RINAPE :: Volume #12

#1111: Simply is a waste

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Because the online offline promotion efforts are big, caused «You Are the Apple of My Eye» attracts significant attention in a short time, Li Mu decided before the movie opened couple of days ago, was on December 5, first screened 30 previews in Yanjing ahead of time, but the preview will arrange to conduct in own Cinema completely. 由于线上线下的推广力度非常大,使得《那些年我们一起追过的女孩》在短时间内吸引了大量的关注,李牧决定在电影上映之前的前两天,也就是十二月 5 日,先在燕京市内提前上映三十场试映,而试映将全部安排在自己的院线进行。 Li Mu's Muye Cinema in the entire Beijing altogether 14 theaters of different sizes, by „Muye International Cinema” name, has 65 screening halls as well as 12590 seats completely, took Yanjing Cinema 1/3. 李牧的牧野院线在全北京一共有14家大小不等的影院,全部以“牧野国际影城”命名,拥有65个放映厅以及12590个座位,算是拿下了燕京院线的三分之一。 This time, Li Mu places five big theaters 30 previews, these five theater synchronization showing, starting from morning 10 o'clock, altogether show six. 这一次,李牧将三十场试映放在其中的五家较大的影院进行,这五家影院同步放映,从上午十点钟开始,一共放映六场。 The shadow tickets of these 30 previews are all free, but not through any offline channel complimentary ticket, online also only provides in the Taobao net as well as YY through Muying Ticket System synchronously, as for receiving the rule is simple, YY and Taobao user will receive the complimentary ticket to remind ahead of time, so long as the user clicks to pay attention to the movie news of this movie, then has the opportunity to be previewed the watching movies ticket of field. 这三十场试映的影票是全免费的,但不通过任何线下渠道赠票,线上也只通过牧影票务系统在淘宝网以及yy同步发放,至于领取规则非常简单,yy和淘宝用户将提前收到赠票提醒,只要用户点击关注这部电影的影讯,那么就有机会得到试映场的观影票。 December 3 , 10 : 00 am, YY and Taobao net springs the push synchronously, announced in two platforms will issue «You Are the Apple of My Eye» previews the announcement of admission ticket, because previews completely in Yanjing, therefore previewed the announcement of admission ticket also only to issue in the Yanjing ip log in user. 十二月 3 日上午 10 点,yy和淘宝网同步弹出推送,公布了将在两个平台发布《那些年我们一起追过的女孩》试映门票的预告,由于试映全部在燕京,所以试映门票的预告也只发给了在燕京ip登陆的用户。 At present, YY has about 5 million in the Yanjing registration user, Taobao has about 3 million, the proportion of superposition is very high, basically over 90% Taobao users are the YY users, in this case, only also covered at least 5 million people in view of the push of Yanjing user, therefore in the Yanjing local delivery effect is very strong. 目前,yy在燕京的注册用户有五百万左右,淘宝有三百万左右,这其中重合的比例很高,基本上90%以上的淘宝用户都是yy用户,在这种情况下,只针对燕京用户的推送也覆盖了至少五百万人,所以在燕京本地的投放效果还是非常强的。 In the morning 10 fire in bursts pop-up window, by 3 : 00 pm, five hours, already some over 1 million people lighten „I want to look at” the symbol in " You Are the Apple of My Eye » movie news page, according to the stipulation of Muye Pictures, Yanjing user, so long as lightens this sign, has the opportunity that the participation shadow ticket drew on the nature. 上午十点发出弹窗,到了下午 3 点,五个小时的时间,就已经有超过百万人在《那些年我们一起追过的女孩》影讯页面点亮了“我想看”的标志,按照牧野印象的规定,燕京用户只要点亮这个标志,就自然具备了参与影票抽奖的机会。 December 4 , 10 : 00 am, a YY and YY liangs platform adds, point quantity „I want to look at” the user of symbol, altogether has 1.7 million people. 十二月 4 日上午 10 点,yy个平台加起来,点量“我想看”标志的用户,一共有170万人。 Meanwhile, two platforms using the logic that the computer extracts immediately, selected the final ownerships of 6000 preview shadow tickets, that moment when the ownership result makes known, Muying Ticket System also appeared in the eyes of public officially. 与此同时,两个平台利用计算机随即抽取的逻辑,选出了六千张试映影票的最终归属,当归属结果揭晓的那一刻,牧影票务系统也正式出现在了公众的视野当中。 YY as well as Taobao provided a special claiming the prize way to the prize-winning user who the respective platform drew. yy以及淘宝向各自平台抽取出的中奖用户发放了一个特殊的兑奖方式。 