Ma­jor adds ‘on de­mand’ film ser­vice

The Nation - - BUSINESS -

MA­JOR Cine­plex Group yes­ter­day an­nounced the launch of a Movie on De­mand ser­vice, claim­ing it as a first for Thai­land.

Un­der the ser­vice, which is aimed at in­creas­ing the num­ber of movie-go­ers and ad­mis­sions by ac­quir­ing new groups of po­ten­tial cus­tomers, au­di­ences are able to vote for their most favourite movies seen at Ma­jor Cine­plex screens.

The pop­u­lar­ity of movies by the votes gar­nered will be dis­played at some of the com­pany’s cin­e­mas.

Narut ji­asanong, mar­ket­ing di­rec­tor of Ma­jor Cine­plex Group, said the new strat­egy will fo­cus on seg­men­ta­tion mar­ket­ing to gain new po­ten­tial cus­tomers.

“Movie on De­mand will be a new choice for the movie lovers of to­day,” said Narut. “Movie go­ers have usu­ally faced a prob­lem for watch­ing their favourite films as they have no free time avail­able, or even miss­ing the show times of­fered by our cin­e­mas. They, how­ever, still want to watch them on cin­ema.”

Narut ex­pected the com­pany’s Movie on De­mand ser­vice will help in­crease vol­ume of ad­mis­sions and num­ber of movie go­ers to its cin­e­mas.

Ma­jor Cine­plex has a va­ri­ety of seg­ments of cus­tomers. The group is the first cin­ema op­er­a­tor to launch a mem­ber card cam­paign, called “M Gen­er­a­tion”, with more than 4.5 mil­lion mem­bers reg­is­tered. They are: M Gen Reg­u­lar with 2,326,647 mem­bers (gen­eral cus­tomers aged be­tween 24 and 60); M Gen Stu­dent with 1,785,015 mem­bers (stu­dents aged be­tween 13 and 23); M Gen Kids with 282,235 mem­bers (chil­dren un­der 13); and M Gen Free­dom with 102,506 mem­bers (those over 60).

In ad­di­tion Ma­jor Cine­plex said it has a cre­ated a new al­ter­na­tive mar­ket for chil­dren, with the launch of new the­atre, Kodomo Kids Cin­ema, at Me­ga­bangna, on May 11.

“We launched Movie on De­mand as a new al­ter­na­tive for movie lovers, which is the first ever in Thai­land. Cus­tomers can vote for their favourite movies they missed for watch­ing and have al­ready out of the­atres, for be­ing shown again in se­lected cin­e­mas upon their re­quests,” said Narut.

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