＂Avatar： The Way of Water＂ finally appeared, and even 3D glasses exploded!

Special feature of 1905 film network Officially unveiled! On December 14th, (hereinafter referred to as) took the lead in opening the screening before the domestic release to meet the first audience.

According to the data of Lighthouse Professional Edition, up to now, the box office of the first day of the film has broken 22 million, accounting for nearly 80% of the box office, and the total box office of point screening and pre-sale has broken 170 million.

Avatar 2 is only released in 3D in China, and there is no 2D version. The audience’s great expectations for Avatar 2 are also in 3D visual effects. Good 3D content needs good projection technical support, and high-quality 3D glasses are also indispensable. A pair of good 3D glasses can bring a clearer and more stereoscopic impression.

"Avatar 2" has hit in an all-round way. Are there any 3D glasses in domestic cinemas? 1905 Film Network consulted a number of cinemas and learned that there are different situations. Some are stepping up the replenishment of stocks, and some are well stocked, so they are temporarily on hold.

For example, Tony chen, the head of Jiangxi Yuemu Studios, told us that all its chain studios are urgently buying 3D glasses. "Each studio has about 1,000 seats, so there will be 2,000 pairs of glasses."

"Ordinary studios generally don’t stock too many 3D glasses. The main reason is that the number of 3D movies in China is still relatively small, and it can’t be too much in a year." Xie Xingxin, manager of Chongqing Baisha International Studios, explained. In general, the ratio of the number of 3D glasses to the number of seats in a cinema is 1:1.5-1:2, that is, 150 to 200 pairs of 3D glasses for 100 seats. These glasses have a long service life under good maintenance. Except for cinemas that don’t provide free glasses and sell 3D glasses, they usually prepare a certain amount of goods.

So, for the enterprises specializing in the production and supply of 3D glasses, what business changes have they experienced in the 13 years since Avatar 2? Can the arrival of Avatar 2 drive a new wave of demand for 3D glasses products and improve the technical quality?

In this regard, 1905 Film Network visited three domestic enterprises that produce and supply 3D glasses. Because of the arrival of Avatar 2, they unanimously said — — Orders for 3D glasses have exploded recently.

01

"Orders and production lines are all full. At present, there are millions of orders received, all of which are trying to stock up for customers. According to this demand ratio, this month’s output may exceed 10 million pairs. "

Liu Bingbing, general manager of Shenzhen Future Stereo Technology Co., Ltd. told us that the average annual output of the company’s brand "Geduowei" 3D glasses is 30-40 million pairs. Because of Avatar 2, at least a quarter of the annual output is concentrated this month.

Established in 2009, Future Stereo is one of the earliest enterprises in China to manufacture 3D glasses, and now there are 2,000-3,000 cinemas in cooperation with all parts of the country. Liu Bingbing said that since Avatar 2 was finalized overseas in early November, they predicted that it would land in China mainland cinemas and increase the production of 3D glasses ahead of schedule.

Time Huaying is also an early enterprise in China to develop, produce and sell cinema 3D systems and 3D glasses. It has more than 20 million pairs of medium and large-sized 3D glasses production bases with annual production capacity, and its 3D brand "Feidio" mainly cooperates with China Film and Wanda.

Time Huaying introduced that they had already made full preparations for the release of Avatar 2. After the file was finalized, major studios and cinemas quickly placed orders, and the order volume of 3D glasses reached millions, which was more than 10 times higher than the average monthly shipment.

3D glasses manufacturer Hengchuang Bora is also accelerating production, "obvious changes. Because of "Avatar 2", the demand for 3D glasses in cooperative studios has increased a lot. In recent years, there has been no business and a lot fewer workers. Now I am busy and the production is really tight. " Huang Shuisong, a staff member of Hengchuang Bora, said.

According to the annual shipment trend chart of 3D glasses provided by Time Huaying, the company’s shipment of 3D glasses reached its peak in 2017, and then gradually declined, reaching its lowest point in 2020 due to the epidemic. In the past two years, shipments have shown a slow growth trend.

Times Huaying 3D glasses annual shipment trend chart

Time Huaying explained that around 2017, most studios chose to sell 3D glasses, which led to the sales of 3D glasses. Since then, due to a large number of "pseudo-3D" movies, 3D movies specially provided by China, and the uneven screening equipment, a series of problems at the content end and the restoration end have greatly reduced the effect of 3D movies, and watching 3D movies is dark and dizzy, causing many viewers to start to resist and resist 3D movies.

From the data point of view, according to the statistics of the Motion Picture Association of America, the global box office revenue of 3D movies decreased from 21% in 2017 to 6% in 2020, and rose to 7% in 2021. According to the statistics of 1905 Movie Network, the number of domestic (including co-production) live-action 3D movies has gradually increased from one in 2011 to 26 in 2016, and then it has also decreased year by year. By 2021, only two domestic 3D live-action movies will be released.

It can be seen that the popularity of 3D movies has indeed declined since 2017, and the demand for 3D glasses has also decreased with the coldness of the 3D movie market.

