Adding wow factor to cinema industry
There is a perfect synergy between tourism, hospitality and entertainment, as bringing people together for a memorable shared experience is at the core of the businesses, says Debbie Stanford-Kristiansen, CEO of Novo Cinemas.
With a passion for cinema from a young age and a background in hospitality and trade shows, “moving into the entertainment industry was almost a natural progression”.
Debbie has fond memories of Saturday mornings back home in Brighton, England. “My parents would take me and my siblings to movie screenings at a historic regal theatre. Going to the movies became part of my DNA. That wonderful feeling of escapism is still there every time I go to watch a movie. Cinema is not just a movie, it’s art… it’s magic and that magic is universal.”
Debbie is weaving that magic in people’s lives since joining Novo Cinemas as chief executive in 2013.
“At Novo Cinemas, the whole customer journey is important. For us, it is about adding the wow factor, so our focus is always on the before, the during and the after. That’s how you create memorable moments,” she says.
Debbie has turned Novo Cinemas into an entertainment brand offering more than a destination to watch movies. This has been achieved through organic growth, venue and technological investments, and alternative content besides a competitive portfolio of Hollywood, Bollywood and Arab films.
“We look forward to continue building upon our partnerships with the likes of BeIN Sport — as well as an exclusive partnership with the Bolshoi Ballet and Empire — to bring community favourites, from football games to cultural shows, to the big screen,” says Debbie.
If you want to be pampered, Novo Cinemas offers a 7-Star experience at seven locations, with more coming this year. It includes extras such as a private entrance, fully reclining leather seats, a bespoke gourmet menu, in-theatre dining with butler service, as well as blankets and pillows.
The brand has a network of 146 screens and 22,000 seats in 15 locations across the UAE, Qatar and Bahrain.
“A key focus for us is to continue to build on this whilst expanding the brand further in current and new markets. Novo Cinemas’ ongoing expansion will see its numbers grow to over 220 screens in over 22 locations by 2018,” says Debbie.
cinema is not just a movie, it’s art... it’s magic and that magic is universal Debbie Stanford-Kristiansen, CEO of Novo Cinemas
As a leader it is important never to lose sight of our goals and how to achieve them, says the boss of Novo Cinemas.
“The solution is always based on teamwork since it is impossible to run a profitable business alone. I believe that the key to success is understanding how to lead, teach, motivate and encourage your team every step of the way.”
“While there are many aspects to being a successful CEO, I believe that investing in the most valuable asset — employees — is incredibly important. A mentoring approach helps the team develop within the business, as well as in their own career journey.”
Debbie says competition is always a challenge but she looks at challenge as an opportunity. “You can have cinemas with similar luxury-finished interiors, but the main differentiator for any company are the employees,” she says.
Regarding cinema trends, she says these are driven by the customer and are always changing.
“A recent example would be the upsurge in superhero films. This is exciting for me because our Mena demographics show most of our viewers are huge fans of this genre and because, very soon, we will be launching our newest cinema at IMG Worlds of Adventure.”
Debbie, who has lived and worked in Bahrain and Dubai for 12 years, says she has never faced challenges either as a Westerner or as a female executive. “Although the cinema industry is male-dominated, I am very fortunate that our owners, ELAN Group, have been very supportive,” she adds.
The mother of two has always had a strong affinity with the region, having been visiting on business for 22 years before moving to Bahrain. She was in Bahrain for nine years before moving to Dubai “and this region has become my home”.
Being a busy executive, how does she achieve a work-life balance? “I just try to be disciplined and make the time. While I admit that it is not easy, and I am a bit of a workaholic, I have my husband and family to remind me to find balance in my life,” she says.
Immersed in cinema as she is, Debbie still goes to the movies at least twice a week with her family. “My favourite movie is La La Land — I have already seen it six times,” she says.
— arif@khaleejtimes.com