Rebirth Enchanted Xiangjiang

Experts have produced many effects, such as the butterfly effect that everyone is most familiar with. It is said that the occasional vibration of the wings of a butterfly in the Amazon rainforest may cause a tornado in Texas, USA in two weeks.

Among the various effects, the economic effect is the most. The economic downturn will produce the so-called lipstick effect. The economy is relatively picking up, and the economic situation is good. There will be a skirt effect.

The economic phenomenon of lipstick effect is the most used in the movie circle or the entertainment circle.

"Lipstick effect" refers to an interesting economic phenomenon that causes hot lipstick sales due to economic depression, also known as "low-price product preference trend".In the United States, whenever the economy is in a recession, the sales of lipsticks actually rise sharply.This is because, in the United States, people think that lipstick is a relatively cheap luxury. In the case of economic downturn, people still have a strong desire to consume, so they will switch to cheaper luxury products.

What does this have to do with the film industry and the entertainment industry? Lipsticks are considered cosmetics.

In fact, this effect refers to a phenomenon, not just a certain thing. Just like lipstick, movies are no necessities of life, and movie ticket prices are also a relatively cheap luxury during the economic depression.

From the perspective of microeconomics, the substitution effect is greater than the income effect.In the economic depression, people's income will decrease, and under normal circumstances, people's consumption will also decrease; however, when people give up buying houses, cars, or traveling abroad and other expensive commodities, people will use their spare money to consume those expensive commodities The substitution of "cheap non-essential things", which has a substitution effect.This substitution effect is far greater than the income effect of reducing consumption due to income reduction, so the lipstick effect is produced.

For example, in the United States, the film industry has always been the biggest beneficiary of the "lipstick effect". The Hollywood film industry has stood out during the seven major economic crises in the United States, thus establishing its unique industrial position.

Decades ago, in the 1920s and 1930s, the American economic crisis, when almost all industries were quiet and cold, Hollywood movies took advantage of the momentum, and lively music and dance films became popular, bringing joy and hope to the audience, and also let Xiulan. ·Temple became a well-known star.

The same is true for the Chinese film market after 2008. The economic recession in 2008 was accompanied by a rise in movie box office.The movie "If You Are the One", released in December, exceeded 80 million yuan at the box office in the first week.The slowdown in China's economic growth in 2014 was accompanied by the strong rise of the cultural media industry, especially the film (film and television) industry. Before the domestic film "Monster Hunting" became popular, then the domestic TV series "Langya Bang" became popular.

These all have a lipstick effect.

In Qiao Feng's view, the box office explosion of Hong Kong movies in 1982 and the following two years was also a phenomenon of lipstick effect.

The prerequisite for the lipstick effect is economic depression, and Hong Kong's economy in 1982, especially the property market, was depressed.

This situation has been foreshadowed since the second half of 1981. In the years before 1981, the real estate market in Hong Kong was quite hot, with land and property prices rising sharply and speculation.Since 1978, Hong Kong's real estate market has begun to deviate from its normal development track and rise like a rocket.Take the eastern part of Tsim Sha Tsui as an example. Land prices have risen six to seven times in three years, and property prices have also risen three times.

All investors have lost their minds. When property speculation is the hottest, speculators simply speculate on the entire building, forming a boom in "speculation in buildings" and "speculation in hotels."At times, there were frequent news of the entire commercial building changing hands at high prices in various prosperous commercial areas such as Central, Wan Chai, and Tsim Sha Tsui East.

Among them, the most talked about is the Golden Gate Building in Admiralty, and the speculation in the Federal and International buildings in Central.The Golden Gate Building changed hands three times between December 1978 and September 1980, and the price increased from 715 million yuan to 1.68 billion yuan.

By the peak of real estate in 1981, the price of a small residential unit had risen to about 1,000 yuan per square foot, and the price of a 400-square-foot residential unit had increased to about 300,000 yuan. The average monthly income of a citizen family was about 3,000 yuan, that is, buying a small house The unit’s payment is equivalent to 101.5 months’ salary of the citizens.

Housing prices are far beyond the affordability of the Hong Kong people at that time. When consumers' wage income is far behind the increase in property prices, it is inevitable that property prices will fall.In 1981, the real estate market in Hong Kong turned sluggish, and the vacant area greatly increased.

Based on this situation, Qiao Feng did not rent or buy any large office space, but only rented a small unit near his home.

If 1981 was just a sluggish year, then 1982 was the beginning of the real estate market collapse. In addition, bank interest rates adjusted, interest rates continued to rise, and bank and financial company credit contracted. In addition, the global economic recession made Hong Kong's economy also depressed. Another issue is that the future of Hong Kong has surfaced, and China and Britain have not reached agreement on the return of Hong Kong.

In September 1982, British Prime Minister Thatcher took advantage of the victory of the Falkland Islands to visit Peking and formally raised the issue of Hong Kong's future.She proposed to the Chinese leader to exchange sovereignty for governance, but was rejected. As a result, she stumbled historically in front of the Great Hall of the People. This stumble spread to Hong Kong. The already exhausted stock market and real estate fell. It started a low ebb that lasted for several years, and a large amount of capital flight also caused Hong Kong's economy to be in a period of continuous depression.

Therefore, under the influence of the economic downturn, the Hong Kong film market in 1982 had a major explosion. At the end of 1981, the ticket price was increased by 50% on the basis of the original price.

As the first crab-eating movie in 82 years after the price increase, A plans to be screened on all Jiahe cinemas on January 1st at 8 am.

Then that day, the box office broke 1.8 million, and the Hong Kong film circle was in an uproar. Then TV and newspapers vigorously reported and analyzed.

However, the first time Qiao Feng knew, he didn't care about it. 1.8 million is a lot, of course it is a lot. In the past, the box office in a single day was only 1.4 million at most. It was just a few days after the release of the happy ghost last year. Everyone earned it by Amway, but now it has increased by 400,000 directly to 1.8 million on the first day.

But if you calculate the box office price increase, 1.8 million is actually equivalent to last year’s daily box office of 1.2 million. The first day of the release of Happy Ghost was this day’s box office.

The same number of movie viewers, but the ticket price has been increased from 8 Hong Kong dollars to 12 yuan.

But except for a few calm people like Qiao Feng, whoever cares whether it is the reason for the box office price increase, anyway, what they see in their eyes is only the big increase in the daily box office, and Jiahe will make a profit.

Within half a month of its release, the box office of Project A has soared to more than 22 million. On the sixteenth day of its release, the best partner produced by Xinyicheng was shown on the Golden Princess Theatre line.

Because there was a midnight screening before the release, the popularity of this film broke out from the beginning. The box office on the first day was 1.68 million, which was only 120,000 less than the first day of plan A, while the daily box office of plan A was lost. From 1.3 million the previous day, it directly dropped 200,000, and ended the day's screening with 1.1 million.

Now Zou Wenhuai finally knew that the wolf was coming.

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Thanks to Yan Zhe for the 100 coins reward.