电影票房利润的新准则

2011 was a major shot in the arm for China's movie industry, with box office takings hitting a staggering 13 billion Yuan. The number of cinema screens also jumped, from just over 6,000 to around 9,000. But does a booming industry mean cheaper tickets for film lovers?
对中国的电影产业来说，2011年是一个重要的机会，票房收入达到令人惊人的130亿元。电影院的数量也激增，从6000多个增加到约9000个。但是，快速发展的电影产业对影迷来说是否意味着电影票更便宜？

Eighty, ninety, or even a hundred yuan for a ticket.
一张电影票要80元、90元，甚至是100元。

Sometimes cost can be a barrier to enjoying a night at the cinema.
有时，费用可能成为在电影院享受一个晚上的一大障碍。

Cinemas traditionally tend to attract youngsters hoping to catch the latest releases. But one Beijing cinema is trying to draw older film buffs to the big screen.
传统上，电影院通常都吸引那些希望追到最新发布的影片的年轻人。但是北京一个电影院正尝试吸引那些年老的影迷来到大屏幕前。

A cinema goer said, "They offered a special price on group tickets, to attract older people like us.”
一位电影观众称：“为了吸引像我们这样的人，他们提供特价的团体票。”

Group tickets, online group purchasing, and loyalty cards are the sales strategies being used to tempt movie fans of all denominations.
团体票、网上团购以及优惠卡是用来吸引各类影迷的销售策略。

It's why this box office has the biggest takings in the whole of the country.
这就是全国的票房收入能达到最大值的原因。

Luo Ju, Wukesong Branch manager of Jackie Chan Cinema House, said, "We offer tickets at 30 or 40 yuan before six pm, except weekends. It makes our average ticket price very low."
成龙电影院五棵松分店经理Luo Ju称：“除了周末，我们在下午6点钟之前提供30元或40元的电影票。这使得我们的平均票价非常低。”

Experts say group purchasing, and on line sales should counterbalance rising prices. And more screens means more competition among cinemas, to attract the public.
专家表示，团购和网上销售可能会抵消上涨的价格。为了吸引公众，更多的电影屏幕意味着电影院之间的竞争会更多。

Some believe there's always room for more discounts.
一些人认为，总会有更多的折扣空间。

Gao Jun, film critic, said, "The high price of tickets is reasonable in some ways. After all, box offices are booming. But I agree there should be some room for dropping down. "
电影评论家Gao Jun称：“在某些方面，电影票价格高是合理的。毕竟，票房正在急速发展。但是我认为，应该有一些降价的空间。”

Gao Jun says ticket prices should vary according to different films, cinemas, time slots and audiences.
Gao Jun表示，票价应该根据影片、电影院、档期和观众的不同而不同。

The distribution of income between production companies and cinemas is another hot issue.
制片公司和电影院之间的收入分配是另一个热点话题。

When "The Flowers of War" opened in December, the cheapest tickets were listed at 40 Yuan instead of 35. The production company demanded 45 percent of the takings rather than the normal 43 -- an industry standard since 2009.
当12月《金陵十三钗》开播的时候，电影票最便宜的价格是40元而不是35元。制片公司要求45%的收入而不是平常的43%——43%是2009年开始实施的行业标准。

Despite the efforts of cinemas to fight the change, they eventually agreed to reduce their percentage.
虽然电影院努力与这种变化作斗争，但是他们最终都同意降低他们的比例。

Gao Jun said, "How the benefits are divided will follow the international trend. A two percent increase for the production side still means cinemas will earn money, if the film is good."
Gao Jun称：“收益如何分配会跟随国际趋势。如果是部好影片，制片方增加2%对电影院来说仍然会赚钱。”

New guidelines issued by the State Administration of Radio, Film and Television say cinemas can no longer demand over fifty percent of profits in the first round of distribution.
国家广电总局新发布的指南规定，电影院在第一轮分配中再也不能要求50%以上的利润。

The measures are aimed at encouraging producers, as the creative force behind the movie industry, to reap more reward from their investments -- and continue making the movie magic.
该措施旨在鼓励制片人，电影产业背后的创造性力量从他们的投资中获取更多的报酬，继续创造电影奇迹。