemas and community cinemas are encouraged. , And it is planned that by the end of the 'Twelfth Five-Year PlanMore than 100 million yuan. 'New Century Cinemas will continue to build new theaters this year. It is estimated that the number of theaters will reach more than 80 in the past two years,' said Guo Fengyu. A new theater will be opened in Yanzhou, and another will be opened in Feicheng in the second half of the year.” According to the reporter’s understanding, Guangzhou Jinyi Film and Television Media Co., Ltd., the headquarters of Jinan Jinyi International Film City, believes that the star-rated theaters in first-tier cities are in a state of saturation. More than 20 new movie studios have been opened to expand to second- and third-tier cities.　　 From this point of view, the development of county-level theaters has entered a new stage, which will also attract more competition.