China-Singapore Jingwei, August 4 (Xue Yufei, intern, Zhang Beijia, Zhang Shuyu, Li Sitong) "When Zheng Qinwen won the competition and lay on the ground, almost everyone in the cinema screening room stood up, cheering and applauding one after another. This is the scene that Zhongxin Jingwei saw after the women's tennis singles final of the Paris Olympics.
What I bought was the atmosphere
The cinema distributes the national flag Photo by China-Singapore Jingwei intern Li Sitong
On the evening of August 3, the women's singles final of table tennis at the Paris Olympics began. Zhongxin Jingwei browsed the film schedule in cinemas in Beijing, Shanghai, Guangzhou, Chongqing, Suzhou and other places, and most of the seats for the show on sale in each city were sold.
Chongqing has a total of 3 movie theaters scheduled films, and Zhongxin Jingwei bought a movie ticket for Chongqing Suning Cinema Guanyinqiao store, with a ticket price of 50 yuan. After arriving at the theater, it was found that there were many table tennis audiences in the lobby, and after entering the theater, except for the first row, the audience seats in the other rows were almost full.
The day before the women's singles table tennis final, there were few seats available in several theaters in Beijing.
After tennis player Zheng Qinwen advanced to the women's singles final, movie theaters in many places temporarily added the match schedule on the evening of August 3.
Zhongxin Jingwei saw at the Jinyuan Cinity store of Beijing Yingjia International Cinema that due to the postponement of the tennis final, the audience who watched the tennis match at 21:30 was also fortunate to see the final of the table tennis women's singles. One viewer said: "It's too profitable, I spent the money of one game and saw two moments of winning the championship." ”
Cinema to watch the Olympic events. Photo by Sino-Singapore Jingwei intern Li Sitong
Compared with watching mobile phones and live TV, the atmosphere of the competition in the theater is stronger.
Chongqing audience fries (pseudonym) and friends made an appointment to watch the live broadcast of the table tennis final early in the morning, she said: "The movie theater has a big screen, it looks very cool, and it is full of fans." Compared to watching live TV at home, everyone's emotions are in place, and it infects me. ”
At the beginning of the live broadcast of the table tennis match, it was Korea's Shin Yubin against Japan's Hina Hayata, and the audience at the scene had already entered the state. No matter who wins, the audience exclaims, "Good shot!" ”。 At the end of the game, there was also applause in the theater. With the opening of the gold and silver medal competition, the atmosphere of the scene became more enthusiastic.
"It's so new to watch it in the cinema, and this is the first time I've experienced it." Ms. Wang, who is in her eighties in Beijing, watched the live broadcast of the women's singles final of table tennis and told Zhongxin Jingwei that she had not been to the theater for nearly a decade.
Since the opening of the Paris Olympics, Ms. Wang has been following the table tennis event on TV, but this time the viewing process in the cinema gave her a new experience, "The biggest impression of this game is that watching the event in the movie is like being there in person. ”
Chongqing viewer Ran Ran (pseudonym) said that she rarely watches sports events, and this time she accidentally swiped the news that she went to the cinema to watch the live broadcast of the Olympic games, and she decided to experience it when she had time that day. Ran Ran said: "I don't watch the game much, but the atmosphere makes you nervous. Some of the balls were really well played, and I would unconsciously applaud or shout out under the influence of the crowd around me. She said that if she watched live TV at home, she might not see the end of the game, she would turn off the TV, and she would not feel so strongly after winning the game.
Xiao Zhang, who bought a movie ticket for the tennis women's singles final, knew little about the rules of the tennis game, but when she watched the game in the theater, she not only learned what an ace ball was from the discussion of the surrounding audience, but also predicted the course of the match through their explanations. When Zheng Qinwen won the championship, the audience was boiling. At the moment when Zheng Qinwen lay on the ground, everyone in the movie theater stood up, and cheers and applause echoed in the screening hall.
"I finally understood that the TV was not yet widely available, and that people with TVs were putting their devices in the middle of the street for everyone to watch the game live. This is really completely different from watching a live broadcast with your mobile phone, too enthusiastic and exciting. Xiao Zhang said.
Industry insiders: an important attempt to diversify the operation of theaters
However, compared with the satisfaction of theater audiences with the viewing effect, so far, the box office revenue of theaters around the world is not much.
In Chongqing, as of 18 o'clock in the evening of August 2, there are 3 theaters with live broadcast of the tennis women's singles final. A few hours after Zhongxin Jingwei bought a movie ticket for the tennis women's singles final, she was told that the theater could not be screened normally due to hardware problems, and among the remaining two theaters, only one audience at the UME Chongqing Nanbin store made an appointment to buy tickets, and the other one did not buy tickets. In the end, all three theaters canceled the live broadcast of the tennis women's singles final.
Two cinemas in Beijing had a live broadcast of the tennis women's singles final, and as of the opening time, the movie tickets at Emperor Cinemas were sold out, and the vast majority of seats at the Golden Resources Cinity store of Yingjia International Cinemas were sold. However, China-Singapore Jingwei noticed that individual theaters in Shanghai, Guangzhou and other cities also launched the tennis women's singles finals, but they were eventually canceled because the number of reservations did not meet the standard.
According to the data of the lighthouse, the number of national films in the tennis women's singles final is 11, all in the first and second tier cities, with a cumulative box office income of 38,000 yuan, and the number of table tennis women's singles finals is 54, with a cumulative box office income of 287,000 yuan.
According to Beacon data, among the theater box office revenue of the Paris Olympics, the cumulative box office revenue of the opening ceremony was the highest, at 1.84 million yuan; This was followed by the table tennis mixed doubles final on July 30, with a cumulative box office revenue of 326,000 yuan, and several other live broadcasts of the event with a cumulative box office income of less than 10,000 yuan.
Lv Jianmin, chairman and producer of Spring and Autumn Times Pictures, told Zhongxin Jingwei that it is a very good thing for theaters to increase the live broadcast of Olympic games, and similar practices have been done in previous large-scale sports competitions such as the World Cup and the European Cup, which is an important attempt to diversify the operation of theaters.
Lu Jianmin also believes that judging from the attributes of the products sold in movie theaters, it is normal for the box office of the live broadcast of the Olympic games to be low. Good box office results require high attendance as a guarantee, and considering the many disadvantages such as the time difference between France and China, as well as the availability of free TV/online simultaneous live broadcasts, it is difficult to achieve large-scale high attendance for paid viewing on fixed occasions.
"Even though the theater doesn't make a lot of money, a lot of things can't be seen in terms of the results of the moment. The live broadcast of sports events in theaters has its positive aspects, such as clear copyright, this live broadcast of theaters is a copyright cooperation reached by CCTV and China Film Group, which is clear and unmistakable in terms of copyright, which is a positive signal. Secondly, as a useful supplement to non-prime time content, cinemas may actively try various aspects of content in the event of a 'film shortage' in the future, which has very practical significance. In addition, the live broadcast of sports events in theaters has increased the concept of social attributes in theaters, allowing more people to enter theaters for consumption, which is all positive. Lu Jianmin said.
(For more reporting clues, please contact the author of this article, Xue Yufei: [email protected]) (Sino-Singapore Jingwei APP)
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