30 Sep 2007, ST
Cineplexes are counting on loyalty programmes to retain customers
By Ong Sor Fern
YOUR movie ticket can now admit you to restaurants, spas and even a hotel.
As credit card adverts used to sniff, 'Membership has its privileges' - and cineplexes have jumped on the bandwagon. They now boast an array of loyalty programmes that reward faithful cinema-goers with more than just movies.
Perks include discounts on retail services and goods, free drinks and premiere tickets.
They will be even more spoilt for choice in December as Shaw Organisation and Cathay Cineplexes join the fray. Shaw is revamping its old programme while Cathay is streamlining its gaming zone e2max and arthouse cinema Picturehouse memberships into one umbrella programme for all Cathay patrons.
The move to woo loyal patrons comes as the industry reaches a new level of maturity, now that comfortable seats, digital cinema and surround sound are the norm.
One of the companies that realise the importance of rewarding loyal patrons is Eng Wah Organization. Its Friends Of Eng Wah programme has existed in various forms for 10 years. But it started marketing the programme more aggressively last year as more people signed up, says its managing director Goh Min Yen. The company now has an employee devoted to looking after the programme.
Friends Of Eng Wah has some 30,000 members while Golden Village's Movie Club, launched last September, has 86,000 members and is growing.
Over at Shaw, its membership programme will be tied to its website, says Shaw's vice-president of media Terence Heng.
Prior to the revamp, Shaw's website attracted some 250,000 members despite offering just one service: Customers could bookmark their favourite cinemas.
Cathay's president of business operations Suhaimi Rafdi says its membership programme will bank on the company's diverse holdings in entertainment and leisure. Soon, members will be able to win stays at its hip budget hotel hangout@mt emily and even use their membership privileges at Cathay cineplexes in Malaysia.
The purpose of all these frills is to ensure brand loyalty. As Shaw's Mr Heng points out: 'If it's a blockbuster like, say, Spider-Man 3, every cinema is showing the same movie, everyone has the same pricing and the same seats. What else is value-added for the customer?'
GV's managing director Kenneth Tan adds that Movie Club helps the cinema chain 'deliver a differentiated brand experience and customised patronage experience'.
However, cinema-goers LifeStyle spoke to cite location and a wide selection of movies as the main factors in their choice of cinemas.
Friends Of Eng Wah member Mohd Aidil Bin Sufyan, 34, admits he seldom uses the retail discounts offered with the card. The engineer, who frequents Eng Wah's cinemas at West Mall and Suntec City with his wife and three children, says: 'What's most important is the movies they show.'
But everyone appreciates the discounts.
Nurse Carynn Lee, 21, says cinema tickets are not cheap, so she makes use of GV Movie Club's $6.50 ticket offer on Tuesdays.
Polytechnic student Lim Huan Wei, 24, appreciates the free Coke-with-popcorn offers. The GV Movie Club member points out that these can add up to substantial savings: 'A Coke is about $2. When I watch a movie with six friends, we can save $14.'
--------------------------------
Benefits of loyalty
Now showing
ENG WAH ORGANIZATION
Friends Of Eng Wah, joining fee $5 but no renewal fees
Discounts at five food and beverage outlets including Legends Garden at The Legends Fort Canning Park, seven boutiques and two spas: Ayuthaya - The Royal Thai Spa and SKN Medical Spa
# Discounts at three retail outlets including Simply Toys at Suntec City
# Collect points for every $1 spent and redeem tickets, drinks and/or popcorn
# Invitations to special previews and gala premieres
GOLDEN VILLAGE
Movie Club, free membership
# Discounted movie tickets at $6.50 on Tuesdays
# Priority seat selection
# Invitations to premieres
# Free Coke with popcorn purchase
# Top-spender giveaways
# Monthly lucky draws
--------------------------------
Coming attractions
CATHAY CINEPLEXES
Free membership
# Discounts at participating retail outlets in Cathay's malls
# Privileges at Cathay's gaming zone e2max and The Picturehouse
# Win hotel room stays at hangout@mt emily
# Members will be able to use their membership for more privileges across the Causeway at Cathay cineplexes in the second phase of the membership drive
SHAW ORGANISATION
Free membership
# E-mail alerts
# Birthday specials
# RSS feed of cinema schedules
# Customised movie booking experience online
# Members-only invite to special screenings and promotions
Cineplexes are counting on loyalty programmes to retain customers
By Ong Sor Fern
YOUR movie ticket can now admit you to restaurants, spas and even a hotel.
