Major joins TAT promotion

SET-listed Major Cineplex Group Plc, Thailand’s biggest cinema chain, will jointly promote the Tourism Authority of Thailand (TAT)’s 12 Hidden Gems Plus campaign via its cinemas nationwide in a bid to boost domestic tourism.

Chairman Vicha Poolvaraluck said the campaign, dubbed Moviecation, is a measure to support the government’s Pracha Rat (People’s State) initiative, which brings together the state, the public and the private sector for long-term sustainable development of the country.

“We’re ready to play a part in improving Thailand’s economy by using our existing 92 cinemas to serve as places to promote this tourism campaign,” he said.

Moviecation is aimed at driving the TAT’s 12 Hidden Gems Plus campaign (twin destinations) during May to July and drawing both Thai and foreign travellers to visit 24 provinces across the country.

Somrak Kumputch, the TAT’s deputy governor for administration, said she wanted all of Major Cineplex’s cinemas to address the TAT’s message to people to help promote the 12 Hidden Gems Plus campaign.

“Moviegoers are mainly from the young generation who like to travel and explore new places,” she said.

According to Kasikorn Research Centre, the success of the 12 Hidden Gems campaign, which was launched by the TAT in late 2014, has helped drive tourism revenue to more than 3.5 billion baht for the dozen secondary tourist destinations it covers.

This year, the TAT is carrying out the 12 Hidden Gems Plus campaign on the success of 12 Hidden Gems.

The provinces are Lampang, Nan, Phetchabun, Buri Ram, Loei, Samut Songkhram, Ratchaburi, Trat, Chanthaburi, Trang, Chumphon and Nakhon Si Thammarat.

The Major Cineplex cinemas which are taking part in promoting the 12 Hidden Gems Plus campaign are in Nakhon Si Thammarat, Phatthalung, Nan, Phitsanulok, Phetchabun, Lampang, Chanthaburi, Rayong, Suphan Buri, Ratchaburi and Nakhon Pathom.

Mrs Somrak said she expected the Moviecation campaign will help boost domestic tourism because it will be promoted through an influential and popular cinema chain.

She said the campaign truly supports the Pracha Rat model, which aims to strengthen the economy at the grass-roots level and empower local communities and local enterprises.

During the first quarter of this year, Major Cineplex recorded 10% revenue growth and it is expected to grow at the same rate in the rest of the year.

Last year, Major Cineplex posted 1.17 billion baht in net profit on revenue of 9.2 billion baht.

Major Cineplex has 92 cinemas with 606 screens, of which 594 screens are in Thailand, with seven in Cambodia and five in Laos.

Of the total screens in Thailand, 253 are in Bangkok and 341 in other provinces.

The company has set a target of having 1,000 screens by 2020, with 900 in Thailand and the remaining 100 in Cambodia, Laos, Myanmar and Vietnam.

MAJOR shares closed yesterday on the Stock Exchange of Thailand at 31.75 baht, down 25 satang, in trade worth 42.4 million baht.