More than a week before the official release, Avengers 4 (hereinafter referred to as "Fu Lian 4") has been at the center of the topic. At present, the pre-sale box office of Fulian 4 has exceeded 100 million, and a movie ticket has been hyped to 500 yuan, which is really shocking.
Looking back, the first three films of the Avengers series made 568 million yuan, 1.422 billion yuan and 2.389 billion yuan respectively in the Chinese market. As the final chapter of the series, more than three hours and the attraction brought by its release earlier than that in North America, the popularity of "Fu Lian 4" in the domestic market is unprecedented.
According to the data of Lighthouse professional edition, since the official opening of pre-sale at noon on April 12, the pre-sale box office of "Fu Lian 4" broke through 100 million yuan at 21:44 p.m. on that day, with 12 days to go before the release of the film. Since then, it exceeded 200 million yuan at 21:34 on April 13.
As of 16:00 on April 14, the box office of "Fulian 4" in the domestic market has reached 234 million yuan, with 81.0598 million yuan for zero show (April 23) and 78.657 million yuan for Premiere (April 24), and more than 2.6 million people want to see it.
Combined with historical data, the box office performance of "Fulian 4" has completely surpassed "speed and passion 8" in 2017, becoming the box office champion of "Fulian 4" in Chinese mainland film history. At the same time, it has created a new record that the box office of "Fulian 4" in Chinese film history has exceeded 100 million yuan.
However, some viewers privately told reporters that the rise of pre-sale box office is closely related to the high ticket price.
"Securities Daily" reporter learned from a number of ticket platforms that, at present, the ticket price of "Fulian 4" zero spot is about 100 yuan, which is not new. Take Beijing as an example, the pricing of ume studio (Huaxing store), CBD Wanda Plaza store and Huanying heshenghui store are in the range of 92.5 yuan to 187.5 yuan, 245 yuan to 295 yuan and 205 yuan to 295 yuan respectively.
This situation is obviously not limited to one city. The reporter found that the zero price of imax4 Hall of Wanda Plaza store in weijiazhuang, Jinan is 365 yuan. At present, the ticket price of "thunder zazan" in the hall is only 85.4 yuan; the ticket price of "Fulian 4" in IMAX Hall of Shanghai Belle Palace Cinema (Huanmao Iamp store) is 463.8 yuan, and the price of the film in the hall is 93.7 yuan.
This means that, under the same viewing conditions, the price of zero point of "Fu Lian 4" is four to five times the daily price of ordinary films.
The high price of tickets has aroused the dissatisfaction of many audiences. Some fans told the reporters that 'even movies are despised now','some cinemas are really ugly, and the subsequent ticket prices will definitely fall. There is no need to watch the zero point Premiere '.
However, even under such circumstances, the premieres of the above cinemas are still almost full, including the 463.8 yuan of Shanghai Belle Palace Cinema (International Trade Iamp store), and there is only one seat left as of the afternoon of April 14.
"It can only be said that it is market behavior." some people in the industry, who did not want to be named, told the reporter that on the one hand, for the cinema, the duration of "Fu Lian 4" exceeding three hours is twice that of ordinary movies. Under the background of high audience enthusiasm, it is reasonable to increase the ticket price from the perspective of film arrangement and revenue. At the same time, some high prices also cover value-added additional services, including VIP Hall, snack packages, etc.
But he also mentioned that, on the other hand, we have to admit that some of the high prices are still due to the fact that cinemas are optimistic about the audience and pay for their feelings. If the premium exceeds the reasonable range and causes negative emotions among the fans, it may not be worth the loss.