3月1日，杭州一影城試行推出了一項(xiàng)“觀影體驗(yàn)保障服務(wù)”，給了觀眾一份“觀影后悔權(quán)”：觀眾只要在影片放映20分鐘內(nèi)覺得體驗(yàn)不佳，即可申請退還40%的票價，無需再為“踩雷”的電影默默買單。

In a pioneering move to enhance audience experience, a cinema in Hangzhou, Zhejiang province, has introduced a "viewing experience guarantee service," granting moviegoers the right to a refund if they are dissatisfied with a film shortly after it begins.

“從3月1日到4月30日，這段時間來觀影的觀眾，都能享受這項(xiàng)服務(wù)。”影城營運(yùn)副經(jīng)理周明慧告訴媒體記者，申請退票流程十分簡單：

觀眾在所購場次影片開場后20分鐘內(nèi)，若覺得影片與預(yù)期不符、觀看體驗(yàn)不佳，無需過多解釋，憑當(dāng)日有效電影票到影城前臺，即可辦理退款，退還實(shí)際支付金額的40%。

A cinema in Hangzhou launched the two-month trial program on Sunday. According to Zhou Minghui, the cinema's operations deputy manager, the refund process is straightforward. If viewers feel within the first 20 minutes of a screening that the film does not meet their expectations or provides a poor experience, they can simply bring their valid ticket to the front desk for a 40 percent refund on the amount paid, no questions asked.

為何退款比例是40%而非全額？影城方面解釋，按照電影行業(yè)分賬規(guī)則，票房約60%需結(jié)算給片方及院線，用于覆蓋影片制作、發(fā)行與院線運(yùn)營等成本，影院可自主支配的部分有限，因此無法提供全額退款。

影城同時提醒，退費(fèi)申請須在影城現(xiàn)場完成，一旦離場，將無法再辦理。

The 40 percent refund rate, rather than a full reimbursement, is due to the revenue-sharing model of the film industry. Cinemas must remit approximately 60 percent of box office earnings to film distributors and theater chains to cover production, distribution, and operational costs, leaving the cinema with limited control over the remaining share. The cinema also noted that refund applications must be completed on-site before leaving the theater.

2018年，中國電影發(fā)行放映協(xié)會曾發(fā)布《關(guān)于電影票“退改簽”規(guī)定的通知》，但相關(guān)規(guī)定主要針對放映前的退改簽。影片正式放映后能否退票，一直爭議較大：支持者認(rèn)為電影具備商品屬性，理應(yīng)建立退換機(jī)制；反對者則提出，電影作為精神文化產(chǎn)品，退票標(biāo)準(zhǔn)難以界定，加之票房分賬體系復(fù)雜，實(shí)際操作難度較大。

盡管如此，關(guān)于電影退票制的討論與實(shí)踐探索從未停止。此前，河南許昌胖東來影城就因推行“觀影不滿意可退票”，在全網(wǎng)引發(fā)廣泛關(guān)注，被網(wǎng)友稱為“最寵觀眾的影院”。

This move revives a long-standing discussion in China's film industry about post-screening refunds. A 2018 notice from the China Film Distribution and Exhibition Association primarily addressed ticket changes and refunds before a screening. The debate over post-viewing refunds has been contentious. Supporters argue films, as a commodity, should have a return mechanism, while opponents point to the subjective nature of "quality" and the complexity of box office divisions as significant hurdles.

對于影院此舉，不少人表示支持：

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來源：中國青年報(bào) 都市快報(bào) 消費(fèi)日報(bào) 網(wǎng)友評論等

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