Recently, some cinemas have begun to implement district ticket sales, with ticket prices varying in areas such as the "Special Offer Zone", "Special Offer Zone", and "Golden Zone". Some consumers have reported that if they want to sit in a better viewing experience position, they need to pay higher fees than before, which has sparked many discussions. District ticket sales belong to the business strategy of cinemas. If pricing is reasonable, transactions are fair, and information is transparent, it will help optimize service supply and enrich consumption choices. However, in the process of promoting district ticket sales, there have also been chaos breeding. For example, some cinemas lock in low-priced tickets in advance, forcing consumers to purchase high-priced tickets, and some force value-added services such as massage seats to be bundled and sold. Similar behaviors harm consumers' rights to information, independent choice, and fair trading, and affect the quality of film viewing services. Therefore, it is necessary to strengthen management and regulation. Cinemas should strengthen self-discipline, achieve clear pricing and transparency, and relevant departments should strengthen supervision, clarify the basis, and standardize market order. Only by walking in the same direction and forming a synergy can we provide the audience with a good consumption experience. District ticket sales are an attempt by cinemas to enhance their competitiveness. It should be noted that optimizing services is always the key to winning market competition. Whether it is updating facilities, improving audiovisual effects, or actively innovating and creating differentiated supply, only by carefully studying consumer demand and improving service quality can we win the market with higher quality services. Looking forward to more refined and personalized viewing services, meeting the constantly upgrading spiritual and cultural needs of consumers, and also exploring new paths for sustainable development for the industry. (Chengsen, Chaoyang District, Beijing)