By Benjamin Cost
In an effort to make the cinematic experience more accessible to China’s moviegoers, China’s State Administration of Radio, Film and Television (SARFT) plans to set a maximum price for movie tickets in the near future.
It will also urge theaters to increase their number of half-off ticket deals. Currently, ticket prices hover around 60-80RMB, the average cost of a Western movie pass – a major point of concern when considering that the average Chinese worker earns much less than most Westerners’ annual salary.
Despite this past year’s elevated prices, however, China’s relentless stream of moviegoers has not let up in the slightest:
According to The Guardian, China “now boasts the third-largest annual box office returns in the world.” 2011 saw Chinese cinemas pull in around RMB 12 billion (close to US$ 2 billion).
Nonetheless, your average Shanghai shop clerk will undoubtedly view the price cap as a godsend; especially seeing as not everybody might be so keen on blowing over half the day’s pay on the latest Hollywood braincell-buster.