Putting the reels in motion

Cinemagoers in Shanghai would have been pleasantly surprised to find that ticket prices offered at Yonghua Cinema City in downtown Xuhui district were all discounted by 50 percent when Mission: Impossible - Ghost Protocol was first released on the Chinese mainland last Saturday.

Many suspected that this was a promotional stunt aimed at recouping revenues lost during the Spring Festival, while others thought it had something to do with the belatedness of the film's arrival at mainland cinemas after being released in Dubai on December 7 last year.

It was later confirmed by the cinema authorities that the special discounts offered last Saturday and Sunday were simply a temporary adjustment, as the discounts routinely given on Tuesdays and Wednesdays had been canceled last week due to the holiday.

Naturally, it would be welcomed if ticket prices would be kept at 50 yuan ($7.94). Nevertheless, few cinemagoers these days purchase tickets at full price (usually 100 yuan), as they often buy the tickets through group purchasing or online ticketing services, which offer discounts of 50 percent and more.

Despite advances made in the affordability of entertainment, the inefficiency of film administrators continues to plague the industry. Ultimately, this can affect domestic box office sales, as people will opt for pirated DVDs or make a point of seeing movies when on holiday. As cited above, the new Mission: Impossible film reached screens in North America, Japan, South Korea, Singapore, Thailand, Taiwan and Hong Kong before finally being cleared for public viewing on the Chinese mainland. Given that Hong Kong and Thailand are two of the most popular destinations for mainland tourists, many chose to view the highly-anticipated film while on vacation.

The State Administration of Radio, Film and Television checks films before they are authorized to be screened in cinemas. Media reports say a team of 30 plus people, comprised of government officials, professors from film colleges, film critics, members of the industry itself and some judicial personnel are responsible for scrutinizing the content. Still, it's a bit puzzling that it took such a lengthy period for the professionals to censor the film, which is an action-based story and not a political commentary.

Despite the long wait, many people didn't resort to pirate DVDs as they did not want to miss the unique experience of seeing a blockbuster film in the cinema. But for smaller productions like You Are the Apple of My Eye, a Taiwan romantic film, the situation was different. The film was first released in Taiwan in mid-August of 2011 and was put on the big screens in Hong Kong in late October. Cinemagoers on the mainland, however, didn't have access to the film until January 6 of this year. In this case, many potential cinemagoers had viewed the film on the Internet or DVDs before the official screening.

While authorities have the prerogative to examine the suitability of films for the public, it should also be recognized that audiences consist of educated people who are capable of making independent judgments. Above all, let's not forget that going to the cinema is not an exercise in determining what should and should not be seen, but rather a leisurely pursuit rooted in the desire to have fun.