Blurb from the author: I saw a few films online before I thought, "I regret I didn't see that in cinemas when it came out." While I look forward to seeing the cinemas with friends again after the pandemic, I believe cinemas will have to work hard to regain customer confidence, as cinemas are one of the public places where crowds gather for extended duration .
Unable to go
Going to the cinema after a day's work or at the weekend is no doubt
Many of us have turned to online streaming services, some of which are
even free like Kanopy and Plex.
While they can't replace the joy of cinema, we're still happy with how affordable and accessible these services are.
On the other hand, the cinemas are fighting. Although they are not about to close, they see practically no revenue from the sale of cinema tickets (with the exception of vouchers and post-MCO promotions).
Then how do you deal?
the ever-growing MCO, and how will you bring your customers back after the MCO? We
Find out from 3 of the largest cinema chains in Malaysia.
1. Golden Screen Cinemas (GSC)
GSC at the moment / Photo credit: GSC
Koh Mei Lee, CEO of GSC, told Vulcan Post that after the end of MCO, they did not make any other promotions or sales, but chose a different marketing approach.
Instead, they turned to their social media platforms to reach their audience and worked with mall partners and NGOs to provide care to frontliners and the disadvantaged.
However, they also received requests from fans who miss their movie snacks like popcorn and chicken nuggets. Given this demand, GSC began offering these snacks from some of their cinemas through GrabFood.
Still, they have to be careful about spending.
"We have moved the entire cinema
Planned refurbishments, discretionary and non-essential expenses scheduled for this year and
Increasing operational efficiency through personnel management. In addition we
are in discussions with our landlords about rent reductions during this
difficult time, ”said Mei Lee.
Open your doors again
while both cinemas and moviegoers are looking forward to resuming operations, as
Consumers, you still can't help but worry about what if and the risks of it
cleaned and disinfected already used facilities such as e-kiosks,
Worktops, door handles etc. and will increase disinfection after reopening, which includes disinfection
and thorough cleaning of the hall spaces after each show.
Fears of cinema-goers, the initiatives
They will be used when reopening:
- Provision of hand disinfectants at
Checkpoints, ticket counters at the box offices and concession counters,
- Place distance markers
The GSC staff will take control in the cinemas leading to the halls
the number of people in a common area at a time
- Implementation mandatory
Temperature controls for all guests and employees, the latter wearing a face
- In the halls themselves, GSC
Implement socially distant seating by separating everyone by one
Seat width left and right, front and rear. This will also limit that
Number of people in the halls, reducing the capacity of the audience to 50% or less
In addition, moviegoers are encouraged to buy their cinema tickets and concessions online instead.
Regarding the reopening of the GSC, Mei Lee said that they are only watching daily developments across the country. Despite their intention to reopen as soon as possible, they want to put people's health and wellbeing in the foreground.
She also believes that it will take some time before cinema-goers have the confidence to return to the cinemas, not only because of the health crisis, but also because they will be more careful with their entertainment spending.
"However, we are optimistic that with the
improved precautionary measures implemented by cinemas, people who are
In general, social beings return to the common experience of observation
Movies on the big screen, especially if they're your long-awaited favorite
Playing blockbusters, ”said Mei Lee.
When they return, they will rediscover the impressive, state-of-the-art entertainment experience on the big screen that cannot be reproduced at home.
Koh Mei Lee, CEO of GSC
2nd MBO cinemas
The equally empty situation of MBO Cinemas during the MCO / Image Credit: MBO Cinemas
MBO Cinemas had no walk-in customers and used e-commerce to target cinema-goers by offering attractive coupon promotions for Shopee and Digi Rewards.
At the beginning of the year, after the CNY, MBO Cinemas also negotiated
Shopping centers for a rental discount and the payment "vacation", but are still waiting for a
For COO Cheah Chun Wai, MBO Cinemas is not an SME and therefore not an SME
Get the most benefits introduced by the government. Beyond that, they don't
receive an automatic moratorium on their loans.
They had no choice but to cut back on their workforce as this is one of their jobs
highest fixed costs, apart from the rents and additional costs.
