Cinemas all out to woo movie-goers

SINGAPORE - With the recent release of blockbusters such as Man Of Steel and Despicable Me 2, cinemas here have been chock-a-block with movie buffs eager to lap up the latest box-office hit.

But if overall numbers are anything to go by, cinema visitorship in Singapore is actually on the decline for the first time in several years. And cinema operators are going all out to woo movie-goers and stem the decline, such as with new luxury features which they believe consumers will splash out on.

According to figures from the Singapore Department of Statistics, cinema attendance - based on the number of tickets bought - fell from about 22.1 million in 2011 to 20.9 million last year, or a drop of just over 5 per cent. Attendance had previously grown from 19.6 million in 2009 to 20.3 million in 2010.

Reasons cited by cinema operators for the drop in visitorship include an increasing prevalence of online movie piracy or simply the popularity of movies released last year.

A spokesman for Golden Village (GV), which has 11 multiplex locations housing 87 screens islandwide, said: "We have noticed a weakness in visitorship, especially on weekdays.

"This could partially be due to the hectic, time-starved lifestyle of Singaporeans who can barely find time to enjoy a mid-week movie outing."

In a bid to keep things fresh for movie- goers and keep them going back, cinema chains have been rolling out new concepts.

The latest to do so is Cathay, which announced the completion of three new halls at its Cineleisure Orchard location last month.

The three-month expansion of the premises cost about $5 million, and makes its flagship cineplex the largest cinema in Singapore, with 15 halls and 2,281 seats, the company said.

The chain attributed the decline in ticket sales to the varying appeal of movies released each year.

Mr Mark Shaw, executive vice-president of operations of industry player Shaw Organisation, said that keeping customers' interests in mind helps the company maintain its "established presence".

For instance, to enhance the movie-going experience, its flagship Lido cineplex in Shaw House underwent a $20-million overhaul in 2010. It re-opened in May the following year with the first digital IMAX theatre in Singapore.

It introduced its second IMAX theatre at JCube last year, and will introduce its third when its Punggol location opens in 2015.

Mr Shaw said: "Our strategy is to be constantly evolving along with our patrons' needs, and to introduce developments that will make a significant difference to the cinema-going experience."

CATHAY

Three new halls were added to its flagship Cineleisure Orchard outlet, two of which are Platinum Movie Suites. One of the suites seats 24 movie-goers and the other, 16.

Tickets to showings at these suites, which start at $28, include a personalised butler service, the complimentary use of iPads, and food and drinks.

The third new hall is the chain's first couples-only hall. It seats 48 couples. A new cineplex with 10 halls and 1,800 seats will open at Jem mall in Jurong East next month.

SHAW

Flagship Shaw Lido cineplex underwent a $20-million overhaul and now features the first digital IMAX theatre in Singapore.

A second IMAX theatre was introduced at JCube mall in Jurong East last year.

GOLDEN VILLAGE (GV)

GV relaunched an enhanced version of its mobile-ticketing application, which is available on both Android and iOS.

Its City Square cinema in Kitchener Road features an auto-gate system which allows movie-goers to enter cinema halls using a booking code sent to their mobile phones.

Gemini: Two To View couples-only cinema at City Square allows couples more privacy. Gold Class cinemas provide luxury movie-viewing.

WE CINEMAS

A spokesman for WE Cinema, formerly known as Eng Wah, told My Paper that it will re-open with a 10-hall cinema at Empress Square in Clementi.

The spokesman did not specify a timeframe, but added that more details will be released in due course.

vbarker@sph.com.sg

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