China is home to the world's second-largest film market, with this summer's box office take reaching 17.4 billion yuan. But the country's cinemas still have a long way to go when it comes to making life easy for customers to change tickets and apply for refunds².

 

中国是世界第二大电影市场，今年夏天电影票房收入达到174亿元人民币。然而在顾客能更简单地换票以及申请退票的方面，中国的影院仍有很长的路要走。

 

According to a report by China National Radio, currently most cinemas in China don't allow movie ticket changes, and they don't provide refunds, and the cinemas that do usually have onerous³ complicated procedures. Tickets bought via third-party ticketing platforms usually can't be changed or refunded⁴, said the report.

 

The China Film Distribution and Exhibition Association released a notice on September 18 asking cinemas and third-party ticketing platforms to provide clear terms and conditions for ticket changes and refunds, and ensure consumers are informed of them prior to their ticket purchases. Customers should be told clearly whether they can change a ticket or ask for a refund¹, and given the procedure for how to do it. The association is working on a plan to help ensure cinemas comply with this request, and will conduct inspection⁵ to assess its implementation⁶.

 

Film industry insiders said the main reason why it is difficult to change tickets or get refunds is because cinemas are concerned about the potential opportunities for the manipulation of sales figures, and for a low attendance rate. They suggest setting limits on the number of times a customer can cancel tickets, and to link this limit to a person's social credit rating.

 

But a lawyer quoted by the China National Radio said cinemas shouldn't shift their market risks onto consumers. Refusing to allow ticket changes and refunds is unfair to consumers, said the lawyer, and should be corrected.

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