《囧妈》《大赢家》之后,电影院数字化创新 推“期货”模式

时间:2020-10-24 00:20:57阅读:4606
从上周六开始,停摆近两个月的电影院陆续打开大门,但随之而来的困局也日益显现:超500家影院复工后的首个周末,总票房不到6万,本周一更是比前日直接腰斩,场均人次仅0.5人。如何激活疫后观影消费,成了电影
  • 囧妈
  • 生活 家庭
  • 徐峥 王祖蓝 彭昱畅 潘虹

从上周六开始,停摆近两个月的电影院陆续打开大门,但随之而来的困局也日益显现:超500家影院复工后的首个周末,总票房不到6万,本周一更是比前日直接腰斩,场均人次仅0.5人。如何激活疫后观影消费,成了电影院面临的一场“生死大考”。

为了 “活下来”,不少影城开始主动拥抱数字化,探索预售新模式。近日,完美世界、金逸、博纳、杭州嘉年华、恒大嘉凯影城等10家影管公司就率先行动,把旗下近400家电影院售票处“搬”进了支付宝平台,联合支付宝、淘票票推出特价预售票,覆盖了上海、北京、杭州、苏州、南京等12座城市。

支付宝表示,看电影是支付宝数字生活平台上的一项热门消费,为了助力院线疫后经营恢复,还特别设立了“为中国电影加油”的板块。记者在该活动页面看到,目前预售以电影通票为主,优惠低至3折,此外,不同影院还有折扣券、促销消费卡等不同优惠形式。

尽管要回到疫情前中国内地票房日均接近2亿元的状态,眼下来看仍为时尚早。但若能用预售唤醒市场,或将大大缩短影院复工后的“阵痛期”。与此同时,大众的观影意愿随着生活回归正轨也在增强,此前一项调查显示,8成观众表示疫情结束后想去看电影。

行业人士认为,提前预售模式有利于院线经营恢复,影院此次选择联手支付宝、淘票票,不失为一场看准了预售模式和拥抱数字化转型的积极“自救”。

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