电影难看20分钟内可退款40%？有影院发出通知|水饺皇后|电影|票房|退款

3月1日，杭州一影城试行推出了一项“观影体验保障服务”，给了观众一份“观影后悔权”：观众只要在影片放映20分钟内觉得体验不佳，即可申请退还40%的票价，无需再为“踩雷”的电影默默买单。

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.

“从3月1日到4月30日，这段时间来观影的观众，都能享受这项服务。”影城营运副经理周明慧告诉媒体记者，申请退票流程十分简单：

观众在所购场次影片开场后20分钟内，若觉得影片与预期不符、观看体验不佳，无需过多解释，凭当日有效电影票到影城前台，即可办理退款，退还实际支付金额的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.

为何退款比例是40%而非全额？影城方面解释，按照电影行业分账规则，票房约60%需结算给片方及院线，用于覆盖影片制作、发行与院线运营等成本，影院可自主支配的部分有限，因此无法提供全额退款。

影城同时提醒，退费申请须在影城现场完成，一旦离场，将无法再办理。

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，中国电影发行放映协会曾发布《关于电影票“退改签”规定的通知》，但相关规定主要针对放映前的退改签。影片正式放映后能否退票，一直争议较大：支持者认为电影具备商品属性，理应建立退换机制；反对者则提出，电影作为精神文化产品，退票标准难以界定，加之票房分账体系复杂，实际操作难度较大。

尽管如此，关于电影退票制的讨论与实践探索从未停止。此前，河南许昌胖东来影城就因推行“观影不满意可退票”，在全网引发广泛关注，被网友称为“最宠观众的影院”。

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.

对于影院此举，不少人表示支持：