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ENTERTAINMENT
PORNNALAT PRACHYAKORN
The operator of Century: The Movie Plaza, has revised its revenue projection upward to 300 million baht this year from 240 million projected earlier, thanks to its better-than-expected performance in the first half.
Nuttakij Chareonsiri, senior manager for marketing and communication for mall operator Eakmahakij, said it had set its growth target at 20% in the beginning of the year.
But the mall, located at Victory Monument, had already recorded revenue of 200 million baht in the first half due in part to aggressive marketing campaigns.
Last year, the company generated revenue of 200 million baht.
''The company allocated a marketing budget of 40 million baht this year, a 20% increase from last year. Some of that has been spent on store renovations of inactive places,'' Mr Nuttakij said.
''We have also tried to differentiate our service by training our staff to be able to answer movie-related questions. It means you don't always have to ask at the box office, but also any staff at the food court, for example.''
Executive director Santipong Arunpoowanard said there had also been a number of promotions and activities held with business partners including Mama and Pepsi, which helped increase its sales by 20%.
The company is confident it would reach its target of 500,000 tickets this year as it already sold about 300,000 tickets in the first half.
There are eight cinemas in the plaza with 2,200 seats. Apart from quality theatres, good movies kept drawing customers even in the poor economy, Mr Nuttakij said, adding that there were about 130 films showing each year.
In the second half there would be at least 60 films shown at its cinemas, including likely blockbusters Harry Potter and the Half-Blood Prince, The Mummy: Tomb of the Dragon Emperor and Batman: The Dark Knight.
The plaza, established by local cinema pioneer Kasem Poolvoralaks, draws 50,000 visitors per day, up from 10,000 when it first opened two years ago.
The majority of its revenue is contributed by rental fees in the plaza area, 35% from theatres, and the rest from karaoke, food courts and ads.
Although the rising costs of construction have prompted the company to slow down its plan to open its second branch, the new plaza is scheduled to launch in October this year. It is located on a four-rai site near the Onnuj skytrain station with an expected investment of two billion baht.
''The new location shows high potential as there are about 1,500 condominium units around the Onnuj area,'' Mr Nuttakij said.
They forecast that the country's overall movie industry would grow by 10% this year to six billion baht.
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