SF to add 6 cinema branches in 2018

Thailand’s second-largest movie chain SF Cinema is investing 600 million baht to add six cinema branches, while overhauling its biggest and first cinema at CentralWorld, expecting to increase revenue to 5 billion baht this year.

Suwat Thongrompo, chief executive of SF Corporation Plc, said the company is adding six more branches. One already launched this year — SF Cinema Tops Plaza Phayao — with five planned for the second half this year: Robinson Lifestyle Centre Chonburi, Big C Sakaew, Big C Samutsongkram, Big C Phetkasem, and Terminal 21 Pattaya.

Mr Suwat said SF normally adds 6-7 cinemas a year, focusing on potential areas with population density.

The SF cinemas in Pattaya will be the flagship branch in terms of popularity and revenue because audiences in Pattaya, both local and tourists, spend more than others, he said.

“We are already the monopoly cinema chain operator in Pattaya, and the new branch at Terminal 21 Pattaya will strengthen our position,” Mr Suwat said.

This year SF aims to generate 5 billion baht with a profit of 337 million, a 20% increase from 2017, based on branch expansion and renovation, featuring movies such as Black Panther, Avengers: Infinity War, Deadpool 2, Thai film Brother of The Year, Jurassic World: Fallen Kingdom, and Ant-Man and the Wasp.

Of the 5 billion baht in revenue, he said some 3.2 billion will be from ticketing, 900 million from confectionery, 520 million from media advertising business (cinema advertising outlets), and the rest from other businesses such as retail space rental services.

SF is investing 100 million baht to overhaul its CentralWorld branch, which is expected to be completed by the end of this year.

The company will also develop its special cinemas to be more competitive, such as First Class Cinema, Happiness Screen, MX4D, and more. Mr Suwat said SF is introducing Zigma CineStadium, offering a fully immersive entertainment experience, with a giant screen equipped with Digital 4K Laser Technology for high definition and a Dolby ATMOS sound system.