The domestic manufacturing purchasing managers' index, the PMI, rebounded in August, showing that the manufacturing sector is picking up. As the core of China’s modern service industry, the cultural industries are shining brightly again. Today, we will take a look at which industry has seen the largest increase: the film industry. In 2009, the box office revenue of domestic film owners reached 6.206 billion yuan, an increase of 42.96%. This year, with the addition of Hollywood science fiction blockbusters, the performance of the film industry on screen is impressive. What is the behind-the-scenes force driving it? In 2010, the Chinese film market has witnessed explosive growth. According to statistics from the State Administration of Radio, Film and Television, in the first half of this year alone, the box office revenue of Chinese cities reached 4.84 billion yuan, while last year's total was 6.2 billion. With an additional 600 million yuan in the second half, the box office is set to break records due to the increasing number of cinemas.
A small community cinema in Beijing, part of the Tangshan Earthquake Reporter's interview with the staff of Antaeus Community Cinema, revealed that the most popular movie is... The reporter asked what the hottest movie is. Staff said the hottest one, with 115 seats, at least 110 are filled, leaving only a few empty seats. The reporter asked if it was full. Staff replied almost. The reporter asked how much the fare was.
The rapid development of the domestic film market has stirred excitement among investors in theaters. China has 1.3 billion people, but only over 5000 movie screens, while the U.S., with a population of 300 million, has nearly 40,000 screens. Cinemas, once forgotten places, have now become gold mines. A cinema owned by Liu Debin of Poly Film Investment Corporation, general manager Liu Debin stated that within the next 18 months, they will open 11 cinemas in Beijing.
In fact, the film industry a few years ago attracted a lot of social capital, but attempts were mercilessly chilled by the market. In the past two years, the business prospects of the film industry have suddenly perked up. Why has the film industry undergone such a big change? What successful password has been opened behind the success of the film industry?
Poly investment community cinema in Beijing South Fourth Ring Road, adjacent to the China Academy of Launch Vehicle Technology, is located in a very remote area. Although it only has 4 halls, it still plays blockbuster movies synchronously. Many audience members told reporters that they had not seen a movie in a theater for a long time.
The enthusiasm of the local audience surprised General Manager Liu Debin of Poly Film Investment Company. This cinema originally cost less than 10 million yuan to invest in. Reporters asked how the return on investment (ROI) was for their community cinema. Liu Debin said the return rate at the box office was good, about 5.4 million last year, and is expected to reach close to 7 million in the second year. Reporters asked if he thought this place was a successful investment. Liu Debin said it was the most successful, with the best benefits among all investment projects, and currently the best investment returns. Reporters asked how many years it would take to recover the cost. Liu Debin said three to four years.
Investing in cinemas has allowed Poly to taste the sweetness. There are four areas from production to achieve box office revenue: producer - Issue - Cinema - Theater. Among them, the conventional allocation of each link in the industry includes approximately 30% of the total income split for producers, 15% for issues, 5%-8% for theaters, and 48%-50% for theaters. That is, as long as there is a box office, the theater can divide and take half the money.
Poly Film Investment Company has successfully invested in Poly, and in the next 18 months, they will open 11 cinemas in Beijing. Liu Debin said out of 456 films, only 123 are shown in the cinema, more than three hundred others are directly thrown into the warehouse, a cave, a waste, regardless of resources, the cost of this ability is wasted. Poly is suitable for this kind of institutional investment, industrialization investment, which can be calculated very clearly. They have a very detailed management process, which is good.
Graduated from the Beijing Film Academy directing department, Zhang Baoquan, chairman of Antaeus Investment Group, was one of the first in China to propose investing in building digital cinemas in communities. However, three years ago, although his digital projectors were developed, the promotion ended in failure.
Reporter asked what the greatest difficulty was when doing community theaters and digital cinema projection. Zhang Baoquan said making a montage digital copy, but the country does not have such identification, it is also a process. They have a way that they spend money to buy the movie, but even with money, they cannot buy, for example, the first Hollywood movies to buy, another Chinese blockbuster, like these large units made did not sell it to you, he even thinks that you are a small minority, or knows your influence is not big enough to sell you feel it may affect the release of his film, if there is no right to the premiere of the movie, there would be no audience to buy tickets to see the movie.