The original text template that the official explained was: „Dear user, congratulates you to obtain «You Are the Apple of My Eye» previews watching movies ticket one, your shadow ticket information is: The Yanjing Muye international cinema city( xx shops) afternoon of December 5 x : 00 number xx rows of xx th, the shadow ticket exchange code was: xxxxxxxx, please ahead of time to theater through self-service ticketing machine exchange paper movie ticket!” 官方解释的原文模板是:“亲爱的用户,恭喜您获得《那些年我们一起追过的女孩》试映场观影票一张,您的影票信息为:燕京牧业国际影城(xx店)12月5日下午x:00场次xx排xx号,影票兑换码为:xxxxxxxx,请提前到影院通过自助取票机兑换纸质电影票！” This, is the lucky audience is not only curious, these have paid attention to the Muye Pictures professional also curiously. 这一下,不仅仅是幸运观众好奇,还有那些一直关注牧野映象的业内人士也都好奇不已。 Muye Pictures since enters the line to receive the film and television circle attention, this main reason because of as we all know, Muye Pictures is Li Mu's Corporation, but Li Mu is one makes anything to become anything's expert, therefore everyone will pay close attention to Muye Pictures, which actors paid attention to sign and directors, as well as which movies it invested, more importantly, it had the product that which innovated. 牧野映象自从入行就一直备受影视圈关注,这主要的原因还是因为大家都知道,牧野映象是李牧的公司,而李牧是一个做什么成什么的牛人,所以大家才会密切关注牧野映象,关注它签了哪些演员和导演,以及它投资了哪些电影,更重要的,还是它有哪些革新的产品。 Therefore this self-service ticketing machine suddenly became the object of entire film and television circle research. 所以这个自助取票机一下子就成了整个影视圈研究的对象。 Claims the prize to use the exchange code, this means can understand actually, after all both sides need a unified certificate, this can give the user the ticket in the hand, but, everyone with completes artificially, what why Muye Pictures uses is what „self-service ticketing machine”? 兑奖采用兑换码,这个办法倒是可以理解,毕竟双方需要有一个统一的凭证,这样才能够把票给到用户手里,但是,大家都是用人工完成的,为什么牧野映象用的是什么“自助取票机”？ The although professional does not understand that anything is called the self-service ticketing machine, but through these five characters, is very easy to understand the wording meaning. 虽然业内人士也不明白什么叫做自助取票机,但是通过这五个字,还是很容易理解字面意思的。 First, this thing called the ticketing machine, in other words, it was a machine, specifically was used to take the shadow ticket machine. 首先,这东西叫取票机,也就是说,它是一台机器,一台专门用来取影票的机器。 Next, this thing said is the self-service, in other words, the user only needs himself to operate, can take the movie ticket. 其次,这东西说是自助,也就是说,用户只需要自己操作,就可以取到电影票。 Synthesizes these two analyses, the professional surprised believing, Muye Pictures should develops the stamp vending machine that immediately one set of theater used. 综合这两点分析,业内人士立刻惊讶的认为,牧野映象应该是开发出了一套影院用的自动售票机。 Everyone cannot think that Li Mu developed one set online to choose and buying a ticket unexpectedly, again to whole set solution that the offline ticketing watched movies, they felt, Li Mu should develop that type to sell the theater movie ticket in the theater directly the machine, but this thing some big practical significances? Even its experience is very good, can't only replace the booking personnel in theater? Moreover many places definitely might as well sell tickets the personnel to be easy-to-use, is only pays money and gives change is very troublesome. 所有人都想不到李牧竟然开发出了一套可以在网上选座、买票,再到线下取票观影的整套解决方案,他们只是觉得,李牧应该是在影院开发出了那种可以直接售卖自己影院电影票的机器,不过这东西有多大的实际意义呢？就算它的体验很好,不也就只能代替一下影院的售票人员吗？而且很多地方肯定不如售票人员好用,光是付款、找零恐怕就很麻烦。 Big of some film and television circle slight the law newly snorting disdainfully to Li Mu's, thought that Li Mu makes internet is very fierce, but makes the film and television, to make Cinema inexperienced, idea too to be many, the Cinema business was not quite dry/does, Li Mu bought such big two Cinema, spent a large sum of money to repair, such big cost pounded, has not known that which year needed to return to the itself/Ben. 有些影视圈的大咖对李牧的新玩法嗤之以鼻,觉得李牧做互联网是挺厉害,但是做影视、做院线还是经验不足、想法太多,院线买卖本来就不好干,李牧买了这么大两条院线,又花了一笔重金重新装修,这么大的成本砸进去,还不知道要哪年才能回本。 