CINEMAS - CHINA - DECEMBER 2017

CINEMAS - CHINA - DECEMBER 2017

Dec 2017 Mintel MediaN/A Price :
$ 3990

Recovering from a glitch in 2016, cinemas are back on track and seeing sustainable growth. Facing fierce competition from video streaming services, cinemas need to continue to invest in the latest film technologies, since rich formats are a key driver to convince consumers to go to the cinema instead of watching films at home

Table of contents
OVERVIEW
What you need to know
Covered in this report
Excluded
EXECUTIVE SUMMARY
The market
Back on sustainable growth track
Figure 1: Best- and worst-case forecast of film box office, China, 2012-22
Figure 2: Best- and worst-case forecast of cinema admissions, China, 2012-22
Domestic films compete with imported films with more confidence
Investment in screens, technology and content will drive further growth, along with consumers willingness to spend
Companies and brands
Wanda leads in a fragmented market
Players make attempts to engage consumers
Innovation focused on enhancing watching experience
The consumer
Online streaming is a troublesome competitor
Figure 3: Film watching frequency and occasion, August 2017
Audience visit cinemas to watch a film mostly because they like the film itself
Figure 4: Factors encouraging film watching, August 2017
Rich formats and blockbusters more favourable
Figure 5: Film watching preferences, August 2017
Merchandise other than snacks and drinks are niche
Figure 6: Film-related products spending, August 2017
Cinema visits primarily for better watching experience
Figure 7: Important factors in choosing a cinema, August 2017
Going to the cinema is a relaxing experience for consumers
Figure 8: Meaning for watching films Word cloud, August 2017
What we think
ISSUES AND INSIGHTS
Rich formats differentiate in-cinema watching from online streaming
The facts
The implications
Private cinemas an emerging trend
The facts
The implications
Figure 9: A private cinema in China, November 2017
Popular celebrities no longer a box office guarantee
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Box office recovers and admission continues to grow
Domestic films contribute more to overall box office
Accessibility of screens, decent content and increasing leisure expenditure drive further growth
MARKET SIZE AND FORECAST
Back on strong growth track
Figure 10: Best- and worst-case forecast of film box office, China, 2012-22
Figure 11: Average ticket price in RMB, 2012-16
Consistent growth in admissions, though speed will slow
Figure 12: Best- and worst-case forecast of cinema admissions, China, 2012-22
MARKET BREAKDOWN
Domestic films growing strong, despite hiccups
Figure 13: Box office by domestic and imported films, China 2012-17
Imported films: not just US and European films in the future
Great potential in merchandise revenue
Figure 14: Drinking water and snack with Zootopia-themed packaging, China, Dec 2016 & Jan 2017
MARKET FACTORS
Accessibility of film screens drives growth
Figure 15: Screen number in mainland China, 2012-16
Technology enables cinemas to differentiate from streaming
Quality content instead of buzz
An overall willingness to increase leisure spending
Options for leisure activities are broadening
KEY PLAYERS WHAT YOU NEED TO KNOW
A fragmented market
Engage through membership and new technologies
Reach more audience via diversified watching experiences
MARKET SHARE
Still a fragmented market
Figure 16: Market share by box office revenue, 2014-16
Wanda leads in revenue per cinema and per screen
Figure 17: Cinema and screen number, share and value per capita, 2016
COMPETITIVE STRATEGIES
Invest in latest technologies
Membership plans to bond with consumers
Online ticket platforms competing by integrated functions instead of subsidies
WHOS INNOVATING?
Cinemas go beyond being just somewhere to watch films
Leveraging technology to enhance watching experiences
Serve the underrepresented
New ways of pricing
THE CONSUMER WHAT YOU NEED TO KNOW
Cinemas face fierce competition from video streaming service
Film content the most important motivator
Preference for rich formats and blockbusters
Consuming snacks and drinks while watching films is common
Location and effect are key consideration factors
Going to cinemas is a way to relax
FILM WATCHING FREQUENCY AND OCCASIONS
Fierce competition from new ways of watching films
Figure 18: Film watching frequency and occasion, August 2017
Figure 19: Total number of films released in China, by domestic and imported, 2015-17
Heavy cinema-goers are likely to be film enthusiasts from tier one cities
Figure 20: Cross analysis for heavy cinema-goers and heavy streamers, August 2017
FILM CHOICE FACTORS
More focus on the film itself, although reviews have an influence
Figure 21: Factors encouraging film watching, August 2017
Males prefer series while females listen to friends and family
Figure 22: Selected factors that would encourage people to watch a film, by gender, August 2017
Figure 23: Film watching motivators, featuring actor/actress, by age and gender, August 2017
Consumers with higher education level select films more seriously
Figure 24: Film watching motivators, by education level, August 2017
Cinema-goers vs online streamers
Figure 25: Film watching motivators, by heavy streamers and heavy cinema-goers, August 2017
FILM WATCHING PREFERENCES
Consumers look for rich format in cinemas
Figure 26: Film watching preference Format vs Occasion, August 2017
Blockbusters still an important driver of box office
Figure 27: Film watching preference blockbuster vs cult films, August 2017
Consumers want light-hearted but not shallow films
Figure 28: Consumer matrix by film type preference, August 2017
Being foreign no longer proof of high quality
Figure 29: Film watching preference foreign vs Chinese films, August 2017
Figure 30: Film watching preference foreign vs Chinese films, by income and education level, August 2017
FILM-RELATED SPENDING
Snacks and soft drinks regarded good companions
Figure 31: Film-related products spending, August 2017
Consumers aged 25-29 and parents tend to splurge
Figure 32: Film-related products spending, by age, August 2017
Figure 33: Film-related products spending, by family structure, August 2017
Alcoholic drinks in cinema are more popular among tier one consumers
Figure 34: Film-related products spending, in-cinema choices, by city tier, August 2017
CINEMA CHOICE FACTORS
Audio/visual effects are the second most important factor, after location
Figure 35: Important factors in choosing a cinema, August 2017
Males value audio/visual effects while families value leisure amenities
Figure 36: Cinema attractive factors, by gender, August 2017
Figure 37: Cinema attractive factors, by family structure, August 2017
WHAT DOES WATCHING FILMS MEAN TO CONSUMERS
Relaxation is the top reason for film watching
Figure 38: Meaning for watching films word cloud, August 2017
MEET THE MINTROPOLITANS
MinTs watch more films, and go to the cinema more often
Figure 39: Film watching occasions, once a week or more, by consumer classification, August 2017
Mintropolitans are likely to buy in to the brand effect
Figure 40: Film attractive factors, by consumer classification, August 2017
A primary target for on-site spending
Figure 41: Film related consumptions, by consumer classification, August 2017
Making the experience unique, fun and memorable
Figure 42: Cinema choice factors, by consumer classification, August 2017
APPENDIX MARKET SIZE AND FORECAST
Figure 43: Market value of box office, China, 2012-22
Figure 44: Market volume of cinema admission, China, 2012-22
APPENDIX MARKET SEGMENTATION
Figure 45: Box office for domestic films, China, 2012-22
Figure 46: Market value of domestic films box office, China, 2012-22
Figure 47: Box office for imported films, China, 2012-22
Figure 48: Market value of imported films box office, China, 2012-22
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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