Chapter 103

"The development of online ticketing system has basically entered the final stage. According to your requirements, several modules such as online payment, online seat selection, verification code and online customer service have been manually tested, and the feedback has not come out yet.

Online seat selection can only be simulated and tested. We can only get their projection hall structure map after negotiating cooperation with each courtyard line, and then we can make a new template for matching. However... "Joe green sorted out his ideas and said slowly. After that, he couldn't help his doubts and continued: "Tracy, I'm not questioning your decision, but I feel that your two plans are very risky.

I can understand the e-book plan. From the market point of view, everyone's reading habits will change. Electronic products have large capacity and are more convenient to carry than traditional paper products. In the future, they may replace paper products and occupy a part of the share.

However, this is also the hypothetical result of the current analysis. No one can say how big the market will be in the future. I don't object to this project. After all, I can see the future.

However, I really don't think the online ticketing plan is a good idea. Major hospital lines have long had telephone booking services. After the rise of the Internet, they also have their own online booking services.

But they didn't make much effort. After all, this is a small share, accounting for less than 5% of the total box office. This service is just for the convenience of customers who don't have enough time.

You should understand people's movie watching habits. They prefer to buy tickets in the cinema rather than online. Anyway, the ticket prices are the same. Even if they buy online, they have to queue up to get tickets in the cinema, and there is no special channel to get tickets. "

Joe Green's meaning is obvious. He feels that the plan is thankless and no doubt like chicken ribs. On the basis of the same ticket price, online ticket purchase is not very competitive compared with on-site ticket purchase.

His idea is right.

In fact, the ticket online service in the United States can not develop, and the highest share can only be 20 or 30% of the box office. The reason is that the ticket price of movies in the United States is unified. No matter what movies, the price is the same. Of course, it can not be said to be completely the same. Some elderly viewers and some young children will have some concessions.

In fact, it can be seen at a glance why the ticket online service of the Great China Dynasty is so developed. The ticket price of the Great China Dynasty is very variable, and the first tier cities are not the same price as the second, third, fourth and fifth tier cities and towns.

It is this floating nature that provides an opportunity for ticketing online services.

30% discount, half price discount, even 30% or 40% discount. Using this preferential price to attract viewers to buy tickets online, you may need 60 yuan to buy tickets in the cinema, but you only need 30 yuan to buy tickets online.

It's half cheaper. Most people must choose to buy tickets online instead of paying more money to the cinema.

Therefore, it has promoted the development of ticket online services in the Great China Dynasty, which can account for 70-80% of the box office share. This terrible data.

The world is so big that there may be only one store.

Some people will think that the audience is happy with this discount method. Who has suffered the loss and who wants to make up for the price difference.

In fact, no one is a fool. The audience is happy, and the cinema, distributors and producers are even happier. They make a lot of money.

People who have the habit of watching movies will soon find that the tickets bought online are only original tickets, and the tickets bought for movies are high-priced tickets.

According to the ticket price positioning of China, the ordinary small production is no less than 10 yuan, the better 15-20 yuan, the large production is 25-30 yuan, and the foreign import is 15-30 yuan. Based on this price, the price will double on the premise of consumption level and profit.

No more nonsense. In the Great China Dynasty, this business model is called "price discrimination". To put it bluntly, it is to give preferential treatment to those audiences who have a clear purpose of watching movies and kill those who wander around and get bored and go to the movies or suddenly want to go to the movies.

This model does not work in the United States, because the ticket price floating period in the United States was ended by a film called the godfather, which was released in 1972. All cinemas in the United States adopted a unified pricing, and its great success ended the ticket price floating period in the United States.

Since then, everyone has followed suit. Although some stakeholders have questioned the unified pricing system and made changes, they finally found that once the ticket price difference is restored, the ticket price itself may become a reference for the public to estimate the film quality.

When the audience acquiesces that all films are worth a price, if you increase the price, you will lose the audience. If you deliberately sell cheap, the audience may feel guilty.

In the immature environment of the film industry, the quality of films produced by the filmmakers is good or bad.

After all, good films are in the minority. Some shoddy films began to fight a "price war" in order to attract the audience, which is in sharp contrast to the "marketing reputation" of good films.

Vicious competition is also derived, and even caused the whole vicious circle of production, packaging and marketing.

