Chapter 164 [Cashability comes into play, speeding up resource integration]

"Boss Coal's 21 billion will be used by Yixing Media Group to promote the layout of the theater chain." Fang Hong made the arrangement directly, looked at Hua Yu and added: "The promotion of the theater chain It's best to combine it with real estate, let's promote the commercial real estate under Huayang Group together, so that they can complement each other."

Huayu thought for a while, and couldn't help but wonder: "Combined with real estate? Do you want to take Wanda's route model?"

Hearing Fang Hong's arrangement, Hua Yu immediately thought of Wanda Plaza and Wanda Cinema.

Wanda obtained money through commercial real estate. At the beginning, it never thought of building its own theater chain. Instead, it found Time Warner in North America as a partner and established Warner Wanda Cinema in 2004.

But only in the past year, Wanda found that the cooperation was not going well, so he decided to go it alone, so he established Wanda Cinema. After that, wherever Wanda Plaza opened, Wanda Cinema will open.

Fang Hong nodded and said: "That's right, wherever Huayang Real Estate does, the theater company under Yixing Media will advance. After the shopping mall is completed, it needs the supporting facilities of cinemas. The supporting facilities of cinemas, especially multiplex theaters, can enrich the commercial plaza. business diversity."

After pausing for a moment, Fang Hong continued: "The popularity of movies can increase the rent of your commercial plaza under Huayang Real Estate. You Huayang lowered the rent for Yixing Cinema. You can give an internal price alone, which can greatly reduce the rent." The difficulty and risk of operating a movie theater."

Hearing this, Hua Yu couldn't help but nodded in approval.

This is a win-win situation, everyone gets something, it is not about who takes advantage of the other, but complements each other and makes the cake bigger.

Wanda first played the way of opening theaters through real estate. After he got the hang of it, other real estate tycoons followed suit. Several leading theater companies in the mainland have the support of real estate tycoons behind them.

Fang Hong said slowly: "From the perspective of Wanda's development in the past five years, the biggest contribution of real estate companies to theaters is to accelerate the transformation from single-hall theaters to multi-hall theaters. For the audience, the benefits of multi-hall theaters are There are many choices, and the interval between shows is short, so you can watch it at any time, and watching movies is no longer a ritual thing, but has become a kind of daily entertainment.”

"For movie theaters, after the cost of each screen is evenly distributed, it becomes lower, and more audiences gather. With more audiences, there are more ways to make money, such as selling popcorn, selling derivative products, catching dolls, smoking blinds Boxes and even small supermarkets in the sales hall, etc., this is one of the important factors why Wanda opens wherever the plaza opens and Wanda theaters open.”

Huayang Real Estate took this route and gave Yixing Media's theaters a special discount on the rent. Fang Hong did not take advantage, because the commercial real estate under Huayang did not lose money, but made more money.

The entire commercial plaza is not just a movie theater, but because the movie theater brings a huge flow of people, it indirectly drives other surrounding businesses. The popularity will definitely attract more people to open shops, and the rent of shops will naturally rise.

Hua Yu immediately said: "I will convey your meaning to my father later, and I believe he will agree."

Definitely, definitely agree.

But Huayu did not give Fang Hong a direct answer at this time. Although Hua Yongming's attitude is very clear, the process still needs to go through again, so as to reflect the independence of Huayang Group. After all, Huayang Group is not a subsidiary of Qunxing Capital. company.

While thinking about it, Fang Hong ordered: "The theaters under Yixing Media should mainly use 3D digital theaters. A movie theater has 6 auditoriums, of which 3D screens should account for 4 of them."

Huayu nodded to himself and said: "When it comes to the 3D movie market, it is indeed a huge profit. In September last year, the first commercial 3D movie "Journey to the Center of the Earth" was introduced in the mainland. It set a box office of more than 60 million."

Apparently, Huayu himself also supports the 3D theaters of the theaters under Yixing Media. Currently, there are only more than 200 3D screens in China, which is stretched.

In fact, theater investors have also gradually realized the huge market potential in the relationship between supply and demand of 3D movies: audiences waiting in line outside theaters and online "ticket asking" posts made the fledgling 3D movie market suddenly enter a period of huge profits.

