When the news came out, it triggered a hot discussion among netizens. Some netizens disagree, and even rise to ridicule and trample on China's film industry. The author believes that it is a fact that the film industry is in the middle of winter, but the cinema's efforts to explore new business and improve revenue capacity should not be criticized too much.
According to the data of Cat's Eye Professional Edition, in 2020, the film and television industry was cold, and the total box office of national movies plummeted from 64.266 billion in 20 19 to 2041700 million. Although 202 1 has increased significantly, the total box office this year is only 28.3 billion. All in all, the film industry is still in the cold winter. Recently, the number of operating cinemas in China fell below 5,000 for the first time. However, opening a cinema means constantly bearing the pressure of rent, equipment rental and cost maintenance. Under such circumstances, cinemas all over the country can only cross the ocean, show their magical powers and save themselves by various means. Before this, some cinemas even tried to hold talk shows and launch script killing activities. From this point of view, it is not abrupt for cinemas to launch nap activities, but a helpless move in the big environment.
After further understanding of the specific situation of the cinema, we can know that the cinema is located in the white-collar gathering area, and the audience rests on the massage tables and chairs in the hall every noon. Lunch break is more like a warm-hearted move, with only weak lights and wake-up service. In the environment of repeated epidemics and impetuous people, cinemas can provide customers with comfortable and comprehensive services at a lower price, which can comfort their bodies and minds well and face life more vigorously. This kind of charity not only brings considerate comfort to people, but also helps cinemas reuse idle resources and earn some electricity bills. Emotion and reason should not make a mountain out of a molehill and be criticized.
After this activity became popular on the Internet, the number of telephone inquiries surged, but only a few old members and surrounding customers really took a nap. As the person in charge of the cinema who initiated the activity said in an interview, "movies will always be the main business, which is both an ideal and a responsibility." Faced with the plight of the film, the cinema is very passive. Now that the number of new films is small, cinemas still have to survive. Developing personalized service is not only a helpless move, but also a beneficial exploration to gain advantages in the homogeneous management industry of the film industry. As a service industry, there is also a precedent for foot washing city to expand its service field, and to carry out one-stop eating, drinking and resting, which has greatly enhanced its popularity. In short, this kind of exploration is beneficial as long as consumers can get value from it.
Because it is in the early exploration stage, as netizens said, there are still problems in the safety risk and epidemic prevention and control of this activity. However, it is a meaningful exploration for cinemas to pursue the change of income structure through "nap activities", focus on non-box office areas and show their social responsibilities with a warm heart. In the post-epidemic era, enterprises should be encouraged to resist the impact and challenges brought by the epidemic, instead of cynicism and blind trampling.