一直以來，香港戲院的票價都有著不成文的規定，就是大部份戲院當片長於140分鐘時，票價便有所上調。不過即使不足140分鐘，喜歡的話又可以上調，而當這類片遇上3D時，上調的幅度可以是十分驚人。
今天上映的《加勒比海盜：魔盜狂潮》便是其中一例。
上圖所見，便是其中一家放映3D版本《加》片的票價，雖然《加》片片長只有136分鐘，不過成人正價卻較一般3D電影上調十五元正，比起片長140分鐘以上的2D電影《殺戮都市：完美答案》上調五元，上調幅度相差三倍。
到底，是發行公司還是院商本著「賺到盡，食到底」的精神來隨意加價呢？實在不太清楚。
倘若不想受大幅加價影響的話，也許觀看35mm菲林版本是其中一個選擇。雖然部份戲院仍會以片長關係借勢上調，不過難得的是位於九龍灣的淘大影藝卻維持原價，成人正場票仍是五十大元，學生與小童更只需三十大元，也許不失為一個好的選擇。
Ken Resurrected
到底，是發行公司還是院商本著「賺到盡，食到底」的精神來隨意加價呢？實在不太清楚
Can’t blame them, but it doesn’t affect me, as I do not patronize 3D movies.
HK moviegoers and the HK consumer public in general push prices up, because they flock to these movies. I am not even sure if it is a blessing for me that the movies I like, people don’t flock to.
九龍灣的淘大影藝卻維持原價
It is very honest of them, but they have to, they do not have a lot of business. It really saves a lot of money for fans of the franchise, if people do their homework and compare prices.
As I mentioned before, HK customers are dumb, they constantly get ripped off and don’t even complain. If they can spend millions of dollars on crappy housing, sure they will not care about movie ticket pricing, lol.
shtmanhk
且看如此會否破反斗奇兵3的非假期開畫票房冠軍(498萬)?
加勒比海盜魔盜王終極之戰假期開畫680萬總開畫票房第二名.
2745
嘉禾VIP卡都無折添
JJ
不是,嘉禾VIP減20元,算OK
23仔
咁嘉禾都算OK, MCL 同百老匯都冇得用會員卡
2318
Palace IFC 過份到收130大洋
Rat
開畫數僅與3D肉蒲團相若, 這個數字也大概是一般3D大片的基本數了.
Ken Resurrected
It only opened to HK$2.66 million despite all the surcharges. Are
people pursing a sit and wait approach and check its word of mouth?
If so, it does not bode well for future weeks. Normally, a standard multiplier of 14-15 from its opening Thursday will mean this movie may top out at HK$39 million.
2nd PIRATES from 2006 gross around HK$35 million, while the 3rd PIRATES from 2007 gross around HK$42 million.
We’ll see.
B
I wouldn’t be so worried just yet. The Wednesday night previews deflated its Thursday. And event films like Pirates will do much more business on weekends.
And while I think your use of multipliers from a film’s opening Thursday are useful most of the time, I don’t think you can’t apply it to Pirates 4. I think you would need to combine both of its Wednesday/Thursday’s grosses to get a more accurate picture of its possible internal multiplier. Ip Man 2 also opened Wednesday night. What multiplier did it get from Thursday? Wed-Thur?
Also, films that open on a holiday like Shrek 4 need to be taken into account as well when discussing possible multipliers.
Ken Resurrected
The last major 3D sensation in my books is SANCTUM, not THOR, and SANCTUM’s multiplier is about 16 (taking away 3 days of sneak reviews prior to its HK$1.18 million opening worth HK$2.48 million). Unfortunately, PIRATES 3D should be more frontloaded, especially since it is not a good movie, look at its
rottentomatoes rating at 37% now.
The fortunate thing is that series fatigue is almost a non-issue for franchise films in the HK market, as evidenced by STEP UP, SHREK, FAST AND FURIOUS, just to name a few.
I just cannot imagine if word of mouth will carry this movie beyond a guaranteed smashing first weekend though. But since these type of popcorn commercial movies mostly do well in HK, it probably should reach HK$39 million, especially since the rest of May is not highly competitive.
I would not compare this one with SHREK 4 at all despite both being a 4th movie as well as 1st 3D movie of their respective franchise as well as, simply because SHREK 4 opened on July 1st which is a holiday.
However, I would estimate that opening on a family holiday as July 1st could have boosted SHREK 4’s normal opening Thursday gross by at least 100%, which means I can assume its real multiplier effect under normal circumstances could be about 11 times, revising the HK$4.68 million opening to about HK$2.34 million.
In short, if you like to forecast PIRATES 3D’s trajectory by alligning it with SHREK 4’s performance, assuming franchises’ normally being frontloaded (FAST FIVE is a major exception), I would say my forecasted multiplier effect of 15 for PIRATES 3D is very very generous already.
Ken Resurrected
I actually made several replies regarding multiplier effect for movies opening on a holiday or movies debuting after sneak previews when Mr Shtmanhk accused me of 一切只是順口開河.
Here is the link:
http://hongkongfilms.mysinablog.com/index.php?op=ViewArticle&articleId=3005448
Of course, I will need to do a lot of additional analyzing to come up with a formula, but I can assure you I take all of your considerations a few weeks ago.
Gary
《加勒比海盜》睇得多都無乜新鮮感， 3D 掠水，香港人叠水，估計《加勒比海盜：魔盜狂潮》收3500萬。
Ken Resurrected
If HK people are smart spenders, they will reference reviews for this movie and not let distributors of the movie make so much money. Unless, of course, they have a lot of money to waste and would not mind continuously being ripped off paying these insane surcharges.
Like I say, if HK people do not do their homework on purchasing real estate or other items, then why would they call paying extra for movie ticket prices? LOL
B
While I agree that Pirates will be very frontloaded, it’s not because it’s getting bad reviews. The Pirates franchise in HK has always been frontloaded. Pirates 2’s OW accounted for 54% of its total. Pirates 3 – 49%. And bad reviews doesn’t equal frontloadedness. Step up 3D only dropped 28% in its 2nd weekend on its way to a 2.48m total.
I am not comparing Pirates 4 to Shrek 4. I am simply saying that you need to take into account movies that opened on a holiday or movies that have special screenings on Wednesday, which you have explained and described in your post.
Thanks. That’s what I was looking for.
Ken Resurrected
STEP UP 3 is a whole different deal, because it appeal to teens, and unlike the previous two movies, this time STEP UP opened during the summer, and it has 3D surcharges.
Besides, teens don’t pay attention to reviews, but actually its HK word of mouth wasn’t so bad.
The first STEP UP receive decent reviews in North America because it tackles the subject of inner city violence, and has an uplifting message, whereas STEP UP 3D is all about dancing, which suits the international markets like HK.
Anyway, I get what you mean. So if indeed PIRATES 3D is going to be extremely frontloaded, it will not even make my optimistic HK$39 million opening.
華仔
豪華正場65元.優惠場45元.但為了要睇晒最後字幕的片段我最後選擇了星期二去THE ONE睇85元