“Major” moves forward with investment plans Getting people to see the movie bounce back – the cinema is recovering Renovated and added to a premium Branches in Bangkok – major cities Responding to the vigorous VIP segment, ready to continually invade the provinces Focus on giant retail islands “Lotus-Big C” announces the production of Thai films, focusing on the northeastern region, the north, the south, expanding the audience base in the provinces. Plan to add more theaters – create content, invade Cambodia
In the past, the aftermath of the coronavirus has caused the movie theater business to face a dark screen for more than 150 days, but the relaxation of measures that have increased in order, including the lifting of curfews in many provinces, opening the country Including the number of vaccinations that are constantly increasing. It is a positive sign that people are starting to live a next normal life. and began to return to various activities, especially “watching movies”, resulting in the movie theater business began to recover continuously. by Major Cineplex Start moving to spread a big investment plan, waiting for the business day to bounce back next year.
The number of moviegoers began to rebound.
Mr. Narut Chiarasanong, Deputy Chief Marketing Officer of Major Cineplex Group Public Company Limited revealed “Prachachat Business” that after the government relaxed measures. Allow movie theaters to resume operations. As a result, people’s traffic began to return to around 80-90%, despite the 50-100% seat opening limit, depending on the epidemic of each area. After the cancellation of the curfew (Nov. 1), the cinema can expand the showtimes up to 5-6 times a day (09.00-22.00) from 2-3 times a day, the last round no later than 8:00 PM. .
And the important variable that helps to bring back the traffic of moviegoers, mainly from the big Thai and foreign movies with about 90 movies since Q4-early 2022 and in the past, there are many movies that can make money. Exceeded 100 million baht, such as the Eternals medium, made over 100 million baht, etc.
Major businesses currently earn 65% from movies, 25% from popcorn and 10% from advertising. Therefore, the main strategy will continue to bring consumers back to the cinema under the concept of Content is the King, with the main key being the attractiveness of the content. By now assigned to M Pictures Affiliated companies to select movies that meet the needs of Thai people in a variety of genres whether it is a universal genre like Hollywood Marvel Studios or Korean, Japanese, Chinese or even Indian content
In the past, it was found that content penetrated by country has increased in popularity among Thai people. make some movie theaters Some branches may show more genre-specific content, for example, the Ekamai branch has a cinema screening especially Indian movies, etc.
Producing local Thai movies
In addition, M Pictures will continue to produce 20 Thai movies per year, focusing on content with a more local aura Or make a film specific to the region, such as Sompoi to expand the base to more provincial consumer groups from the original proportion Bangkok and surrounding provinces 50% and other provinces 50%, including voice-over in local languages, both in Isan, North, South and Central languages.
“In the past, Thai movies have received positive trends from consumers in the provinces. Especially for the content that is highly local, while in the Bangkok metropolitan area, movies are more popular than international ones. or a Thai movie, but a giant movie.”
Renovate Bangkok – carpeting the provinces
As for the investment plan to open more branches in 2022, it will be a cautious investment. and go to an area that has enough potential in the Bangkok area will focus on being more premium Whether it is a renovated cinema system with GLS (GIANT LASER SCREEN) technology that currently has more than 10 branches through the use of a digital laser projector. The clarity is higher than before. to increase the realism of watching movies It will start at EmQuartier, ICONSIAM and Siam Paragon branches.
At the same time, there will be more VIP cinemas in Bangkok and major cities. From now there are 15 branches, with lounges similar to hotels. There are pillows and blankets. or even a private bathroom to meet the needs of convenience and premium services In line with the recent growing VIP segment consumers Ticket prices are around 700-1,200 baht, depending on the branch.
As for the opening of branches in provincial markets with high growth potential will focus on budget control planning, expanding the screen to provincial areas Focus on high potential locations Island-based landlords such as Big C and Lotus to group the next consumer segment, aiming to open about 20 branches.
“Another important goal is Adaptation to Cashless Cinema Reduces Cash Touch and confrontation with employees to fit with the new way of life This year, I intend to do it in Bangkok metropolitan area. and major cities Next year, it will focus on branches in other provinces. The company currently has around 700-800 automated movie ticket kiosks, while promoting its online sales channel to a higher proportion of about 10%.
Now at 20% through more promotions. To make the consumer group buy in advance as much as possible Along with the expansion of MPASS members, monthly movie tickets, 200 baht per month to 5 hundred thousand, from the original there were 1.5 hundred thousand, focusing on educational institutions such as universities.”
Add a degree to penetrate the Cambodian market
For foreign markets, there will be more investment in branch expansion. starting from Cambodia In the market for about 6 years, there are 5 branches. In 2022, another 1-2 branches will be added, about 20 screens, because the overall cinema market in Cambodia has a high growth trend from the Young Generation group. There are more movies. The main targets are between the ages of 17-35 and 75%.
Most of them are high purchasing power. and tastes similar to Thailand Likes to watch big international movies. and Thai movies Major aims to push Thai content to more Cambodian consumers. They also discussed with film producers in Cambodia. To join hands to create movies that are content specifically in Cambodia
“As for the popcorn business, in the past, movie theaters were banned from selling popcorn. causing such channels to be affected moderately But it has adapted by sending popcorn for sale by retail. supermarket and open the kiosk This makes sales increase on average 10-20% per month, or about 50 million baht per month. In the future, we set a goal of 100 million baht per month, and when the overall picture of COVID improves, we may send products to penetrate into various events in order to another way to generate income.”
Read the original news: “Major” invests in the movie theaters to revive. Pop up a retail island branch – increase the degree of invasion of foreign countries.
Source: ประชาชาติธุรกิจ by www.prachachat.net.
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