CATHAY CINEPLEXES PTE LTD |
Overview |
Cathay Cineplexes is a subsidiary of Cathay Organisation, which is a leading company engaged in the businesses of entertainment, leisure, lifestyle and property management services. There are presently five Cathay Cineplexes islandwide. |
Strategy |
Mission |
To reach out to families, Cathay positions itself as a leading corporation engaged in providing quality and wholesome family entertainment, leisure, lifestyle and property management services. |
Product & Service Mix |
To cater to the tri-generational family, Cathay screens all genres of movies and offers specially tailored packages for every member of the family, such as the “Party of Four” family deal, “Mom & Tots” movie treats where junior gets to watch the movie free with a parent, student discounts and special rates for senior citizens. |
Marketing & Promotions |
To reach out to families, Cathay advertises its pro-family deals and packages in lifestyle magazines targeted at families, such as “Young Parents” magazine. It also offers the family popcorn combo sets at special rates to make movie-going more economical for families.
Cathay’s e-ticketing system and 24-hours automated movie line allow customers to purchase their tickets online or over the phone. |
Service |
Service Attitude |
To be more welcoming to families, Cathay emphasizes on service towards families during the real-time on-the-job training by a senior staff. Cathay provides staff with specific training on how to engage and mingle with children, offer assistance to pregnant women, senior citizens, as well as the disabled. |
Nurturing service care |
To nurture service care, staff are trained to pro-actively approach pregnant or elderly persons in a long queue to offer to help purchase the tickets on their behalf.
Two staff are stationed at the ushering touch point, so that the “Greeter” can continue to man the station whilst the “Runner” is able to assist customers on wheel-chairs into the cinema hall.
Understanding the needs of parents with children in long queues, Cathay will mobilize its Personal Digital Assistant (PDA) ticketing system, whereby the staff will bring the mobile ticketing ‘palm top’ around the cinema lobby to minimise waiting time during peak periods, like on weekends. |
Safety first |
Fire and emergency evacuation procedures are screened before every movie for the safety of all its patrons. The cinema halls are carpeted for comfort and to cushion any falls especially in the dark when a movie is being screened. |
Infrastructure |
Access & Layout |
To meet the needs of families, all cinema halls are equipped with booster seats and have pram deposit corners. All movie halls have a designated space for customers on wheelchairs. |
Facilities |
To ensure a family-friendly environment, Cathay would feature child-friendly trailers and messages during the screening of children’s movies and during “Moms & Tots”. Cartoons instead of movie trailers will be screened on the big screens outside the cinema hall and some cineplexes will set up a children’s play area. |
