Chinese cinemas showing Avengers: Endgame ordered to cap service fees

Phoebe Zhang
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Chinese cinemas showing Avengers: Endgame ordered to cap service fees

With the Hollywood blockbuster Avengers: Endgame set to premiere around the country on Wednesday, Chinese cinemas have been ordered not to inflate their ticket prices with exorbitant service charges, according to a local newspaper report.

Theatres have been told to limit any surcharges to 10 per cent of the ticket price or they will not be allowed to show the film, Beijing Youth Daily reported on Saturday.

The announcement comes after several people complained of having to pay hugely inflated prices for advance tickets for Marvel Studios’ latest superhero movie, and last in the Avengers series.

A man in Nanjing, capital of Jiangsu province, said he was planning to go to the early screening but changed his mind when he saw the prices.

“The tickets for the premiere were more than 300 yuan (US$45), but only 100 yuan for the days after,” he said.

“What’s even crazier is that most of the [dearer] tickets were sold out.”

The 200 per cent increase was most likely due to cinemas cashing in on the film’s popularity by adding huge service charges to the normal ticket price, the newspaper report said.

According to figures from Chinese cinema ticketing app Maoyan, as of Friday Avengers: Endgame had taken 400 million yuan in advance sales.

The film’s 2018 prequel Avengers: Infinity War is Marvel’s most successful release in China to date, taking 2.4 billion yuan at the box office.

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