There is no way he could have in the community cinema, film projectors and digital projectors side by side. However, with last year’s Hollywood digital cinema 2K projectors standards and domestic digital cinema 1.3K projectors introduction of standards, whether it is Hollywood blockbusters or domestic blockbusters can be screened with digital projectors, which makes Zhangbaoquan see hope. Zhang Baoquan told reporters that he even predicted that the traditional film distribution model will be phased out after two years.
Zhangbaoquan: Digital projection conditions in China have been fully realized, China will complete the second half of next year the number of adhesive transfer, is the end of next year, China will not use the film to put the new film digital projector completely subvert the traditional distribution model, to obtain large areas of copy, need 10 million at the box office to ensure that so many small theaters have been closed down. The screen number from the eighties of last century nearly one hundred thousand, dropped to about three thousand. However, digital copies do not have a 100,000 threshold of charge, as long as the community of digital projectors cinema is like a big theater synchronous playback blockbusters, this will be conducive to the cinema in the second and third tier cities, and even the popularity of the county. Zhang Baoquan believes that with two to three million investments, a community can build a three or four Hall cinema, and the number of screens will usher in explosive growth, and the Chinese box office will continue to soar.
Reporters asked how much they think the piece of cake of small and medium-sized city theaters and community theaters will do. Zhang Baoquan said in about three years, the number of screens will revert to twenty thousand, in about five years, the number of screens will return to 30,000-40,000, then in later years, China's screen number should be over NT $ 50,000. Such large tracts like Feng Xiaogang, for example, in China this year, to put may be probably more than 5 billion to 6 billion, then the state-owned three-10,000 5 10,000 screen when the box office is also at least 7 to 15 million.
On August 20th, Shenyang West Wanda Commercial Plaza officially opened, with Wanda Cinema opening 52 cinemas. The commercial plaza's heat brought a constant flow of people to the Studios. In 2009, Wanda Cinema achieved aspirations nationwide with a box office revenue of 833 million yuan and audiences reaching up to 28.65 million. Wanda Cinema Ye Ning, general manager, told reporters that the combination of cinema and commercial real estate is becoming more and more closely related now. Ye Ning said that the Chinese multi-hall cinema, or prosperity, or the explosive growth and the beginning of the commercial real estate development is closely related to modern shopping centers, so regardless of Wanda or I believe that the development of the only way, is also closely integrated and commercial real estate, commercial real estate shopping center can be built on the site of the modern multi-hall cinema. Reporters asked if Wanda Cinema will involve developing the community theater mode. Ye Ning said the community cinema should not involve. A lot of first-tier cities in China, including Beijing this city, have a lot of space, many regions still do not have good cinemas for very convenient concept mapping. In this respect, our focus on energy and resources are always limited, always obtaining a more important market.
Ye Ning followed the plan, Wanda Cinema will firmly grasp around the most prosperous commercial area, this lot is the major theaters of the most competitive market, only in Shenyang Taiyuan Street 1000 meters suppliers circle, there are four movie theaters, this phenomenon in China’s major cities is very common. Commercial properties for theater investment are also growing scarce, in accordance with the requirements of the construction of five-star theater, the screen should be large enough building storey to nine meters. Reporters said it should not be an enclosure, everyone in a kind of mutual enclosure. Ye Ning said the standard shopping center is far from enough, and commercial real estate has restricted the development of the Chinese screen. Theater investment be? No investment how much, for so many funds, the investment is small, but do not realize that the appearance to the theater? Commercial real estate there? Not only from the artistic success of the overall prosperity of as a cultural industry, film industry, technological advances, but also from a breakthrough business model. We see the cinema line extension from the business district in the high-end theater to invest tens of millions of community theater, and continuously meet the people’s cultural consumption demand, but also to create a new profit space. Today, the film industry, this new wealth of gold is pursued by a lot of social capital. Film industry box office growth and extension of the cinema, forming a virtuous circle, art and business of a win-win situation. Never dipped with the film side of the investors also began to optimistic about this market, but also come to want a piece. How they intend to? Film industry to find in this round of investment avid mature development model?
Huangdao Development Zone in Qingdao, a waterfront business district, the reporter just saw the Tianli Studios installing neon signs. Tianli Motion Picture Group chairman Li Nan proudly told reporters that his studios might be the nearest cinema from the sea. Pictures Group chairman, Li Nan-day Korea, Nan said: "My cinema is 30 meters away from the shoreline, and around us is our high-end residential commercial, I would like to open in my theater before, I am here to do a full market survey, and the side of the concept mapping populations are relatively high grade."
