春节档票价,19.9元是“引流”还是常态

Core Viewpoint - The 2026 Chinese New Year film pre-sale has sparked discussions due to the appearance of low ticket prices, with some films offering special screenings at 19.9 yuan, reminiscent of past pricing trends, although these prices quickly adjusted back to higher ranges shortly after the initial release [4][5][6]. Group 1: Ticket Pricing Dynamics - The 2026 pre-sale phase saw ticket prices drop to as low as 16.9 yuan, igniting market interest and leading to a surge in pre-sale box office figures [5][6]. - By February 10, many popular films' 19.9 yuan screenings had disappeared, with prices generally rising to the 40-60 yuan range, and some premium formats exceeding 100 yuan [5][6]. - The pricing strategy is dynamic, with adjustments based on pre-sale performance and market conditions, indicating a collaborative effort between platforms and film distributors to stimulate ticket sales [5][6][7]. Group 2: Market Performance and Historical Context - The 2025 Spring Festival box office reached 95.10 billion yuan, with an average ticket price of 50.8 yuan, reflecting a significant increase compared to previous years [6][7]. - The Spring Festival is the most critical period for the film market, with record-breaking single-day box office and attendance figures, highlighting the importance of this season for revenue generation [7][8]. - The competition among films for the 2026 Spring Festival is intense, with six major films vying for audience attention, leading to a strategy of "price for volume" to increase viewership and overall box office [8]. Group 3: Long-term Market Considerations - While low pricing strategies may boost short-term sales, they risk undermining market stability and consumer trust if perceived as manipulative [8]. - The industry must focus on creating a sustainable environment where audiences are not anxious about pricing, allowing for a more emotionally resonant experience with films [8].