The attendance rate of movie screening places is adjusted to 75%, and the annual box office is coming.
Special feature of 1905 film network The boots finally landed.On September 15th, the China Film Distribution and Screening Association issued the "Guidelines for the Prevention and Control of Epidemic Situation in Film Screening Places (Third Edition)" (hereinafter referred to as the "Guidelines").In the item of "Management of Audience Access", the Guide clearly states that in principle, the attendance rate of each film screening venue should not exceed 75%, and the restriction of "cross-seat ticketing" should be abolished, which will be implemented on September 25th.
This news, which makes people extremely psychologically comfortable, quickly screened the circle of filmmakers’ friends. Looking back at the behavior of the two-day premise file on September 25, it is more like a spoiler.
With the full assistance of favorable policies, the National Day file, which determines the fundamentals of the annual revenue performance of many cinemas and movie companies, will also complete the key step for the annual box office of the mainland movie market to exceed 10 billion.
01.Rumors become news.
With the release of the latest Guide, rumors become news. The whole industry has more confidence in achieving the high expected value of the National Day file. The highest attendance rate has increased to 75%, which has become the key to the source of confidence.
As the aorta of cinema revenue, movie ticket revenue is closely related to attendance. Further improving the attendance rate is undoubtedly encouraging cinemas to roll up their sleeves and work hard."This increase is equivalent to increasing the seating space by 50%. For cinemas with extremely tight cash flow, it has a great positive impact on the strongest National Day file." Tony chen, the head of Yuemu Studios, revealed a little joy in his words.
Yuemu Studios, headquartered in Fuzhou, Jiangxi, has stores in Jiangxi, Hainan and Yunnan provinces. According to Tony chen, since the return to work, with the help of new and old films, the cinema as a whole has been able to maintain a balance of payments. The upcoming National Day will determine the annual profit.
According to the financial report in the first half of 2020, the income of cinema distribution and screening of listed film companies with cinemas, such as Happiness Blue Ocean, Hengdian Film and Television and WANDA CINEMAS, dropped sharply compared with last year. The National Day file after improving the attendance rate is naturally highly anticipated by film and television companies with cinema business.In addition, the National Day file is also the main battlefield for the annual performance of many film producers.
According to statistics, there are nearly 90 producers behind films such as Leap. Among them, there are many well-known film and television companies such as Light Media, Beijing Culture, Wentou Holdings and China Film. After the collective absence from the mainland market in the first half of the year, the National Day holiday in the second half will determine the annual revenue trend of these companies.
At the same time, the old version of "snacks and drinks are not sold in movie theaters in principle, and eating and drinking are prohibited in movie theaters in principle", and the new version of the Guide is changed to "no eating and drinking during movie screenings". The sales with the highest gross profit margin of about 80% gradually recovered, expanding the cinema revenue channels.
Popcorn, praised by netizens as the soul of the cinema, will once again be fragrant in the cinema."Selling goods is the lifeline of the cinema. This moderate liberalization means the gradual normalization of the selling service in the cinema. Although you can’t eat and drink during the screening in the cinema, the selling counter can be opened, and customers can eat popcorn that has been missed for a long time." While providing convenience for customers, Tony chen also said that the cinema will "strengthen the inspection of the cinema and strictly abide by the national epidemic prevention requirements."
For the audience, the further improvement of the attendance rate means that the probability of buying a movie ticket for a favorite event increases. The cancellation of "cross-seat ticketing" has taken care of couples and families watching movies. There are many films suitable for all ages in this National Day, such as My People My Homeland, Leap and Legend of Deification.
The timely launch of the latest "Guide" can be described as multi-faceted, and the audience, studios and producers are all beneficiaries. It has created favorable external conditions for the National Day file, which shoulders many missions, to reach a new high.
02.Can the National Day file help the annual box office break through 10 billion?
After the summer file was restarted, the speed of returning to work in China mainland film market started the flight mode.According to statistics, as of 16: 00 on August 27th, on the 39th day when cinemas resumed work, in 2020, the total box office of cinema films in China exceeded 5 billion, the total number of cinemas resumed work was 9,512, the rate of resumption of work reached 88%, and the total number of people watching movies reached 140 million.
In the process of the annual box office exceeding 5 billion, domestic new films have become the main force of the charge. "I am waiting for you at the end of time" scored 140 million, setting a record for the first day of pre-sale box office in the mainland film market in 2020.At the beginning of September, imported blockbusters with high hopes from the market.In the face of box office difficulties, the annual box office broke through the 10 billion mark and the speed slowed down.
As of September 16, the cumulative box office of the mainland film market in September reached 1.524 billion, and the annual box office has reached 7.383 billion. There are less than 27 "small goals" from the 10 billion mark.According to the previous box office trend and the highest attendance rate, at the end of September, the annual box office results can reach about 9 billion. There is no doubt that the national day file will complete the last step of the annual box office into the 10 billion mark.
The follow-up of two good news has accelerated this process. On September 13th, Leap officially announced that the file would be raised until September 25th, so that the cinema film market could enter the rhythm of National Day file ahead of schedule. On September 15th, the regulation that the maximum attendance rate released by the latest Guide was raised to 75% was also conducive to the overall box office performance of the National Day file.
In addition to helping the annual box office break through the 10 billion mark, people are most concerned about whether the National Day file in 2020 can hit a new high in film history.
From the film list, this National Day has the impact strength. In 2019, the gift of Sanjie, led by the company, contracted the main box office revenue of the National Day file. In addition to My People My Homeland’s two gift films "Get Home at One Point", there are different types of commercial blockbusters such as Leap’s "Depth Charge" and Legend of Deification in this year’s National Day file, which makes the audience have more choices.
In addition, the 2020 National Day holiday covers the Mid-Autumn Festival, and the overall holiday lasts for eight days. Compared with the same period last year, it took one more day. This is also an advantage in time.
No matter whether the National Day box office can reach a new high, there is no doubt that the annual box office of China movies will exceed 10 billion in this period or ahead of schedule. When the epidemic situation is normalized, the annual box office of the mainland film market will exceed 10 billion in the future, which is not only the market’s affirmation of the way and method of returning to work, but also provides a reference answer for the orderly return to work of cinemas in other countries.