How Much Should It Cost to Watch a Movie Can No Longer be a “Confused Account”
Recently, some moviegoers have raised concerns about discrepancies in movie ticket prices when purchasing tickets online versus at the cinema. Netizens have reported instances where they paid one price online, only to discover a different price printed on their physical ticket upon arrival at the theater. This has sparked questions about where the price difference is going and why consumers are not being fully informed about additional fees.
According to the Jiangsu Provincial Consumer Protection Commission, consumers are often unaware of various service fees such as third-party service fees, theater service fees, and ticket inspection fees when purchasing tickets online. While it is understandable for there to be service fees associated with watching movies, consumers have the right to know and choose whether they are willing to accept these fees. Transparency is key in ensuring that consumers are fully informed about the total cost of their movie tickets.
In an effort to address these issues, the China Film Distribution and Exhibition Association issued the “Movie Ticket Marketing and Sales Specifications” in July 2015. This guideline requires that movie tickets sold online clearly indicate the price of the movie ticket and any associated service fees. However, despite these regulations being in place for nearly 9 years, the issue of high service fees still persists.
Industry experts suggest that the lack of enforcement and oversight has allowed e-commerce companies to continue charging high service fees without explanation. The Jiangsu Provincial Consumer Protection Commission emphasizes the importance of clear pricing and transaction rules, as well as respecting consumers’ right to know.
In order to promote fair and transparent pricing in the movie ticketing industry, there is a need for industry authorities to strengthen regulations and potentially even introduce legislation. It may also be beneficial for relevant departments to conduct interviews with e-commerce companies or for consumer associations to file public interest litigations in order to raise awareness about these issues.
By improving transparency and eliminating unreasonable pricing methods, the cultural consumption industry can attract more consumers and contribute to economic and social development. This will ultimately create a more sustainable foundation for the growth and prosperity of the cultural industry. As various localities work towards promoting cultural consumption, addressing the issue of discrepancies in movie ticket prices could serve as a step towards ensuring a more positive and affordable cultural consumption experience for all.