Lying flat and being watched a movie! The ＂Bed Cinema＂ on the Central Street became the punching point in online celebrity.
There are no seats in the cinema, only a double bed. Lying flat and watching movies has recently become a trend. If you are sleepy, just sleep! In 2023, a "bed cinema" in Harbin quickly became a punching place in online celebrity, but it was not a couple-themed cinema. The owner of the cinema said that their target customers are family audiences, and they hope that young people can take their parents out of their homes and "enjoy the new movie-watching service together". They are planning to launch a free nostalgic special for the elderly audience, and also set up a "Party Building Hall" to mainly show the main theme films.
Central Avenue will invest 10 million yuan in new construction.
Modern Times Cinema on the Central Street is an "anti-routine" cinema. There are 20 double beds in the "bed hall". No matter how many tickets are sold, there are two people in each bed, and the audience is covered with blankets to watch movies. This kind of bed viewing is comfortable but not ambiguous. On the contrary, when the lights are on, the cinema is as bright as a amphitheatre. The person in charge said with a smile that the design concept "seems bold and rebellious, but in fact it is upright."
Wanda, Jin ‘an, Dashang, China Film Center … The Central Street is the most competitive business district of Harbin Cinema. This pedestrian street is surrounded by four or five modern studios. If you want to share a piece of this "war zone", it is undoubtedly the "hell mode". Cinema in China has experienced a low ebb in the past three years. Most viewers are used to watching online movies at home, and their viewing mentality has changed greatly. At the beginning of 2023, the film market recovered, and the national ticket prices generally rose. In order to attract the audience to return, several major studios in Harbin not only did not increase the ticket prices, but also upgraded their services, introduced massage chairs, engaged in membership activities, and gave small gifts on holidays. At this moment, Modern Times Cinema smashed 10 million yuan on Central Street and began to decorate. Mr. Cui, the manager of the cinema, told Harbin Daily reporter, "In the past three years, many people used to lie at home and watch projectors. Now’ watching movies’ has become the most basic function of cinemas, and cinemas that can play, enjoy and have distinctive personalities are the future trend. We focus on a comfortable and casual one here, sitting, lying down and watching. If you are sleepy, just sleep. "
Eat snacks and watch movies in bed.
The reporter’s first impression when entering Modern Times Studios is that this is a "paradise for social fears". There is no ticket inspector at the gate, and the audience doesn’t even have to pick up the tickets. The booking code in the mobile phone can be scanned at the entrance machine to enter the cinema, and the code can be scanned in and out at any time before the movie is over. The theme and decoration of each cinema are different. Spaceships are painted on the walls of the children’s hall, with colorful seats and animated films being shown. The couple’s hall is a double electric recliner, and the angle can be adjusted at will; The party building hall with the red theme is retro and solemn … The person in charge told the reporter that the cost of each electric recliner in the cinema is more than 5,000 yuan, and the price of a mattress with a double bed is higher. "It is to be more comfortable than lying at home. When you are engaged in activities, you can also send popcorn and coke, and you can watch and eat snacks on the bed."
What the studio owner didn’t expect was that he spent a lot of money to introduce three-color laser projection technology, and spent a lot of money on Feida audio and full-arc metal screen, trying to create top-level audio-visual effects, but what customers praised the most after opening turned out to be "the lobby game machine is good". The studio spent hundreds of thousands of dollars on large-scale video games, doll machines and massage chairs, decorated the lobby into a leisure and entertainment area, and put up props such as "I miss you very much in Harbin". Just after its opening, it caught up with the big explosion of the Dragon Boat Festival. On the eve of the Dragon Boat Festival, the central street was crowded with people. Modern Times Cinema simply showed it all night, and the venue was full. The doll machines in the hall were all caught empty. "Many people stayed here all night, catching dolls, playing games and watching a movie, and then went straight to the riverside for an outing at dawn," said Manager Cui.
(Summer box office explosion)
Open for one month and become a punching point in online celebrity.
Only 40 tickets can be sold for 20 double beds, and the fare is exactly the same as that of ordinary cinemas. The minimum membership price is 19.9 yuan for one person to watch a movie … The person in charge of the cinema admits that it is not a wise choice to put a double bed in the cinema from the perspective of investment. At present, the expensive "bed hall" has less income than ordinary cinemas, "but it represents a trend of future cinemas, more humanized service, and the distance between beds is very wide. Nowadays, the audience watching movies is mostly young people. We hope to attract middle-aged and elderly people who are used to’ squatting’ at home with a more comfortable environment, more services and better audio-visual experience. "
As soon as the movie market recovered, it invested 10 million yuan in high-rent lots. At the beginning, many people advised the owners of Modern Times Studios not to take too many risks, but in 2023, the strong performance of Harbin box office hit these people in the face. Harbin’s summer file exploded with 132 million yuan, and the National Day file was three times that of last year. The movie market in Ice City was all the way red and triumphant!
The person in charge of the studio said that they got the first place in the group purchase list of Tik Tok Studios in the same city within one month of opening, which attracted many netizens to punch in. Now "lying and watching" is a very popular way to watch movies in the south, and the central street is the trend vane of Harbin. "Visitors can not only see the century-old buildings, but also the most fashionable and advanced cultural and entertainment facilities in this street. I believe it will get better and better in the future. We have confidence in Central Street and Harbin! "
Source: Harbin News Network
Reporter: Gao Yun
(Some pictures are provided by respondents)
Editor: Liu Yixuan
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