Xingmei and China's giant screen "marriage" Why does high-end movie theaters flock to it?

the "marriage" between Xingmei Holdings and the Chinese giant curtain may have taken a fancy to these advantages of the Chinese giant curtain. This is also a very important step for Star Cinema, which has 30 million members, in this high-end cinema "competition".

on August 22, Xingmei Holdings Group signed an agreement with China Film Digital screen. In the next three years, Xingmei Holdings will build 50 new Chinese giant screen theaters nationwide within three years, and the two sides will carry out in-depth cooperation in cinema construction and brand promotion.

"China Giant screen" is a high-end giant screen format projection system with independent intellectual property rights under China Film Digital screen. It was born in 2011 and now has more than 240 screens in operation across the country.

before Wolf Warriors 2 sparked a frenzy, since the end of the 2016 summer season, the number of cinemas in mainland cinemas has not continued to increase because of the increase in the number of new screens, but the growth rate has decreased. "audiences do not enter the cinema" is not only a problem facing the film market in mainland China, but also in North America, the world's most mature commercial film market. In the summer of 2017, the box office of North American films fell by 300 million US dollars compared with the same period last year. Home entertainment systems and mobile entertainment terminals led by mobile phones have become important reasons that prevent audiences from entering the cinema.

"good content" and "good experience" are the most direct and critical ways to directly attract audiences into the cinema. This year, both the domestic film Wolf Warriors 2 and the Hollywood blockbuster Fast and Furious 8 have earned a very high box office relying on content that suits the taste of the audience and exceeds their expectations, which is, to some extent, "good content".

" Speed and Furious 8 "are more likely to reflect the gap between high-end cinema halls and ordinary cinema halls

while" good experience "lies in the cinema line to create viewing conditions. In the view of Huang Jianxin, a senior executive producer, the core point of cinemas, which is different from families and mobile entertainment devices, is that cinemas can concentrate hundreds of people in a confined space and focus most of their energies on one content, which is extremely tolerant to produce a "field" effect, which can significantly enhance the appeal of films, which is also the most favorable competitiveness of cinemas in the face of Internet entertainment terminals.

but this experience is also very different. In some old cinemas that want to save money, problems such as the decline of the brightness of the projector light bulb, the old and unreasonable seats, and the imperfect surround sound system occur frequently, which greatly affect the perception. In contrast, high-end cinemas with unified quality control have become the best choice for audiences pursuing the quality of film experience.

there are many high-end cinema brands. The most representative one in the world is that every link from shooting equipment to projection equipment has independent hardware equipment and standard IMAX system. At present, IMAX has more than 400 screens in China, and 238 new cinema systems signed agreements in 2016.

the Chinese giant screen is different from the IMAX, and "big and bright" is one of its most prominent features. For example, Shanghai Cinema uses the Chinese giant screen Hall 1, which has 1058 seats, which is known as the largest cinema in Asia. The unique dual-computer system ensures that when watching 3D movies, the brightness will not be too low and the overall darkness will not occur. On the other hand, compared with the standard 7.1channel of the IMAX studio, the Dolby panoramic sound system of the Oriental Giant screen can reach up to 11.1 channels, which has obvious advantages in sound effect.

Chinese giant screen is also very adaptable, because it is only a cinema playback system, and ordinary films can be quickly converted into Chinese giant screen versions with a little adjustment after production. At the same time, when Ang Lee's Billy Lynn's halftime War was released, Hall 1 of Shanghai Cinema was transformed into a 120-frame + 4K+3D format, and its playback system was built on the latest Chinese giant screen laser system.

Xingmei Holdings Group has reached a strategic cooperation with China's giant screen

the" marriage "between Xingmei Holdings and China's giant screen may have taken a fancy to these advantages of China's giant screen. This is also a very important step for Star Cinema, which has 30 million members, in this high-end cinema "competition". Among the several major cinema brands in the mainland, Wanda, Jinyi and Lumiere are all the same as Xingmei, and have signed cooperation agreements with IMAX with varying numbers of cinemas before, while Wanda and Poly also have their own high-end cinema halls, such as X-LAND and POLYMAX. In the absence of its own brand high-end cinema, Xingmei cooperates with the most powerful high-end cinema in China in order to further enhance its market share in the fierce competition among cinemas.

Edit: xiongwei