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The opening site of the 175th cinema was full of people coming and going. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

If there are people, there is business!

The biggest demand for people is business opportunities.

For example, the fact that a movie theater is open for a week without a free ticket does not mean that the theater chain is not profitable at all. Although the revenue from movie tickets has not been received for the time being, the small partner cinema line is not only a movie theater, but a comprehensive entertainment consumption place. Shopping malls, restaurants, Internet cafes, KTVs, cafes and other occasions around the theater, even if they are not self-operated by small partners, are also rented to the outside world and collect store rent.

The popularity and flow of people driven by the cinema have boosted the surrounding businesses. These alone are huge long-term benefits.

In addition, the snacks and drinks sold by the cinema itself are also a lot of income. On the first day of opening alone, more than 3,000 people came, selling tens of thousands of snacks and drinks, and making a net profit of several thousand yuan. In other words, if a theater is properly operated, not to mention the income from the box office, it is the retail store operated by the ticket hall, which has tens of millions of sales and hundreds of thousands of profits a year.

Relatively speaking, the cinema business is much more promising than the ordinary retail industry.

Of course, Wang Qinian is more concerned about the integration of online and offline businesses, the flow of people in the cinema, and how much can be converted into Internet traffic.

Among them, the proportion of mobile phone mobile payment is a key area that Wang Qinian is very concerned about. After all, small partners promote their own mobile payment to the outside world, but if it is their own offline storefront, consumers do not use mobile payment, then it is naturally useless.

Wang Qinian suddenly asked Dong: "What is the proportion of small partner cinema users who use online ticket purchase and scan code payment?" ”

"Online movie tickets have roughly accounted for about 35%, after all, going to the cinema to watch movies is not the main pastime in everyone's daily life, but more of a place for emotional exchanges such as family, friendship, love, etc. Watching movies together is the mainstream. And many people watch movies together, just on a temporary basis. Those who watch movies in the cinema on a regular basis occupy a very small proportion! Yu Dong smiled, "After all, we have a population of more than 1.3 billion. The average person doesn't watch a movie once a year! ”

"How much of the non-box office revenue accounts for the theater revenue?" Wang Qinian's inquiry to the core.

"Basically, 8% of the revenue is still the box office of movies, and the sales of snacks, beverages and peripheral goods in the non-box office revenue. It is not easy to account for 2% of the cinema line. Yu Dong said with a smile, "We are in the industry, and the proportion of non-box office revenue is high. Many peers don't even have a 5% percentage of non-box office revenue. ”

At present, the partner company is only investing in theaters. It has exceeded 10 billion yuan. Among them, seventy percent is the investment in real estate, and the rest is the investment in hardware such as projection equipment. It can be said that the investment in the cinema market in the past ten years has exceeded more than half of the entire industry.

With a big investment, it naturally has a huge scale.

Many peers envy the scale of the small partner company, but they must continue to invest like the small partner. Capital invested. Far more than the profit earned. I'm afraid, they still have to hesitate.

At the very least, many theaters have resorted to renting, rather than buying a property, and operating asset-heavy. It can be seen that many peers are actually not as strong as their partners in the development of the industry!

Wang Qinian has been talking about the future scale of China's cinema market within the company. Although, at first, no one believed it, but now the industry is developing well. More and more people are believing it.

The continuous large-scale investment has enabled the small partner cinema chain to have 1,800 movie screens, the number of IMAX screens has also reached 100, and the audience seats have reached 200,000.

If. If all the theaters are full, there will be 5 screenings a day, which will generate 1 million viewers in a day. The average ticket price is 30 yuan, and the small partner theater alone can generate a box office of 30 million yuan in one day.

Of course, this is only theoretical. In reality, it is impossible to produce such high box office figures. The peak of the small partner theater can generate a maximum of 18 million box office a day. During the lowest trough period, the daily box office can also be maintained at more than 6 million.

At present, the annual revenue of the small partner cinema chain has reached 4.7 billion yuan, the box office income is 3 billion, and the non-box office income is 1.7 billion.

In addition to deducting various accounts and costs, the net profit of taxation can reach 500 million yuan a year.

In the product matrix of the partner company, it looks like it is inconspicuous.

But in fact, the theaters of small partners still have huge room for revenue and profit improvement. Just imagine, the theater attendance rate has increased, since it brings more box office revenue. At the same time, it will also stimulate the increase in non-box office revenue.

In addition, the cinema chain is not only an occasion for selling movie tickets and showing movies, but also a platform company.

