Core Insights - The "ticket root economy" is an innovative economic model that extends movie consumption from cinemas to the entire urban consumption chain, enhancing consumer engagement and creating new opportunities in the cultural tourism landscape [2] Group 1: Ticket Root Economy Overview - The ticket root economy integrates various consumption activities, such as movies, events, and exhibitions, with local businesses to offer cross-scenario discounts, stimulating urban consumption [2] - This new model is gaining traction across multiple cities in China, transforming small ticketing interactions into significant consumption gateways [2] Group 2: Case Studies and Examples - The release of "Zootopia 2" has demonstrated the power of its IP, with themed pop-up stores attracting long queues, where consumers can exchange movie tickets for exclusive merchandise [3] - During the National Day holiday, a collaboration between China UnionPay and Maoyan Entertainment launched a "food map" that provides dining discounts based on movie ticket purchases, covering 12,000 cinemas nationwide [3] - The film "The Volunteer Army: Blood and Peace" allows ticket holders to enjoy discounts at partner hotels, resulting in a 50% increase in daily visitor numbers at the associated film base during the holiday [4] Group 3: Regional Performance and Economic Impact - Guangdong province has maintained its position as the top box office region in China for 23 consecutive years, with a total box office exceeding 60.7 billion yuan and over 1.45 billion admissions [6] - Shenzhen's box office reached 1.556 billion yuan in 2023, with two cinemas ranking among the top ten in the country, showcasing the city's strong market presence [6] - The ticket root economy in Shenzhen is driven by cinema partnerships with local businesses and promotional collaborations with brands, enhancing the overall consumer experience [6] Group 4: Future Development and Strategic Recommendations - The success of the ticket root economy relies on leveraging popular IPs, such as influential films and events, to drive consumer engagement [7] - Recommendations for enhancing the ticket root economy include expanding the range of applicable scenarios, increasing policy and financial support, and utilizing digital technologies for better consumer targeting [7] - The ticket root economy is viewed as a significant driver of economic soft power, positioning films as a starting point for broader economic activities [7]
一张影院小票根 玩出城市大生意
Sou Hu Cai Jing·2025-12-25 23:12