At this time, unified pricing was used as the rule to maintain the balance of interests among producers, distributors, cinemas and audiences.

To put it bluntly, the unified pricing of ticket prices has promoted the quality of films. They are all at the same price. Careless films are destined to hit the streets, and good films will sell well.

If China wants to really catch up with Hollywood, it should at least improve two systems, one is the grading system, and the other is the unified pricing. The box office can only explain the consumption power, not the quality. Time will prove everything. The audience is not a fool. How long can it flicker. (alas, the grading system is a lifetime. I'm most tired of watching the castration version.)

Tracy knew the problem, but he had to carry out the plan.

The market is on the one hand, no matter how large, the existence is reasonable and profitable. The other is publicity and resources. Needless to say, cinema resources are the top priority.

As for publicity, Tracy, a reborn person, knows how terrible online marketing and online publicity are.

These two aspects are enough for Tracy to decide to do it. After Joe Green finished, he replied: "The habit of watching movies is not the same. Today's young people prefer to browse information online. Online shopping, online takeout and online ticket buying will become their habit sooner or later. The habit is cultivated slowly. As long as we do a good job in the service, they will naturally choose us. Besides, who says that online ticket buying has to be the same price as on-site ticket buying."

"You mean discount? Using price to win over users?" Joe asked subconsciously after listening to Tracy's words.

After a pause, Tracy on the other side didn't respond and continued excitedly: "It's impossible. The market can't go backwards. The price war is a thing of the past. No one will break this rule, and the audience won't buy it. The producer won't take this risk, and we can't afford this loss... Tracy, you should be careful. We don't have much money for the first financing, and most of it should be on the acquisition. I'm optimistic about a high-tech company. We're negotiating, you Don't you want my e-book? "

Joe green was excited to think Tracy was going to spend money on the price war to attract traffic for his online ticketing plan. Let's not say how much money he spent or how much traffic he could attract. It's hard to say how many people will buy as long as you don't continue to invest money.

This method may succeed, but it is more likely to fail.

No matter how excited the other party was, Tracy calmly drank a cup of coffee. After he vented, he said, "who said to discount the ticket price. I wouldn't do such a stupid thing. Breaking the rules is tantamount to digging my own grave. I'm a" shit stirring stick "at most."

"What do you mean?"

"No one can touch the unified pricing of ticket prices. But you always need drinks and popcorn to see a movie. The average person watching a movie is about $10. How many floors can the ticket price occupy? The sixth floor or the seventh floor? The drinks and popcorn expenses of $34 are not small. If you can afford a dollar or two, will the audience be happy to buy tickets here?" (the per capita consumption of a movie in the United States is $10, including drinks and popcorn. Some say it's $7 and others say it's $5. Don't care so much.)

"Tracy, isn't this also a price war? We don't have so much money..."

"Joe, why should we spend money? The money is of course spent by the producers. We can help them promote the film without charging too much. How can we help them make up the price difference? Forget it, I can't explain clearly. I'll send you a plan in two days. By the way, my film Sicily is going to be put on file and will ask you for publicity.

Develop the ticketing system and talk about cooperation with the cinema before October. In the early stage, they can buy tickets for them free of charge. They should not refuse.

Another ticket grabbing mechanism will be made in the system. I will write a plan. At that time, I will invest $5 million to promote my film. The first three million ticket grabbing viewers will get a $1 or $2 drink deduction roll... "Tracy still couldn't help but say something. Later, he will certainly write a plan to Joe green. As he said, he is a gentle" shit stirring stick " , without breaking the rules, there is nothing wrong with taking money for publicity.

Don't underestimate this one or two dollars. The price is always the most sensitive. How can the audience ignore it.

He said that what he did was a price war, which was also different. It was more like buying the box office for himself and brazenly buying the box office. But it also depends on the quality of the film itself. If the film can't work, it will hit the water and make people laugh at it at that time.

This kind of small theater line can also be made, and there is no cost for coke popcorn. Tracy's doing so is just to make his popularity. His film operation is successful, and there will be a steady stream of cooperation contracts in the future.

As for the ticket collection channel, if online ticket buying is popular, the cinema will naturally set up a separate channel. It's really busy. There are ticket vending machines. These are the later words. It's the most important to start the first shot.