Actually, to the present film and television industry, even to make the film and television richly, do not make Cinema as far as possible, at present the entire film and television industry is quite low, but these most miserable is Cinema, now everyone's day spends in distress, is hoping some day industry recovery or the government renovate pirating vigorously, such can defend cloud open/start to see moon/month clear(ly), before then, no one in the Cinema domain additional investment, Li Mu's two Cinema can receive in his pouch again, actually primary cause also because of so. 其实,对现在的影视行业来说,就算是有钱想做影视,也尽量别做院线,眼下整个影视行业都比较低迷,而这其中最惨的就是院线,现在大家的日子就是苦熬,盼着有朝一日行业复苏或者政府大力整治盗版,那样才能够守得云开见月明,在这之前,谁都不会再在院线领域追加投资,李牧的两家院线之所以能够收到他的囊中,其实主要原因也正是因为如此。 Li Mu killed Cinema at this time, spent the large sum of money not saying that what self-service ticketing machine but also did, this professional looked like more laughable, the Cinema industry biggest problem lies in present most users has not been willing to spend the movie theater to watch the movie, at this time did the self-service ticketing machine, what actual use had? Nothing but is wins favor by ostentation. 李牧这时候杀进院线,花费了重金不说,还搞什么自助取票机,这才业内人士看来就更可笑了,院线行业最大的问题就在于现在大多数的用户还不愿意花钱到电影院看电影,这时候搞自助取票机,有什么实际用处？无非是哗众取宠罢了。 Although the professionals felt Muye Pictures „self-service ticketing machine” will degenerate into the industry laughingstock, but really arrived at December 5 on this day, industry in many companies send people to go to the Muye Pictures major theaters specially, wants to inspect on the spot, the Muye Science and Technology self-service ticketing machine is what ghost. 虽说业内人士都觉得牧野映象的“自助取票机”会沦为行业笑柄,但真到了12月5号这一天,业内还是有不少公司都专门派了人前往牧野映象的各大影院,想实地考察一下,牧野科技的自助取票机到底是个什么鬼。 Starting from 9 : 30 am, the audience who obtains the ten o'clock's first preview watching movies vote starts to enter the arena one after another, they are also confused at this time, everyone uses the cell phone, or with paper record own eight-digit number exchange code, but how regarding to exchange this matter, they do not know completely. 从上午 9 点半开始,获得十点钟第一场试映场观影票的观众开始陆续进场,他们此时也都是一头雾水,每个人都用手机,或者用纸条记录下了自己的八位数兑换码,但是对于如何兑换这件事,他们也完全不知道。 However is good because of the theater has the special staff to direct, as soon as after they enter the theater, indicates the purpose in coming, before the staff immediately guide they arrived at the self-service ticketing machine, instructing them how to input the exchange code exchange and prints the paper movie ticket. 不过好在影院有专门的工作人员指引,他们一进影院、表明来意之后,工作人员立刻引导他们到了自助取票机前,指导他们如何输入兑换码兑换并打印纸质电影票。 Is seemed like has by the self-service ticketing machine of Muye Science and Technology designing development the technical feeling especially, the entire black glass mirror surface, in -line liquid crystal screen, visual experience outstanding operation interface can a big on feeling, but most mysterious is the paper ticket printing, the ticket quality of printing is also unusual, was seemingly interesting. 由牧野科技设计开发的自助取票机看起来还是格外有科技感的,全黑色玻璃镜面,内嵌液晶屏幕,视觉体验优秀的操作界面都能给人一种高大上的感觉,而最神奇的就是纸质票打印,打印出来的票纸质量也非同一般,看起来有趣极了。 28-year-old Wang Kai is the Yanjing another large-scale Cinema executive, today comes to make clear Muye Pictures specially „self-service ticketing machine” is what ghost, after all is a peer, they also extremely cared to the Li Mu's movement, for fear that Li Mu really does any extraordinary thing to come out, shuffles the entire industry. 28岁的汪凯是燕京另一家大型院线的高管,今天专门过来就是为了搞清楚牧野映象的“自助取票机”到底是个什么鬼,毕竟是同行,他们对李牧的动作也非常关心,生怕李牧真搞出什么了不得的东西出来,把整个行业洗牌。 Wang Kai 9 : 30 infiltrated the Muye International Cinema Sanyuan Bridge shop, circled for quite a while in the hall, looked at many prize-winning users ticketing successfully, he also was very curious, ponders over this machine to realize the self-service booking, if so, how to operate? 