Liu Bingbing’s feelings about this are particularly obvious. "Especially in the past three years, many 3D suppliers have closed down. Because our company’s future technology has always adhered to overseas markets, there are still relatively many 3D movies released from India to the United States, so the shrinkage in the whole industry is not too serious. "

Similarly, Hengchuang Bora has also focused on the foreign trade market in recent years. Huang Shuisong revealed that the average annual sales of 3D glasses produced by the company now reach 50 million pairs, which are mainly sold to overseas markets. The average annual sales in China are about 6 million pairs, accounting for less than 15%. Now, because of Avatar 2, the supply of 3D glasses has been promoted instantly.

In addition to ordinary 3D, Avatar 2 also released CINITY, IMAX3D, DolbyCinema, China Giant Screen and other versions. Different special effects halls have 3D glasses with different standards, which cannot be used universally.

Take IMAX as an example. When Avatar was released in 2010, there were only 14 IMAX theaters in China, and the tickets of major IMAX theaters were sold out quickly. In 2021, Avatar was re-released in 716 IMAX studios nationwide, setting a record for the first weekend of IMAX re-released films in China. Avatar not only directly promoted the full blossom of IMAX cinemas in China, but also upgraded the laser IMAX from the first generation to the third generation. It is worth noting that the 3D glasses of the three generations of laser IMAX cinemas are not different and cannot be used with each other.

If the cinema does not provide 3D glasses for free, the audience needs to buy them according to the specifications of the cinema, and different brands have different quality and price. Under the influence of the epidemic, for the sake of safety and hygiene, the demand for 3D glasses purchased by the audience will increase, which will undoubtedly usher in a wave of benefits for 3D glasses sellers.

02

Although domestic cinemas sell 3D glasses, most of them are mainly provided free of charge. Nowadays, the profits of selling 3D glasses in cinemas are relatively low.

Zener International Studios currently has 26 chain studios in China. Li Bin, assistant general manager, said that before 2016, the sales of 3D glasses in studios were good. Later, the competition among studios was fierce, and the 3D fever ebbed, so it was basically provided to the audience free of charge.

At present, there are 40,000 pairs of 3D glasses in the studio, and the purchase price a few years ago was close to 5 yuan. "This time, let’s take the opportunity of Avatar 2 to clean up the inventory. The prices of different 3D glasses range from 10-30 yuan, and basically do a 50% discount package tying."

3D glasses are also products with small profits but quick turnover, mainly relying on low profits, low prices and expanding sales to increase revenue.

From Ma Yuwu, the head of Beijing Xiwang International Studios, who provided us with a price list of 3D glasses promoted by a merchant, we can see that the general cost of 3D glasses is low — —

"Ordinary model /0.2mm/0.88 yuan, children model /0.2mm/0.90 yuan, hanging clip model /0.2mm/0.70 yuan, clip model /0.7mm/3.5 yuan (unit price of more than 1000 sets); There is also a batch of 3D glasses (giant screen model /0.28, Skyworth model /0.4 double antibody, bicolor model /0.28). "

The production threshold of 3D glasses is low, and many 3D glasses made by small enterprises and family workshops on the market do not meet the certification standards. There are not many domestic enterprises with big brands and a certain production scale. After a large number of unqualified 3D glasses manufacturers join the production team, they will have a great impact on the big manufacturers in terms of quality and price.

"When the first Avatar was released, a pair of 3D glasses could be sold at an ex-factory price of 200 yuan in 300 yuan and 700 yuan in 800 yuan. Nowadays, the ex-factory price of 3D glasses is more than one piece at most. In recent years, the volume has been serious, which has led to malicious price competition, so it basically does not make money. Even if Avatar 2 comes, our price is the lowest, and it is great that a pair of 3D glasses can earn five cents at most. We also want to make more orders overseas. "

Liu Bingbing said that if the sci-fi blockbuster released in the Spring Festival in 2023 can also be released in 3D, it will greatly stimulate the sales of 3D products together with Avatar 2. He hopes that Avatar 2 can stimulate the high-quality enjoyment of domestic 3D viewing and indirectly promote the quality and effect of 3D movies in China. Because only good 3D movies can have good 3D glasses.

Even if 3D glasses can be supplied to amusement parks, theme parks, science and technology museums, aquariums, 3D TVs, home private cinemas and other places of entertainment, cinemas are still the main core supply target.

Time Huaying is also optimistic about the future prospects of the 3D glasses industry. "With the market growth, the glasses factory gradually turned to automatic production, increased production capacity, and the price of glasses gradually rationalized. The audience’s requirements for the quality of 3D glasses increased, and more people chose high-quality 3D glasses with high contrast and high transmittance."

The ultimate 3D effect created by Avatar 2 and the audience’s high pursuit of 3D viewing experience will force the cinema 3D projection technology and the quality of 3D glasses to be upgraded. When excellent 3D content is blessed by high-quality projection equipment and viewing equipment, viewers who love watching 3D movies will definitely return to the cinema.