Major Cineplex Group is depending on big releases to help draw moviegoers to cinemas amid Covid-19 fears, while tightening health safety measures at all of its 183 screens across the country and introducing cashless payment.
Narut Jiansanong, chief marketing officer at Major Cineplex Group, said the company is adopting the highest level of safety, including a 50% reduction in seat availability to make sure members of the audience can observe social distancing properly.
Mr Narut said the majority of its customers -- students and first-time workers -- have been unfazed by the surge of infections and there are plenty of blockbuster movies to attract them, such as Godzilla vs. Kong, which is expected to generate ticket sales of 400 million baht, having already earned 300 million.
He said the company hopes anticipated movies from Hollywood, such as Black Widow and Fast and Furious 9, will keep attracting people to screens.
"Godzilla vs. Kong has proven to be a great success, as we earlier predicted earnings of only 100 million baht," said Mr Narut.
"Despite a looming third wave of the pandemic, we're confident audiences will keep coming as long as the movies are good."
From May until the end of the year, the company has planned a long list of blockbuster movies such as Disney's Cruella, Top Gun, The Suicide Squad and Shang-Chi and the Legend of the Ten Rings by Marvel Studios.
Major Cineplex also expects to have 50 new Thai films debuting throughout this year.
"The biggest impact on our business has been in the family segment. But the majority of our customers [65%] consist of students, teenagers and first-time workers, and they have not been as concerned about the latest outbreak as the first wave last year," he said.
Moreover, the company launched its first fully cashless cinema model at Quartier CineArt last week.
The ticket counter and salespeople are replaced with self-service ticket purchases via online channels such as majorcineplex.com, the Major Cineplex app and e-ticket vending machines located in front of the cinemas.
Customers can use online payments including QR code, e-wallet, mobile banking, PromptPay and electronic cards such as credit or debit cards.
The company expects to reduce ticket printouts by 10 million per year.
Within two years, the company's headcount is projected to drop to 2,000 employees at its cinemas, from around 4,200 the past two years.
Major also hopes cashless cinemas can boost consumer confidence during the pandemic.
In addition to purchasing tickets, customers can use the cashless payment option for other items, such as beverages and popcorn.
Mr Narut said the company plans to expand this model to nine branches in Bangkok by July 1, before extending it to every Major Cineplex by the end of next year.
"We remain optimistic about the cinema business for the rest of this year because the government might not impose a lockdown to curb the virus," he said.
The company expects to sell 25 million tickets this year and forecasts revenue to climb to 80% of the level recorded in 2019.