In fact, in Wang Qinian's view, the cinema chain can naturally attract popularity, and if there is an attendance rate, there will be traffic. With the flow of people, it is easy to form a business district, and the audience can pass by and consume goods other than movies. For example, when watching a movie, snacks and drinks are not included in the theater box office, but if the snacks and drinks are sold well, it is possible to earn no less than the box office profit.

According to the authoritative analysis of partner companies, the break-even point of the vast majority of cinemas should be 15% of the attendance rate. However, with an increase in the sales of snacks and drinks, and a 10% attendance rate, it should be possible not to lose money.

If the cinema property is bought by itself rather than rented, then it can save more money, and the 7% attendance rate should be able to survive.

If so, the movie released is made with its own investment, and it shares the income from the production. So...... Even if a movie has a 5% attendance rate, the whole will not lose money.

And the partner company can basically do it, and the attendance rate of the movie theater line is less than 10%, basically not a loss, or even profitable. Because, the partner company uses the theater chain as a platform, not simply selling movie tickets.

Sometimes, in order to boost the attendance rate, the partner company even starts with 9 on the Internet. 8 yuan, 19. 8 yuan and other low-cost movie tickets.

Selling movie tickets like this, and changing to other movie production companies, may protest.

After all, many producers, simply to make money from the box office, don't want theaters to show at a low price. After all, the attendance rate has gone up, and the theater can make money from popcorn, and the profits from these popcorn will not be shared by the film investors. Therefore, the producer will not care about the sluggish attendance rate and profit and loss of the theater line.

However, many of the movies invested by the partner company themselves are often justifiably priced at no more than 30 yuan for 3D movies, and even 9 for 2D movies. 8 yuan movie ticket.

After this kind of discount became the norm, the annual attendance rate of the partner cinema chain was close to 35%. There is no second cinema in the country that can achieve such an attendance rate.

Relying on small profits and quick turnover, the small partner cinema line firmly occupies the position of the first cinema chain in China, with an annual box office income of 3 billion yuan and a market share of 20% of the cinema chain!

The number of moviegoers is even more stable, and the number of moviegoers in the small partner theater has reached 1 throughout the year. 7.3 billion passengers. The average ticket price is less than 20 yuan.

In terms of average movie ticket prices, the Little Partner Cinema Line is the lowest in China. As for the number of moviegoers, the small partner cinema chain occupies 50% of the national cinema market. On average, two audiences watch movies, and one of them goes into the theater of a partner to watch a movie, which is an achievement that is even more awe-inspiring in the industry.

In addition, it is the partner company that takes advantage of the advantages of the cinema chain and adopts a wider cooperation with many film production companies.

For example, the exclusive online copyright of many movies is in cooperation with Station B, which is owned by a small partner. The movie channel of station B is known as an online cinema that never paints. Bilibili is a rare video website on the Internet in China that focuses on the charging model, and at the beginning it may have a disadvantage in terms of traffic, such as Youku, Tudou and other websites The model of selling advertisements for free content has developed rapidly.

However, Bilibili is the only company in the Internet video industry whose main business is profitable.

Not to mention TV series, animation, online dramas, music, variety shows, etc., just movies, the movie channel of station B has more than 20,000 movie contents, of which there are more than 6,000 movies with exclusive copyrights. The content of these movies is basically a guaranteed share system. The minimum guarantee for a film is 100,000 yuan, and after the minimum guarantee amount is exceeded, the content will be divided with the content supplier according to the five-fifty sharing model.

Of course, the exclusive contract of the film copyright is guaranteed, and other non-exclusive films are only shared, but there is no guaranteed amount.

According to the current charging standard for online movies at station b, it is also a movie charged for 2 yuan. If the content supplier sells the copyright on the small partner platform, everyone will get 1 yuan each.

This sharing ratio is 37 percent compared with the early years, and the treatment is naturally much lower. But this is also inevitable, because, after the channel advantage is established, the partner company has a reason to get more accounts.

After all, the little partner just paid movies on the Internet, and the box office income reached 600 million a year. The box office of 600 million is divided into 300 million when it is divided into partners.

300 million shares, who is not greedy!

Therefore, the partner has not only established a strong position in the offline cinema chain, but also established a cinema chain online.

Moreover, the paid content of station B is not just a movie. Movies don't even occupy the lion's share, what really occupies the lion's share is the TV series, and the annual payment scale of TV dramas has exceeded 2.5 billion yuan. Other animations also have more than 500 million yuan a year, which is about the same scale as the online payment of movies.

All in all, the scale of the paid video sites owned by the small partners is currently even leading in the world, and it is not inferior to it. (To be continued.) )