September 2018, a story about the local Chongqing, Chongqing dialect with the interpretation of the movie "watch life" only pushed to Chongqing teachers and student groups, viewing total attendance reached 180,000. 2019 mobile cinema screenings to further promote partition, Qingdao area in January released the 26 films, more than 500,000 people watching the films, in April the national cinema "Kelsang Mei Duo" to the play area in Tibet.
The next move will tap the overseas market cinema, landing in North America, South Korea and other regions, the Chinese movie theaters are aggressively go abroad to meet the viewing needs 60 million overseas Chinese. Future precise digging through big data, and even pet film will achieve only pushed to users to buy dog food, the crowd for more clear goals.
In addition, the latest version of the mobile cinema to further improve the user's viewing experience. This aspect including the realization of social viewing, the user can at "about relatives and friends," "about fans" of a different scene, exchanges and co moviegoers through voice and text mode. On the other hand, the mobile cinema will solve the problem of mobile phone screen is too small, it introduces VR equipment, in cooperation with great friends, a small house, Skyworth, Pico and other hardware manufacturers to improve the user's viewing immersion.
Currently 40% of the mobile cinema movie theaters and online synchronization to achieve the screenings, the film biography "Li Baoguo" is one of them. Director Zhao Qi difficult to remember when the movie is, "Li Baoguo," the commercial property is not strong, after the release in August 2018, a row of film theaters rate has remained at 1%, while large sheet discharge rate in the same period of up to 30 business %, but "Li Baoguo," the Department of word of mouth works, watercress score up to 7.4 points, "you can understand the film's heart? Unfortunately, a lot of very good movie, did not give the market space." Zhao Qi sigh. "Li Baoguo" in theaters only made about 10 million at the box office, mobile cinema did not disclose "Baoguo" total box office data, but the first day of release, online viewers watched the film has reached thousands of people. Zhao Qi that movie to be released simultaneously brings an effective supplement income, "previously only waiting for the video site a one-time buyout copyright, and now can get the box office in the mobile side." He said.
Tsinghua University Professor of Journalism and Communication, vice chairman of China Film Association Yin Hong opinion, the mobile cinema appears, the key is to develop trade rules that determine what kind of video can be released simultaneously, "preferably it should be required to accumulate long-term reputation , theaters entity can not realize its value niche, niche movies. "in his view, the film released simultaneously or will lead to the consumption needs of some entities theater is dispersed in advance into a new window, but the film industry needs to ensure physical theater as effective screening the first window. He further explained that cinema is a powerful terminal support the film industry, is an important window film produced influential in the centralized release schedule, people viewing the same time, resulting in propagation effects. Zhao Qi further added, moviegoing will produce theater effect, thousands of people in the hall, some people laugh at you laugh, some people cry and you cry, emotions are passed to each other, which is different interaction with the network, it is not viewing content over a network do. "If you are viewing on the mobile terminal, then the movie does not exist, it is the online video, and social topics will disappear." Yin Hong said.
However, long-term lack of blockbuster cinema operators will move adversely. Music is in the media, co-founder Peng Kan seems, in fact, is a film and television industry to rely on explosion models driven industry, if only a small body mass film, means that the mobile cinema audience appeal is not so strong. But it needs to be paid, including staff, bandwidth, marketing, promotion and other expenses, income may not be sufficient to cover its costs.
In short mobile cinema theater time broke the entity, the limited nature of the space, to solve the problem of incremental box office, but the new technology and the development of industry rules must be synchronized in order to win-win.