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锁场VS反锁场 电影市场的新暗战
2017-08-08 10:16:10 中国青年网
《三生三世十里桃花》电影剧照
反锁场
电影市场的新暗战
8月6日晚,市民包先生准备带着老婆一起去看电影《三生三世十里桃花》。他点开一家购票客户端选中一家影院晚上22:10场次,却发现这一场次只卖出了四张票,但却不是中间的黄金位置,而是一个角落里的四个位置。包先生又陆续点开了几家影院,发现都存在这样一个非常奇怪的售票现象。
难道是观众都不喜欢影厅里的黄金座位吗?专业人士称,包先生其实是遇到了目前很火的票房现象——锁场!
什么是锁场?锁场的背后有什么样的故事?重庆有锁场吗?这样的行为合法吗?本报记者进行了调查。
“粉丝”全国锁场挺杨洋 影院针锋相对“反锁场”
“粉丝”的力量很强大,在“锁场”这个新颖的操作中,“粉丝”的力量再次得到了验证。什么是锁场呢?微博认证用户“刘亦菲吧官方”给出了科普:所谓“锁场”,就是防止空场以免院线撤场和换场。详细来说,就是在影院排出电影场次后,“粉丝”会第一时间购买空场场次的电影票,一次可能只买1到4张,选择影厅的非黄金位置,这样就能锁住这一场排片,让电影院不能因无人购票而取消场次。同时,它还能给影院传递出这部电影很受欢迎的信息,让影院多排场次。
这样大规模的锁场给影院带来了困扰,一方面一场只有一两张的售票会让影院的运营处于亏损,另一方面它也会影响影院接下来的排片。于是,影院开始采取“反锁场”操作——影院找各种理由给买票的观众退票。在微博上,不少网友晒出多家影院要求退票的通知,理由是“影院机器故障”等。
“锁场”影响影院运营 但不得随意取消场次
记者在网上看到,重庆的部分影院也成为了“粉丝”们锁场的目标。在“刘亦菲吧官方”发布的“锁场”统计中,涉及重庆的场次就达到了50场左右。记者登录购票客户端发现,截至记者发稿时,还有不少《三生三世十里桃花》的场次疑似已被“锁场”。
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