World Cup is a new money machine for China's cinemas and hotels
JAKARTA - The World Cup is now not just a matter of stadiums and television screens. In China, cinemas and hotels are also looking for new revenue from live broadcasts of matches via giant screens, premium audio, and special viewing packages.
According to a report by Yicai Global quoted Thursday, June 18, this business model runs after the broadcast rights authorization is completed. China Media Group, the exclusive multimedia rights holder of the World Cup in mainland China, authorized China Film Group Corporation to channel the broadcast license to the program participants' cinemas.
More than 1,200 cinemas in more than 150 cities have completed technical preparations before the tournament begins, according to data from China Central Television.
More than 60 matches will be broadcast live throughout this year's World Cup.
This program opens up new revenue opportunities for cinemas and hotels. Viewers get a bigger viewing experience than the home screen, while restaurants and shops around the location have the opportunity to enjoy the influx of visitors.
The challenge is in the broadcast time. Because of the time difference between China and North America, many matches take place in the morning in China. Some big matches are even held in the early hours, such as England against Croatia at 04.00 local time.
Yicai Global found through the China Film mini program that a number of participating cinemas have already sold tickets to watch the World Cup together.
Ticket prices vary at each location. Most are in the range of more than 40 yuan to 50 yuan, or about 6-7 US dollars.
This is the first large-scale live broadcast of the World Cup on a Chinese cinema network. At the 2022 World Cup, a number of cinemas had tried similar services, but the screenings were limited because they had not received broadcasting rights.
Hotels also don't want to be left behind. Some make high-quality match broadcasts the main attraction to attract guests.
Some upscale hotels even offer viewing packages in presidential suites. These packages can accommodate more than 10 people, complete with professional audio-visual equipment and special services.
Senior economist of the culture and tourism industry, Zhao Huanyan, said that special World Cup viewing venues could help cinemas and hotels improve their businesses.
According to Zhao, cooperation with local traders can also encourage restaurant and retail sales around the location, as well as tap into the potential for community shopping during the summer.