Chapter 973: So Soft-Hearted? (14)

Ticket replenishment is really a bummer...

In the original time and space, ticket subsidy developed as the Internet industry entered the film industry.

Initially, it was a market method used by Internet companies to compete for users...

Attract users through low prices.

Of course, actual conditions do affect the market.

Through pre-sales and ultra-low prices, you can lock in a certain box office in advance, attract some viewers, and then use the marketing effect to drive topics and expand momentum.

This was a huge blow to movies of the same period!

Generally speaking, "ticket replenishment" from film studios and online ticketing platforms is mainly used for pre-sales in the three days before the movie is released. The box office performance in the first three days is crucial to the subsequent scheduling rate and the overall trend of the movie, so online ticketing platforms have become The main battlefield of the film’s confrontation.

Let the data speak!

Prompt theaters to increase the number of film screenings.

Based on practical interests considerations, theaters will basically not refuse.

"Journey to the West: Conquering the Demons" cost 160 million in ticket subsidy...

In fact, there is no need for this. Generally speaking, 50 million is enough!

This isn’t the first time I’ve done it. I have no experience, so I just spent five days doing it...

The film schedules in the first five days were 55%, 58%, 62%, 59%, 61%...

Golden sessions simply account for more than 90%!

The tickets are all sold, and the theater must arrange a movie schedule.

Not to mention that the movies of the same period are not good, so what if their quality is acceptable?

The quality of "Journey to the West: Conquering the Demons" is not bad...

And then seize space in advance through the price advantage. In fact, it does form unfair competition.

By the way, later on, in order to boost the box office of the film in the first few days and encourage theaters to increase their film schedules, many film producers became accustomed to spending heavily on "ticket supplements."

If a film undergoes large-scale ticket replenishment, the investment can reach tens of millions of yuan. There are even sayings in the industry that "without 50 million yuan in ticket replenishment, it cannot be included in the Lunar New Year slot" and "without 100 million yuan in ticket replenishment, it cannot be included in the Spring Festival schedule." .

The issue of ticket subsidy has gradually become a cancer in the industry - how can small companies have the money to spend on ticket subsidy?

For many companies, they are superstitious about the power of ticket subsidy and focus their efforts on "ticket subsidy". They are superstitious that spending money and providing subsidies can attract people to the cinema and push up the box office of a movie. Whether the movie is good or not, the content It doesn't matter what it is...

Large-scale ticket replenishment was used to "lock" the early film schedule, but the content could not keep up, which caused serious decline in the later stage.

At the same time, some truly good movies are struggling in the market, and those movies with impressive statistics do not reflect their true market value.

In fact, it does hinder the progress of the film...

And then...it got cancelled!

Why did Shen Xudong dare to do this?

Oh, he is here to promote Maoyan APP...

The results were very good. During the 7 days of National Day, Maoyan APP was downloaded more than 60 million times. Along with this, Meituan’s downloads also experienced a wave of appreciation...

Guevara was stunned - in the original time and space, ticket replenishment would not appear until 2014...

Maoyan was also the first to fight for tickets. In the original time and space, after Maoyan got the joint distribution of "Heart Blossoms", it directly used tens of millions of yuan to buy tickets to monopolize the source of the film, and signed an agreement with the theater, which was not allowed. Sold to third parties such as Guevara.

Same this time...

The difference is that the offensive was even more intense, directly blocking Guevara, including its base camp in Shanghai, and not allowing movie tickets for "Journey to the West to Conquer the Demons" to be bought from Guevara!

Not only "Journey to the West: Conquering the Demons", but also the subsequent "Special Identity", "Wrath: Serious Case", "Slaying the Wolf 2", including the Lunar New Year movies "Charlotte" and "Fire" all have film sources monopolized by Maoyan...

They themselves belong to Tianmei Group and have a monopoly on their own film sources. What's the problem?

Moreover, with the expansion of Maoyan, real-time box office data of Maoyan has been released...

We also casually launched Maoyan box office prediction data - just a beta version...

At this stage, big data is not mature enough, and the templates are not very clear. By around 2018, Maoyan data collection will be sufficient, and system algorithms based on trends, attendance, word-of-mouth and other rules will gradually take shape...

So, just a beta version…

Enough of that gimmick!

…

"This is a business war. You think that when you eat, the service from the other side is good, so why not go to his house to eat? The service from the other side is good. All we have to do is clean out all the ingredients from their house!"

Shen Xudong received a call from Gao Fenfen and asked about Maoyan. Shen Xudong directly said that the purpose of paying for tickets was to attack Guevara...

Gao Fenfen has used Guevara and likes him quite a lot - Guevara's service is really good.

Guevara focused on user experience, film review community, and later celebrity meetings. Therefore, the price was 5 yuan or 10 yuan more expensive than the theater.

As a ticket seller, your price is higher than that of the theater?

You deserve to go out of business!

"I just want to promote Maoyan... It's my first time doing it, I have no experience, and the money I spent is a bit too much... I won't do it anymore, I don't have to pay for every movie... I'm going to let Maoyan launch an online subsidy... It's basically cheaper than theater tickets 3~5 yuan is enough…”

"...Hey, Guevara is also spending money? Which movie are they spending on? "Control"?"

Shen Xudong was stunned for a moment, and then asked: "Which company produced "Control"?"

"Brother Huayi...who is the director?"

"Bi Guozhi? Who is it?"

"Starring Daniel Wu..."

"Okay, I understand, don't worry about it, this is a normal business method... Movies are not necessary for the audience. We spend money to buy the audience... Besides, movie ticket subsidies are not government financial subsidies, but movies Film producers and ticketing platforms provide subsidies to movie theaters. This kind of subsidy is ultimately given to consumers and moviegoers, and it is not illegal!"

"I don't think there's any problem~"

"I read a comment: More than 80% of the movies in the theater are really only worth ten or twenty yuan, and there are really not many movies that are worth more than thirty yuan. Spend ten or twenty yuan to brag about it. The air conditioner is okay, but I would be a fool to spend fifty or sixty."

"Right, business behavior...well, I'll probably go back next month...I'm in the United States..."

"Okay, hang up!"

After hanging up the phone, Shen Xudong sighed...

I have released tickets to compensate for this monster, and I guess other competitors will soon follow...

For the audience, it doesn't matter, they watched the movie at a cheap price...

In the past few days, various people have called him. Some want to ask him what he thinks, and some simply want to invest in Maoyan...

Shen Xudong responded, ‘We will discuss it in detail after returning to China’…

He hasn't figured out how to fight this battle yet - BAT will definitely end. The market for online ticket purchasing platforms is very small, and the movie box office market is here. It's a market worth tens of billions in total. Even if you make all your money, it won't be much. Money, but... Online ticket purchasing is an entry point, which is crucial for both the O2O group buying market and the large entertainment sector!

Tengxun, Ali, and Baidu cannot let go!

Shen Xudong must accept financing - how can spending his own money be as good as spending other people's money?