Experts have come up with a number of effects, such as the most familiar butterfly effect, which says that an occasional vibration of a butterfly's wings in the Amazon rainforest may cause a tornado in Texas two weeks later.

The economic downturn will produce the so-called lipstick effect, the economy is relatively warm, and the economic situation is good and there is a short skirt effect.

The lipstick effect, an economic phenomenon, is the most used in the film industry or the entertainment industry.

The "lipstick effect" refers to an interesting economic phenomenon that leads to the hot sale of lipsticks due to the economic depression, also known as the "trend of preference for low-priced products". In the U.S., lipstick sales skyrocket during economic downturns. This is because, in the United States, people think that lipstick is a relatively cheap luxury, and in the economic downturn, people will still have a strong desire to consume, so they will turn to buy cheaper luxury goods.

Say that this has nothing to do with the film industry and the entertainment industry, lipstick is a cosmetic.

In fact, this effect refers to a phenomenon, not a single thing, just like lipstick, movies are also non-necessities, and movie tickets are also a relatively cheap luxury in economic depressions.

From a microeconomic point of view, the substitution effect is greater than the income effect. However, when people give up buying houses, cars, and traveling abroad to consume expensive goods, people will use their spare money to consume substitutes for those expensive goods - "cheap non-essential things", that is, there is a substitution effect. This substitution effect is far greater than the income effect of reducing consumption due to reduced income, so the lipstick effect is created.

For example, in the United States, the film industry has been the biggest beneficiary of the "lipstick effect", and the Hollywood film industry has stood out in the seven major economic crises in the United States, thus establishing its unique industrial position.

In the twenties and thirties decades ago, during the economic crisis in the United States, when almost all industries were silent and cold, Hollywood movies took off, and hilarious musical and dance films were popular, bringing joy and hope to audiences, and making Shirley Temple a household name.

The same is true of the Chinese film market after 08 years, and the economic recession in 2008 was accompanied by the rise of the movie box office. The box office of the movie "If You Are Honest, Do Not Disturb", which was released in December, exceeded 80 million yuan in the first week. In 2014, China's economic growth slowed down, accompanied by the strong rise of the cultural media industry, especially the film (film and television) industry.

These have a lipstick effect.

In Qiao Feng's view, the box office explosion of Hong Kong movies in 82 and the next two years is also a phenomenon of lipstick effect.

The precondition for the lipstick effect to occur is an economic depression, and the Hong Kong economy in '82, especially the property market, is depressed.

In the years before '81, Hong Kong's real estate market was quite hot, with land prices and property prices rising rapidly and sharply, and speculation was hot. Since 1978, Hong Kong's real estate market has been off the normal trajectory and has risen like a rocket. Taking Tsim Sha Tsui East as an example, land prices have risen six-seven-fold and property prices have also increased threefold in three years.

When the speculation was at its hottest, the speculators simply sold the whole building, forming a boom of "speculating in the building" and "speculating in the hotel". At that time, Central, Wan Chai, Tsim Sha Tsui East and other prosperous commercial districts frequently reported that the entire commercial building changed hands at a high price.

One of the most talked-about is the Golden Gate Building in Admiralty, and the speculation of the Federal and International buildings in Central. Between December 1978 and September 1980, the Golden Gate Building changed hands three times, and the price increased from $715 million to $1.68 billion, an increase of 135% in less than two years. Between August 1980 and January 1981, the two federal and international buildings changed hands twice, and the selling price rose from 1.089 billion yuan to 2.235 billion yuan, an increase of more than 1 time in just half a year.

By the peak of 1981, the price per square foot of a small residential unit had risen to about $1,000, the price of a 400 square foot residential unit had increased to about $300,000, and the average monthly household income was about $3,000, that is, the purchase price of a small residential unit was equivalent to 101.5 months' wages.

Housing prices were far beyond the affordability of Hong Kong people at that time, and when consumers' wages were far from keeping up with the increase in property prices, it was inevitable that property prices would fall. In 1981, Hong Kong's real estate market became sluggish, and the vacant area increased significantly.

It is precisely based on this situation that Qiao Feng did not rent or buy any big office space, but only rented a small unit near his home.

If 81 years is just sluggish, then 82 years is the beginning of the real estate market crash, inside, bank interest rates adjusted, interest rates continue to rise, banks and financial companies credit contraction, outside, the world economic recession makes Hong Kong's economy also sluggish, and there is a surface issue of Hong Kong's future, China and Britain did not agree on Hong Kong's return to the negotiations.

In September 1982, British Prime Minister Margaret Thatcher visited Peiping on the occasion of her victory in the Falkland Islands and formally raised the issue of Hong Kong's future. She proposed to the Chinese leaders to exchange sovereignty for governance, but was refused, and as a result, she fell on the steps in front of the Great Hall of the People in a historic way, and this stumble spread to Hong Kong, where the stock market and real estate, which had already been exhausted, fell in response, and the real estate industry began to last for several years, and a large amount of capital flight also led to Hong Kong's economy in a period of continuous downturn.

Therefore, under the influence of the economic downturn, the Hong Kong film market in 82 years has exploded, and at the end of the previous 81 years, the ticket price was increased by 50% on the basis of the original price.

As the first crab-eating film in 82 years after this ticket price increase, A plans to be released on January 1 at 8 a.m. in all Golden Harvest theaters.

Then the box office exploded at 1.8 million on the same day, and the Hong Kong film industry was in an uproar for a while, and then TV and newspapers vigorously reported and analyzed.

But the first time Qiao Feng knew, he pouted and didn't care, is 1.8 million a lot, of course it's a lot, the box office in a single day used to be only 1.4 million at most, it was only earned by the happy ghost a few days after the release of the happy ghost last year, and now it is 400,000 more on the first day to 1.8 million.

But if you count the increase in the box office, in fact, 1.8 million is equivalent to last year's daily box office of 1.2 million, and the first day of the Happy Ghost release is this daily box office.

For the same number of moviegoers, the ticket price has only been increased from 8 Hong Kong dollars to 12 yuan.

But except for a few calm people like Qiao Feng, who cares if it is the reason for the box office price increase, anyway, what they see in their eyes is the sharp rise in the daily box office, and Golden Harvest is going to make money now.

Half a month after its release, the box office of Plan A has soared by more than 22 million, and on the sixteenth day of its release, the best partner produced by New Arts City was released in Golden Princess Cinemas.

Because there was a midnight test before the release, the popularity of this film exploded from the beginning, with a box office of 1.68 million on the first day, only 120,000 less than the box office of Plan A, and the daily box office of the relative Plan A was directly lowered by 200,000 from 1.3 million the day before, ending the day's screening with 1.1 million.

Now Zou Wenhuai finally knew that the wolf was coming.

..................................

Thanks to Yan Yu for his 100 coin reward.