They open their doors again
The MCO, MBO Cinemas, already had its “We Care” initiatives with the
The goal is to make their cinemas safer than our jobs.
Some of the
Initiatives to protect employees and cinema-goers include:
- Daily disinfection in all halls
and throughout the cinema area, along with seat disinfection between shows,
- Social distance seating with a
1-row gap (front and back) and 2-seat gap (left and right) between them
- Promote face use
Masks during movies,
- Temperature checks during ticketing
- Disinfectants stationed everywhere
cinemas and antibacterial wipes available on request,
- Implement social distancing
at the ticket counters, concession counters and ticket machines.
Chun Wai is
I am definitely looking forward to reopening once the MCO is lifted, as he said
must build momentum after the MCO and meet their commitments
also to the shopping centers.
Very short notice (customers) will be careful, but with the reduced number of new ones
Falling and practicing the new norm will bring the cinema back up particularly slowly
with the release of new content / films from July, ”he told Vulcan
We are all social beings, so it is difficult to get everyone to stay at home. The cinemas are badly affected now, but once the fear is under control, people will go to the malls to shop, eat and watch a movie!
Cheah Chun Wai, COO of MBO Cinemas
3. TGV cinemas
Yeoh Oon Lai, CEO of TGV Cinemas, told Vulcan Post that they hadn't expected the MCO to last that long. So far they were not operational and therefore have no sales, but they planned to offer special vouchers and promotions for use after the MCO.
"For us in
Entertainment, the wait for reopening continues, and the industry is likely to
Only restart sometime in June or possibly in July, ”he predicted.
The impact on the TGV cinemas was not only on their earnings, but also on theirs
Front workers who remain inactive at the moment. So they used it
various government programs such as ERP and WSP, and have reduced discretion
Undressing is that the current situation has catalyzed many internal studies and
Review all of our processes and everything we do. As a result, we have
will evolve into a more efficient and agile organization, ”commented Oon Lai.
They open their doors again
When reopening, the TGV cinemas will reduce their hours of operation as they are scaled up gradually
Photo credits: TGV cinemas
of what happened in China with the reopening of cinemas earlier this year
and later closed after the public didn't show up, Oon Lai said
This timing would be key and reopening would be risky. The
step-by-step government soft-landing approach that reopens the economy
in stages is ideal.
This conversation will be the last category to be reopened and so painful
We will support each other because the customer's psyche has to recover
have to restore a level of comfort compared to public spaces with many strangers
and it will take some time, ”he said.
In terms of
They will prioritize security:
- Hand disinfectants are placed
at all locations and increasing general cleanliness,
- Temperature tests for
Customers at ticket breaks,
- Temperature tests for
Employees twice a day, together with mask and hand washing protocols,
- Social distance markers placed
in all queue areas, including washrooms,
- Social distance seating plans
in line with WHO recommendations on two free spaces left and right
and an alternating line of patrons,
- Increase the pause between
Film sessions (at least 30 minutes) to enable thorough disinfection of the halls,
- #TGVCare's Civil Service
Announcements (PSAs) are displayed everywhere.
But Oon Lai
is also aware that security measures alone may not be enough to bring them with you
Customers back so soon; it has to be a combination of the right timing, security,
The main obstacle to recovery is the global disruption to the content supply chain, with many blockbuster titles postponed until later in the year and some until 2021, when Hollywood studios experienced a major disruption.
Yeoh Oon Lai, CEO of TGV Cinemas
"We will make it easier for us to get back into the public eye by creatively repackaging some old favorites. However, the real test will take place in mid to late July with two major titles, Christopher Nolans & # 39; Tenet & # 39; and Disney's & # 39; Mulan & # 39; publish. " he added.
He sees this
as two highly anticipated titles that should attract the audience again
Cinemas, saying that the industry is pointing to this as the real restart
Bottom line: As the three cinemas have said, I believe Malaysians are keen to return to the cinemas as long as security measures are in place. The experience of watching a movie on a big screen with great audio is simply unbeatable unless you are lucky enough to have your own home theater.
- More information about what we wrote about the MCO can be found here.
Selected image source: TGV cinemas