Nan's cinema is in the business district underground, with a total of seven digital auditoriums, investing tens of millions, able to simultaneously watch 3D large. Theaters are also being renovated, the projection equipment procurement has been completed, and it is expected to officially open on National Day. It is Nan's first foray into the film industry.
Reporters asked what industry Nan did before he did the cinema. Nan said mineral. Reporters knew that doing minerals is a high-profit margin, why would he invest in cinemas? Nan said: "Like we do minerals, is now facing a transition, when some mines have not yet related to, but I think sooner or later the day we are out of the mineral industry, so I'm looking for a long-term development, and also a market saturation, particularly low in the industry, so I conducted an analysis of this film market, I think the film industry is one of China’s future development will be very rapid industry, so I chose this industry." Reporters asked if Nan had calculated his return on investment before investing in the cinema. Nan said the return on investment, when he had the idea, there were more than one hundred votes or disputes broke the first to buy. He expected that his theater would recover the cost in three to five years.
Nan told reporters that 20 million investment for his coal bosses were their own funds, and what the number of investment pressure and cinema through box-office split would not appear for bad and doubtful debts, good cash flow. But it is always a layman, demanding films on the visual and auditory, so he had to constantly invest additional funds during the process of building a cinema.
Reporters asked how much a hall costs. Li Nan said: "Like this office, then down the average cost is about is about two million." Reporters asked if it was two million. Nan said yes. Reporters asked if it was more than his budget compared to what. Nan said higher than he expected, should actually be about 20%.
However, this is only an investment Nan in Qingdao, in the vicinity of this theater, Li Nan is ready to invest in 23 acres of land to build a set of IMAX giant screen, the Film Museum, one of the major cinemas.
Reporters asked how much they were prepared to invest in this place. Nan said the place of their investment is about three billion.
The slogan of the city of Qingdao is the sailing capital, the city of the film well, I would like the city it has so much determined to make film do a good job, so I think we, as investors, then, we have more confidence, we meet the city’s slogan, like Qingdao the next step, now sailing bases because of the Olympic Games has built a very successful, the next step I would like to film and television industry will have a greater development.
Individual investors like Nan across the country are increasingly numerous. Kyushu Central Plains cinema investment in China Film Group specifically supports the development of small and medium-sized cities multiplex digital cinema theaters. In 2010, deputy general manager Jin Fu received numerous requests to join the theater investment business phone every day.
Jin Fu, deputy general manager of Kyushu Central Plains theaters, said: "From Spring Festival, I grasp the country’s investment in the film around to do the Studios has more than 130. Basically up to a day when received by 9 customers, on average, allocate customers a day. Most of them are getting involved in some other businesses, to do good business, you are like my hands received a miner, you are like Shanxi, to do the chief of the coal business, real estate, you are like Heilongjiang Fujin Wang, he used to do this real estate, right, as well as jewelry, there in the past to do the cafes, as well as engage in culture, anyway, basically all kinds."
Jin Fu's most impressive new customers include Chengdu Hongqi Chain stock company chairman Cao Shi. Because the customer is the chairman of China Film Group Han personally introduced.
Chengdu Hongqi Chain AG is the largest commercial chain enterprises in Chengdu, with more than 900 supermarkets throughout the various communities in Chengdu. March of this year, a party in Chengdu, the red flag, chairman Caoshi such as China Film Group’s chairman Han met by chance it comes to the two hit it off on to build a community cinema.
Caoshi such as Chengdu Hongqi Chain AG the chairman Reporter asked: "That China Film willing to work together and your cooperation, your advantage is what?"
Caoshi such as said: "Means that the red flag in Sichuan have been created and this approached the home of the stores should be that it is the people’s side, so we opened a digital cinema also laid a good foundation, it is the convenience of the people watching movies."
The next day, Jin Fu, Kyushu Central Plains theaters received the instructions of Han to contact Chengdu and Caoshi. Sichuan Red Flag Pictures and Beijing Kyushu Central Plains Digital Cinema Line Co., Ltd. signed a strategic cooperation agreement in Beijing on June 30. Both sides will give full play to their respective advantages to jointly invest in the next three years in the construction of a number of cinemas.
Reporters asked if they thought this cinema market and the retail market had anything in common. Caoshi such as said: "For example, our shops, department stores, these stores only a few are in the bustling city center, very convenient for ordinary people to buy things very inconvenient, then, as now, the cinema is also like this, because, for example before us, Chengdu Wanda, Pacific, etc., these stores must be limited, then the red chain can enter the community, the factory, as well as the township can also open some cinemas, I think this is greatly enriched in this market."
