Economic Daily pointed out that recently, some consumers discovered that the ticket price for online movie purchases included a service fee, and in some cases, the service fee charged by platforms or theaters was even higher than the ticket price. This raised questions: Is the high service fee reasonable? According to theaters, this money is primarily used for maintaining projection equipment, staffing ticket checkers, and maintaining environmental sanitation. For special screening rooms like VIP or IMAX, the service fee may cover higher equipment investment or improvements to the viewing experience, leading to higher prices. In fact, consumers do not oppose fees; they are concerned about the lack of transparency and reasonableness in the charges. The theaters’ concealment of the service fees may also indicate a lack of confidence in their current service levels. If theaters can innovate their service models and transform this fee into an upgrade of the viewing experience, consumers will likely be willing to pay. For example, by updating the projection equipment and enhancing audio-visual effects, they can create a unique sensory experience for viewers; hosting offline activities and boosting interactive communication to offer Personal Services to the audience.
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经济日报:观影服务费应取之有道
Economic Daily: The service fee for movie viewing should be justly charged.
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