The audience's new cognition of theater began in the expansion of such theaters

Although "movies are an industry without ceiling" in the past, there are ceilings in theater, including management, service, and income. This is caused by factors such as fully competition in the theater industry and limited talents and management.

Xiao Aiping usually visits different theaters to watch movies. What feels the most deeply is that the differences in the movie viewing experience brought by different theaters to the audience are still not small. Some cinema screening effects and hardware decoration environment are well done, but there is still a little lack of service; a small number of theaters can not talk about it from the environment to service, except for watching a movie, I do n’t want to enter the second time after I have been to the second time; the editors who can truly achieve service and environment are not much more beautiful.

However, it generally feel that the direct -operated chain of the well -known Film Investment Corporation has relatively stable quality control and control in the decoration environment of the studio in the decoration environment of the decoration environment of the studio. Essence

Affected by multiple factors such as the attack of the epidemic, the changes in audience viewing habits, and the insufficient supply at the content level, the current status of the theaters is not optimistic. However, from a deeper perspective, the development momentum of the theater industry is blocked and the theater has poor benefits. In fact, there are still many factors. After experiencing a high -speed expansion period of fish and dragons, and entering the new stage of development, most theaters have backward management and inadequate services. Some theater's movie viewing experience, the movie tickets are not refuated, and the box office has been repeatedly criticized.

Some people in the industry told Xiao Ai: "Professional theaters are different from the" movie viewing experience process "and 'social atmosphere" on other occasions such as family and other occasions. But in fact, due to the different standards of theater management and services, and the coexistence of good and bad, it is difficult for the audience to have a real sense of belonging and dependence on the theaters after experiencing many poor viewing experiences, and the lack of public the public has lacked the public. In the eyes of most audiences, the theater became a place to "watch movies" in the eyes of most audiences.

"Single functions, poor experience, and insufficient service experience" The stereotype of theater has become more and more ingrained after long public opinion fermentation and communication. In addition to the brand's direct -operated theaters, many franchise theaters have not improved with the times from the effects of movie viewing, environment, service to management. It is many people's interest in theaters and movie viewing activities. The operation of theater is difficult to develop and maintain.

01

The trouble should end it. From the perspective of "Avi Film", the cinema people only find the cause from themselves. Among them, expanding the brand influence of the brand's cinema or the movie, and the export of advanced management philosophy and methods is very vowious.

At present, the reform of the domestic academic line system is considered an innovation in the cinema chain operation. From the perspective of chain operations, it is roughly divided into three types: direct -operated chain, franchise and free chain. There will be three different forms corresponding to the cinema lines and theaters here: tight, intermediate, and loose.

The "tight" theaters are generally invested by the cinema line, with capital as the connection and direct -operated stores under the same brand, that is, the business model called chain theater abroad. Specifically, it is a direct -operated store owned by well -known film investment companies such as Chinese Film, Wanda Film, Hengdian Film, Dadi Cinema, and Shanghai Film.

The "loose" theaters generally refer to the franchise films of third -party theaters. Such cinemas often have different investment subjects, different scale, and different ideas. Although there are brand titles, they have not been strictly restricted and unified in many aspects of service and management standards, and they are in a free business state.

Corresponding to franchise, in fact, the brand's party must provide a series of services and restraints from store recruitment, formula, raw materials to management to ensure successful franchise. In terms of theater industry, there are not many franchise practice. Although there are already brand lines or aids, it is trying to increase its strength and expand brand value. However, due to market recognition, improvement of efficiency, and mandatory management, its coverage is limited.

The earliest trials were Wanda Movies. Wanda Film has always been a self -operated direct -operated store model. In June 2020, it announced the launch of the franchise model to focus on the development of light asset -type theaters. Among the two Wanda Plaza of Jincheng and Changdexian County, which opened in August this year, the supporting Wanda Cinema is a franchise store. According to statistics, there were 13 new direct -operated theaters and 15 newly opened light asset cinemas in the first half of the year.

The advantage of direct -operated theaters is the unified management of human property, as well as a advanced and complete service standard system. But in the case of economic tightening, the risk of large -scale capital investment is also increasing. Although the franchise theater has a third -party investment entity, the brand party only collects a certain franchise fee, but the theaters that have not received the business philosophy, service standards, technical and management support of the film investment company can easily bring bad viewing feelings to the audience. It is often in a unfavorable position of competition and is difficult to get bigger and stronger.

From this aspect, Wanda's franchise model is the development model of light asset theater. It is an effective output brand and service. It not only improves its scale benefits, but also has no positive significance for the industry. There is no need to invest large -scale high -intensity capital, but also allows the theaters to have a series of management assessment standards for tight chain theaters. Through the effective combination of the two to achieve a win -win situation, it is beneficial to the development of the industry. Cinema management and services and evaluation standards are composed of many contents, and there are many standard rules. The major theaters are not clear, standards, and different service quality, which will inevitably affect the long -term competitiveness of the industry. Therefore, similar to the semi -tight chain theater, or light asset -type theaters, is trying to output unified high -standard theater management and services, thereby strengthening the brand image and enhancing its attractiveness to the audience.

02

There are many reasons for the current cinema to operate the ceiling. Experts point out that one of the important reasons is that the imbalance in management services causes the functional value of the theater to be perfectly reflected. In this regard, it has further strengthened the audience's attention to the content of the cinema, rather than the attention of the theater itself. When most people are watching movies, the theater's environment and services become secondary and affiliated, and the theater will slowly fall into the passive situation of "watching and eating". However, when most theater services, environment, and management standards are aligned with quality and unification, theater has the opportunity to redefine the concept and positioning of "movie viewing venues".

Just like many people walk into Starbucks, not for a cup of coffee, but to enjoy a comfortable and relaxed afternoon tea atmosphere, the theater should naturally work towards this goal. In this regard, the brand theaters and theids of the brand have great advantages. Therefore, they continue to expand their advantages, so that more theaters have excellent "movie viewing experience processes" and unique "social atmosphere". Turning to the multi -experience process of focusing on social, leisure, and entertainment, the theater industry will usher in new development.

(Question diagram, text map source: Avi Film Gallery, the graphic has nothing to do)

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