Fang Hong, who has the advantage of foresight, knows better. As James Cameron predicted, 2009 will become the first year of 3D movies. This year, "Monsters vs. Aliens", "Ice Age" 3", "Up" and other 3D movies have been released.

In particular, Cameron's ten-year-long "Avatar" was released in North America in December this year, setting off a frenzy of 3D movie viewing around the world, and it also set off a movie-watching frenzy in the Greater China market. It was the first film in the market with a box office exceeding 1 billion, which shocked the industry.

As a new thing, 3D movies have stimulated the desire of domestic audiences to "try the early adopters". A large number of audiences went to movie theaters for the name of 3D. It fully embodies the need to make money as early as possible.

But now there are very few 3D screens, only more than two hundred 3D screens.

However, the current growth rate of 3D screens is very fast, outperforming the overall growth rate of the movie market box office and screens.

From 82 3D screens in September 2007 to 110 3D screens in December 2008, it has now reached more than 200 3D screens.

The original cinema investment companies in the industry are already discussing including 3D project procurement into the list of conventional projection equipment procurement, and increasing the proportion of 3D cinema halls in the medium and long-term planning.

And Fang Hong knows that the 3D movie boom in the second half of this year, especially after the release of "Avatar", can be said to be menacing, which can be said to have caught many people in the industry by surprise.

For a time, major theaters purchased equipment one after another, and launched 3D cinema projects. Some non-industry capital was also encouraged by the phenomenon of "queuing up to watch 3D", and plunged into the theater investment industry, which became indispensable for promoting 3D screens and even increasing the number of theaters. The power to underestimate.

In particular, the release of "Avatar" brought a new round of upsurge in the 3D theater investment market. In Fang Hong's past life memory, a vivid metaphor is that the difficulty of buying a 3D movie ticket for "Avatar" at that time had exceeded The difficulty of buying a train ticket for Spring Festival travel has been overcome.

Even so, audiences are often willing to spend hours queuing or waiting three weeks in an online booking system for a 3D movie, rather than settle for a 2D version of "Avatar" in theaters.

Since the release of "Avatar", if a theater does not have a 3D theater, people will always feel that there is something missing.

But at this time, Fang Hong, who was sitting in the office rest area, drank a glass of water, and then said in an orderly manner: "At present, there are more than 200 3D screens in the whole country, and Yixing Media's entry is not a trivial matter. "Avatar "The North American premiere of this movie is scheduled for December, and the Greater China market should be scheduled for early January next year. I am optimistic about this movie, and I am even more optimistic about the future mainstream trend of 3D theaters."

Speaking of this, Fang Hong looked at Huayu and added: "The 3D cinema project cycle is short, and the threshold is not very high. Let Yixing Media enter the market with capital, mergers and acquisitions, upgrades and upgrades, in short, accelerate the integration of theater resources. , to reach more than 1,000 3D screens before Avatar is released, I am referring to the number of screens under Yixing Media, not the national market."

Fang Hong wants to deploy in the entire entertainment industry chain, and the growth rate of 3D theaters in the mainland market will inevitably increase further, far exceeding the current market size in the previous life. Not surprisingly, after the release of "Avatar" in this life in the mainland, more With the support of the number of 3D screens, the box office market size in the mainland is expected to exceed Fang Hong's previous 1.3 billion yuan, and it will definitely reach 1.5 billion yuan.

Hua Yu nodded: "Understood."

After the coal boss Li Yongzhi's more than 20 billion funds arrived, Yixing Media can be spread out. The promotion of its theater companies, as for the construction of movie theaters in various places, is mainly divided into two directions to go hand in hand.

One is to build a movie theater directly with a wholly-owned project, and the other is to cooperate with other small owners who want to open a movie theater.

If a local small boss wants to open a movie theater, he must first choose a theater chain to join, and the theater chain will provide films and handle procedures such as business licenses.

Then the theater chain company will own about 30% of the cinema’s equity. If the small owner’s own funds are not enough, if the theater chain helps advance funds, the theater chain will own more equity in the cinema.

The second is the venue. The cost of the venue is also settled by the equity of the cinema. Generally, it will account for about 8-10% of the equity of the cinema. A cinema will cost about 5 million yuan if the capital cost is calculated based on the multi-functional theater with 6 screening halls.

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