'Popcorn mode' embarrassment: difficult to feed the theater box office receipts aloneWanda Group official website 'flash' of a humble supplier visit message, but because of a set of data, causing hot. '2013 annual income Wanda Cinema popcorn only as high as 390 million yuan, accounting for 72% of total sale revenue, ranking the top theaters.' Seemingly ordinary popcorn, it became the theater's 'gold mine.' The 'cost of raw materials is only about three dollars, you can sell twenty or thirty dollars,' the relevant reports, making popcorn industry was interpreted as a profiteering is economics. However, the real situation, and imagination are not the same. 'Daily News' reporter access to recently released Wanda Cinema, the film shares, the prospectus of shares of Jin Yi learned that the three companies for sale 2013 gross profit was 70.30%, Air Jordan 2 70.31% and 69.28%, and the gap not. For the moment cinema construction in full swing the tide, a new film together Huayi Brothers Studios Wang Ning, deputy general manager believes that competitive pressures lead to most theater box office income is not enough to feed themselves, the theater is only through increased sale revenue and other income to compensate This vulnerability. However, due to major domestic moviegoing crowd spending habits for sale has been cured, the major theaters in the sale of business expansion, now basically is the bottleneck. Wanda sale income 478 million last year, '2013 annual income Wanda Cinema popcorn only as high as 390 million yuan, accounting for 72% of the sale's total revenue, the top theaters in the nation.' Earlier this year, some of the data was in Wanda on the official website of 'flash.' Now, with Wanda Cinema prospectus released, Wanda Cinema sale of more data also surfaced. Reporter access Wanda Cinema prospectus found in the company's 2013 revenue of 4.023 billion yuan, 'the movie box office receipts' for the 3.087 billion yuan, up 25.69 percent; containing popcorn, including the 'sale income' for the 478 million yuan , an increase of 43.83%. According to data of the State Press and Publication Administration of Radio, published in 2013, Wanda Cinema, the film shares its Shanghai Nike Air Max 90 Current United Circuit, grossing theaters in Guangzhou Jinyi were 3.161 billion yuan, 1.882 billion yuan, 1.541 billion yuan, of which Wanda theaters with 14.52% market share the industry's first column, Shanghai and Guangzhou Jinyi Union and 8.65%, respectively, and 7.08% market share ranked second and sixth. But the sale of revenue, compared to 478 million yuan Wanda Cinema and accounted for 11.88% of the share of current operating income, the performance of the film stock and Jinyi shares for sale on the income scale to be a lot less. Prospectus data show that in 2013, Jinyi share sale revenue was 1.26 billion yuan, accounting for 7.77% of revenue; revenue on the sale of shares to 31,989,300 yuan Movies, accounting for 5.53% of the current revenue share. Said Wang Ning, sale accounting for current big gap between revenue share, mainly due to the various theaters of revenue constitute different. Prospectus shows that, compared to the Wanda Cinema box office revenue in the business segment, sale and other income three, the film shares the main income also includes royalty income and management service income. It is worth noting that behind for sale accounting for current discrepancy between the proportion of revenues, a different business model of the three cinema itself. As a pure asset coupling mode representative, at the end of 2013, Wanda Cinema's 142 cinemas are owned theater. Asset-based link, joining supplemented Jinyi Cinema 171 theaters, its own theater for the 110, and the remaining 61 to join the theater. But to join the main of Shanghai United Circuit 228 has joined the theater, which has a relationship of theater assets coupling 28. It seems from the main business gross profit, publicly available data, from 2011 to 2013, the film shares the main gross margins were 36.84%, 35.79% and 32.02%, respectively, over the same period Wanda Cinema margin 64.60%, 64.86% and 66.04%. The Guangzhou Jinyi overall gross profit margin was 24.41%, 26.20% and 22.37%. Industry leading margins similar sale, a claim to participate in the popcorn business procurement Wanda cinema industry to the 'Daily Economic News' reporter revealed that the average wholesale KTV, 85 盎司 bucket of popcorn bucket costs Air Jordan 6 about 3 yuan, price you can buy 20 to 25 yuan. 'PreferredPopcorn (world's top three suppliers of raw popcorn) corn kernels, popcorn special caramel powder imports and US special Lu Anna coconut, Wanda Cinema raw materials used are imported, the cost will certainly not more expensive than the average KTV small, but still very large profit margins. 'Wanda Cinema's prospectus Nike Air Max 90 HYP PRM shows that its sale gross margin was 70.3%. However, this data is compared to peers and not much advantage, the film Jinyi shares and sale of shares in 2013 gross profit was 70.31% and 69.28%. In fact, the performance of the real income of the sale, the real value as the main reference in the industry is the sale amount of per capita consumption (annual sale income / annual viewing visitors). Last year, calculated in accordance with Wanda Cinema 7780 million people watching the films, the sale amount of per capita consumption of Air Jordan 4 6.14 yuan. 