汪凯九点半就混进了牧野国际影城三圆桥店,在大厅里绕了半天,看了不少中奖用户取票成功,他心里也很好奇,琢磨着这台机器到底能不能实现自助售票,如果能,怎么操作？ While no one's during, Wang Kai arrives before a ticketing machine, operated for quite a while carefully, actually discovery this thing design such on big, unexpectedly only then ticketing this function. 趁着没人的当口,汪凯来到其中一台取票机前,仔细操作了半天,却发现这玩意设计的这么高大上,竟然只有取票这一种功能。 „What airplane does? Does Muye Pictures specially design such a machine to be used ticketing? If cannot buy buying a ticket, which Ah? then its significance is only used online to give the user to draw and send the exchange code to use?” “搞什么飞机？牧野映象专门设计这么一台机器用来取票？如果连买票都不能买,那它的意义在哪啊？难道只用来在网上给用户抽奖、发兑换码用吗？” When the Wang Kai feeling cannot feel the mind, staff arrive at his, polite asking: „Mister, what you have to need to help?” 就在汪凯感觉摸不着头脑的时候,一位工作人员来到他的跟前,礼貌的问:“先生,请问您有什么需要帮忙的吗？” „Oh oh.” Wang Kai hastily asked her: „I want to buy a movie ticket, how should operate Ah? to look at for quite a while, has not learned.” “噢噢。”汪凯急忙问她:“我想买张电影票,该怎么操作啊？看了半天,没看明白。” The staff said politely: „Is sorry the mister, our cinema city has not done business, the official business must wait till 9 : 30 am , on the 7 th.” 工作人员礼貌的说:“抱歉先生,我们影城还没有营业,正式营业要等到7号上午 9 点半。” Asking that Wang Kai feigns ignorance: „I looked that others came ka ka to press several to publish the movie ticket a moment ago, what's all this about?” 汪凯故作不解的问:“那我看刚才人家过来咔咔按几下就出电影票了,这是怎么回事？” The staff explained: „These are the lucky audience who online obtain us to preview the watching movies ticket, they have the exchange code on this machine to obtain the movie ticket through the input exchange code.” 工作人员解释道:“那些都是网上获得我们试映场观影票的幸运观众,他们有兑换码就可以在这台机器上通过输入兑换码获得电影票。” Wang Kai said with amazement: „Such first-year university student stage machine, only does this I also to think that with Ah? it can help oneself to sell the ticket!” 汪凯惊讶的说:“这么大一台机器,就只干这个用啊？我还以为它好歹能自助卖票呢！” „Embarrassed mister, our these machines truly can only serve as the ticketing.” “不好意思先生,我们这些机器确实只能用作取票。” In Wang Kai heart contemptuous, on mouth helpless nod: „Good, I and others you started doing business, comes.” 汪凯心中轻蔑,嘴上无奈的点点头:“好吧,那我等你们开业之后再过来。” Then, Wang Kai then took a step to go out of the theater, after going out, immediately calls own boss. 说完,汪凯便迈步走出了影院,出了门之后立刻给自己的老板打了个电话。 A telephone connection, that side then asked: „Investigation how?” 电话一接通,那边便问:“调查的怎么样了？” „Was similar.” Wang Kai said with a smile: „Muye Pictures also is really idles the egg to hurt, makes four ticketing machines there, is actually makes the prize-winning user exchange the paper ticket, I have not seen such weak hardware device, simply was the brain water penetration!” “差不多了。”汪凯笑道:“牧野映象也真是闲得蛋疼,弄四台取票机在那里,其实就是让中奖用户兑换纸质票的,我还从来没有见过这么鸡肋的硬件设备,简直是脑子进水了！” Not only Wang Kai despises to Muye Pictures this self-service ticketing machine especially, the person who the entire industry comes out to inquire the situation also same relaxes with him, simultaneously filled despising to Muye Pictures the non- mainstream approach, in their opinion, this self-service ticketing machine, simply is a waste, can't it the self-service booking, the user only be able ticket window buying a ticket in movie theater, what egg that this thing also to use? Person who designs this thing, brain certain convulsion? 不只是汪凯对牧野映象这台自助取票机格外鄙视,整个行业出来打探情况的人也都和他一样松了口气,同时对牧野映象的这种非主流做法充满了鄙视,在他们看来,这个自助取票机,简直就是个废物,它不能自助售票,用户就只能在电影院的售票窗口买票,那这玩意到底还有什么卵用？设计这玩意的人,脑子一定抽风了吧？ ...... …… ps: Business trip long time, various types are hiding the colleague symbol, was really painful, opportunity originally few, efficiency lower was not good, sorry! ps:出差多日,各种躲着同事码字,实在是太痛苦了,机会本来就少,效率更低的不行,对不起诸位了！
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