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Cinemas in Nanjing Charging ¥300 to See “Avengers: Endgame”

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Another Marvel movie, “Avengers: Endgame”, is taking us by storm. Just as the film looks set to break all known box office records worldwide, in Nanjing, it is already very hard to get a ticket without paying over the odds. Yet, the fact that people are prepared to do so reveals a lot about the Chinese pysche of today.

At time of writing, a ticket to see “Avengers: Endgame” at Nanjing Xinjiekou International Cineplex in Deji Plaza goes for between ¥46.5 and a staggering ¥300. According to Tencent news outlet, First Line, it is entirely possible that of the ¥300, only ¥30 will be counted as box office takings.

An industry insider commented that discrepancies of ¥10 to ¥20 are generally acceptable to both cinema and cinema goers. He dismissed the behaviour of the theater in implementing a “cinema service fee” to raise prices, saying, ”The ticket price already includes a portion of profit for the movie. Is there any reason to add another net income and not split it with the film?”

The runaway demand for tickets and the astronomical prices thereof are also an indication that many have been going to see the film simply because it is trendy to do so. Whoever gets to watch the new release first shall be considered the coolest.

Very prevalent in China today are this desire to not be left out of the conversation and a craving for other people’s attention and approval. It is estimated that as much as 70 percent of netizens tend to hop on trends they know nothing about, most commonly joining online mourning, citing the deceased as a source of daily inspiration.

So it is with “Avengers: Endgame”, with many people paying little heed to the story, describing the movie simply as “visual enjoyment”, no matter the ticket price.

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