Alibaba Pictures’ Taomai VIP ticketing platform has surpassed more than 20 million members just two years after launching in China.
The technology business, which is spearheading the group’s pan-entertainment infrastructure, was considered the first joint membership programme for movies and performances in the region when launched by movie ticketing site Tao Piao Piao and entertainment brand Damai.
Alibaba said the significant leap of Taomai VIP – which has gained five million members in just the last five months – is attributed both to the strong recovery of the Chinese film and performance market and to the improvement of its platform’s online and community operation capabilities.
Recent Taomai VIP membership programme campaigns include buy-one-get-one-free offers for movies and shows, complimentary ticket exchanges and movie memorablia.
Li Jie, president of Alibaba Pictures, said: “The offline entertainment industry has entered a ‘golden summer’. These high-net-worth Taomai VIP members are not only the core consumer group of offline entertainment but also important supporters of the healthy development of China’s entertainment industry.
“Taomai VIP will continue to deepen cooperation with upstream and downstream industry partners, refine the operation of the membership program, and provide members with richer entertainment content and highly anticipated benefits, continuously expand consumption scenarios and add vitality to the offline entertainment market.”
According to data from Beacon Professional, the box office of the 2023 summer season from June to August will reach RMB 17.0bn ($2.3bn) for movies and RMB 3.1bn ($440m) for performances.