'Normal industry value of about 5 to 6 yuan. Since the main profit theater layout is similar to the performance gap between the sale of Wanda, the film, several industry leaders will not be 2015 Latest Nike Shoes much.' Ning explains. Peng Kan music is R \u0026 D and consulting director of media opinion, Wanda Cinema relatively higher-end positioning, viewing population's spending power is stronger. Wanda is located in the Wanda Plaza Cinema mostly among this crowd shopping for viewing purposes, creating a sale of the consumer environment. 'Influence of Western cinema by Wanda cinema construction to some extent.' Peking University Cultural Industry Research Institute Chen Shaofeng added. As early as 2004, Wanda and Warner reached a cooperation, announced the 30 Air Jordan 4 central cities in the country to build a 'Warner Wanda' international cinema. However, the delay in the holding of a joint venture to get approval, etc., Warner chose to evacuate. 'But Wanda is really there from Warner to foreign cinema operators Xue Daoshou the experience.' Peng Kan said. They had expensive popcorn pricing Ning opinion, the current people popcorn sale for the calculation of profits is not objective. 'Cinema sale Maori although high, but there are many other costs in which, down conversion, then profits will be reduced a lot.' According to China's implementation of the common international film industry box office split system, grossing theaters need to producers It was split. 2008 'issued guidance on the adjustment of the domestic film split ratio of' clear that the producers split in principle not less than 43% of the net box office receipts, theater split ratio generally does not exceed 50% of the net box office receipts. In this regard, Peng Kan said, because the box office split according to the proportion of income required producers and issuers were divided, for the theater, the income of non-box office outside means higher profit margins. A current industry trend is that theaters are exploring outside of the box office revenue, especially sales of products sold. But it seems in Ning, sale revenue does not mean it does not need to be divided into the cost is low. In accordance with the provisions of the box office split, 100 yuan at the box office revenue, leaving the cinema is generally 43 to 45 yuan. The sale income of 100 yuan, leaving a movie theater about 50 yuan. 'In general, it leads to competitive pressures cinema box office revenue was not enough to feed Studios Studios for sale only by increasing revenue and other income to make up for this flaw.' A theater management sources, the theater has a strict cost control . If you want to ensure the sale of the gross profit margin was maintained at 66.66%, the sales price of Coke 2 yuan purchase price set at 6 yuan needs. Haagen-Dazs ice cream hot commodities like this, in order to guarantee a return, in no way guarantees the gross margin of the established situation, most theater needs special approval to introduce. Moviegoing crowd spending habits solidify in the prospectus shadow shares, for diversified revenue streams, referred to a group of data. 31.8% the largest US cinema box office RegalEntertainmentGroup2012 fiscal year other than the total revenue, which sell products sales revenue $ 748 million, 26.5% of total revenue, this set of data really make domestic counterparts envy. In Chen Shaofeng opinion, selling goods sales abroad theater has its own characteristics. Since the box office ladder split, several rounds of play, etc., foreign film fare is relatively low, the movie is not a one-time consumption. Sale sales Although you can learn from foreign experience has improved, but limited room for improvement. 'Sale of business expansion, now basically at the bottleneck stage.' Ning frankly, increase sale means the amount of per capita consumption mainly those, we all know it. For major domestic cinema, the most embarrassing is that China's main moviegoing crowd for sale is not spending habits do not develop, but have been cured. In fact, for many of the 'rational' Chinese consumers are more willing to bring their own food to go viewing. With the implementation of the new 'Consumer Law', the clause 'prohibits cinema packed food and wine' has gradually disappeared. In this regard, Peng Kan told reporters, 'At present, sales of domestic cinema sale benign system of consumption and not the construction of good, high sale price for the average consumer is a burden. Movie ticket fares low and selling goods sales the situation has not significantly correlated. 'In Ning view, studios now have to explore diversified business, it relates to the crucial question whether the survival of the theater. 2008 investment in the construction of the theater, usually 3 to 5 years will be able to recover the costs. After 2008, with the high cost of property, the basic needs of the theater from 5 to 10 years to recover the costs. Especially after 2010 the newly opened theater, cinema box office revenue was essentially difficult to feed.