In the Second Ring Road, a community, the reporter saw the first red flag Pictures community cinema. The cinema is about 1000 square meters, was originally a two-tier supermarket layer transformation into the cinema of the three Hall basement to continue to operate the supermarket.
Red Flag Pictures vice president Lu Jun, headache, or suitable to do theater too little property. After nearly a thousand supermarkets, but in line with the movie screen 4 meters high, less than 20.
Lu Jun, vice president of Red Flag Pictures, told reporters: "Is this location or this theater is still very scarce?"
Lu Jun said: "This lot is missing, our Development Department as far as possible in the development of resources in this area."
Reporter said: "In other words, you may be a place you built down first to ring up the space to be left to other people less."
Lu Jun said: "China's brightest investors have vied for the Chinese cinema, foreign investors also quietly added to this competition, CJ, Korea is one."
South Korea CJ Group, Korea’s largest food and entertainment group, has more than 100 movie theaters accounted for 40% of the film market in Korea, only the cinema’s annual income reached $ 3,000,000,000. CJ cinema two in Shanghai, Wuhan, opened a Beijing, Tianjin, Shenyang, cinema will be opening soon.
CJ Group, president of China Head Office, Park root too told reporters that they had to do the development plan of the Chinese theater.
Park root too, CJ Group, president of Chinese Society Park root too said: "Because the Chinese market is growing, we are also based on the development of Chinese cinema, to five years or less to open dozens of less than a decade to open hundreds of such a scale."
CJ’s cinema is also a set of high-end dining, entertainment, a multifunctional cinema, its expansion in the first-tier cities will inevitably compete directly with Wanda Stellar Studios.
Pak root too said his theater had absolute power.
Park root too said: "We CGV cinema, is not an ordinary movie theater location, we are also just the first in China to develop a 4D cinema, the IMAX is great (in English) fluorescence screen, a movie theater, so in South Korea is also luxurious, the experience of the senior, the best service, best facilities to go to China, then, general cinema and we must have a difference, so this is an opportunity."
Cinema get together and compete, the audience can not only be more convenient to see the movie, the more likely a price war between the theater audience to see a movie at a cheaper price.
Lian Pu root too said the Chinese movie tickets are too expensive.
Reporter said: "China is now the movie tickets are more expensive than the South Korean cinema tickets."
Total Park said: "Expensive, I am also a little strange, because South Korea is also a small population, China’s large population, as well as, the many ways that South Korea is also people’s average income is less than twenty thousand dollars Well, Korean fare is almost forty yuan, but the fare is the original official fare is about 70."
Whether it is Nan days Korea theater or Caoshi of such community cinema, have to consider price promotions to attract viewers. With the popularity of community cinema, will divert passenger flow of Wanda and other high-end theater?
This Code Investment Group chairman Zhang Baoquan even believes that one-third of the high-end cinema will collapse.
Zhangbaoquan said: "I think that shown in the digital age, the fare will be close with the public, and may reach very low, We advocate the 17, my personal judgment may also be less than 17, but large areas of theater at an average fare of 17 5 or less than 17, its operating difficulties are very severe. These may be severe earnings decline in will bring our large theater, and even loss expansion, and even part of the theater can not support the situation at the end of next year, in the year after will be apparent."
For the film industry each have their own argument, but that did not stop investors footsteps. Have been the first to enter the theater managers of market confidence in the future.
A half-hour observation: For the film culture industry the past two years have sprung up everywhere, is the result of China’s economic development and structural transformation. International experience shows that per capita GDP reached $ 3,000 more than the rapid growth of cultural consumption, material consumption proportion is gradually slowing down the stage. In 2009, our country per capita GDP has more than $ 3,600, is in the consumption structure conversion node and the rapid development of urbanization process, the people a strong growth in consumer demand for cultural products and services. But how such a huge demand to become visible in the market, we see that the domestic film industry is also constantly explored. On the one hand, the film industry will drive all aspects of the consumer, on the other hand, the film industry requires a wide range of social resources to cope with the plus related technology is constantly updated, rapidly changing the mode of transmission and receiving, which are the film industry of the future the road is full of hope, there is a lot of unknowns. Investors optimistic about this market, but also need to see this market, to Amoy from gold to real gold.
(Director: Choreographer Xiongman Lin: Yi Xiang Zhou Photo: Pei)
Manuscripts: CCTV-economic and a half hours
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