As credit card adverts used to sniff, 'Membership has its privileges' - and cineplexes have jumped on the bandwagon. They now boast an array of loyalty programmes that reward faithful cinema-goers with more than just movies.
Perks include discounts on retail services and goods, free drinks and premiere tickets.
They will be even more spoilt for choice in December as Shaw Organisation and Cathay Cineplexes join the fray. Shaw is revamping its old programme while Cathay is streamlining its gaming zone e2max and arthouse cinema Picturehouse memberships into one umbrella programme for all Cathay patrons.
The move to woo loyal patrons comes as the industry reaches a new level of maturity, now that comfortable seats, digital cinema and surround sound are the norm.
One of the companies that realise the importance of rewarding loyal patrons is Eng Wah Organization. Its Friends Of Eng Wah programme has existed in various forms for 10 years. But it started marketing the programme more aggressively last year as more people signed up, says its managing director Goh Min Yen. The company now has an employee devoted to looking after the programme.
Friends Of Eng Wah has some 30,000 members while Golden Village's Movie Club, launched last September, has 86,000 members and is growing.
Over at Shaw, its membership programme will be tied to its website, says Shaw's vice-president of media Terence Heng.
Prior to the revamp, Shaw's website attracted some 250,000 members despite offering just one service: Customers could bookmark their favourite cinemas.
Cathay's president of business operations Suhaimi Rafdi says its membership programme will bank on the company's diverse holdings in entertainment and leisure. Soon, members will be able to win stays at its hip budget hotel hangout@mt emily and even use their membership privileges at Cathay cineplexes in Malaysia.
The purpose of all these frills is to ensure brand loyalty. As Shaw's Mr Heng points out: 'If it's a blockbuster like, say, Spider-Man 3, every cinema is showing the same movie, everyone has the same pricing and the same seats. What else is value-added for the customer?'
GV's managing director Kenneth Tan adds that Movie Club helps the cinema chain 'deliver a differentiated brand experience and customised patronage experience'.
However, cinema-goers LifeStyle spoke to cite location and a wide selection of movies as the main factors in their choice of cinemas.
Friends Of Eng Wah member Mohd Aidil Bin Sufyan, 34, admits he seldom uses the retail discounts offered with the card. The engineer, who frequents Eng Wah's cinemas at West Mall and Suntec City with his wife and three children, says: 'What's most important is the movies they show.'
But everyone appreciates the discounts.
Nurse Carynn Lee, 21, says cinema tickets are not cheap, so she makes use of GV Movie Club's $6.50 ticket offer on Tuesdays.
Polytechnic student Lim Huan Wei, 24, appreciates the free Coke-with-popcorn offers. The GV Movie Club member points out that these can add up to substantial savings: 'A Coke is about $2. When I watch a movie with six friends, we can save $14.'
--------------------------------
Benefits of loyalty
Now showing
ENG WAH ORGANIZATION
Friends Of Eng Wah, joining fee $5 but no renewal fees
Discounts at five food and beverage outlets including Legends Garden at The Legends Fort Canning Park, seven boutiques and two spas: Ayuthaya - The Royal Thai Spa and SKN Medical Spa
# Discounts at three retail outlets including Simply Toys at Suntec City
# Collect points for every $1 spent and redeem tickets, drinks and/or popcorn
# Invitations to special previews and gala premieres
GOLDEN VILLAGE
Movie Club, free membership
# Discounted movie tickets at $6.50 on Tuesdays
# Priority seat selection
# Invitations to premieres
# Free Coke with popcorn purchase
# Top-spender giveaways
# Monthly lucky draws
--------------------------------
Coming attractions
CATHAY CINEPLEXES
Free membership
# Discounts at participating retail outlets in Cathay's malls
# Privileges at Cathay's gaming zone e2max and The Picturehouse
# Win hotel room stays at hangout@mt emily
# Members will be able to use their membership for more privileges across the Causeway at Cathay cineplexes in the second phase of the membership drive
SHAW ORGANISATION
Free membership
# E-mail alerts
# Birthday specials
# RSS feed of cinema schedules
# Customised movie booking experience online
# Members-only invite to special screenings and promotions
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