Film-goers have followed with interest the merger of leading multiplex operators Major Cineplex and EGV, creating a new cinema superpower with combined screens accounting for about 70 per cent of the total cinema screens in the country. Public enthusiasm is certainly not about how big or powerful the new entertainment giant will be. What concerns movie buffs is simply whether the merger will make us rely on our DVD players less or more.
Thai audiences have in recent years complained about the lack of variety on offer at multiplexes, as the number of screens doesn't guarantee the number of movies. Obviously, the operators allocate most of their screens to blockbusters. The remaining screens are then allocated to what they consider "secondary" films. The benefit of this method is that film-goers can find a smash hit movie at any multiplex, at a showing time to suit them. For operators, the method means the more screens they show a blockbuster on, the higher ticket revenues they receive.
Yet the very idea of cashing in on blockbusters has gradually killed the concept of the multiplex theatre in Thailand, which is designed to offer a greater variety of films at one property.
When EGV opened the first multiplex in Bang Khae in 1995, film-goers were overwhelmed by the choice of films each weekend. The initial period was like a dream, as we could enjoy the concept of multiplexes developed by the West. A 14-screen multiplex theatre showed between six and eight films. Now that spirit has gone and film-goers aren't surprised if a 10-plus screen multiplex shows three to four films on weekends.
Fierce competition between operators is the reason for this sad state of affairs, but now that the two biggest have merged, we can hope for better. Optimistically, Major and EGV are no longer engaged in cut-throat competition and should be able to embark on a new business direction that responds to consumer demand.
Some film fans have developed a habit of watching movies on DVD. A pirate DVD costs between Bt100 and Bt180, providing home entertainment for the entire family. Why leave home to face the traffic and fight for a parking space when you can relax, arrange your own show time, and have food and drinks while watching your favourite films?
DVD is an ideal medium for alternative film-lovers. Many critically acclaimed films that never reach Thai theatres are available in DVD format.
Cinema operators should also realise that pricing is a sensitive issue too. A veteran movie critic voiced concern that multiplexes shouldn't emphasise luxury seats, which carry with them a considerable hike in ticket price.
"After all, movies are cheap entertainment and aren't supposed to be a luxury." Although ticket pricing in Thailand is fairly inexpensive compared to many countries, it is the not figures that rule, but how consumers feel. Support will certainly follow if multiplex operators encourage discounts for young children and seniors.
United International Pictures general manager Anthony Vogels told The Nation how surprised he was to learn that there were no discounts for children in Thai cinemas. To this newly-arrived executive, such a pricing policy doesn't encourage families to go to the movies.
A small yet influential group of film buffs wants to know whether the merger will bring more alternative and art films. It is obvious that Thailand's cinemas are second to none in the region for screening mainstream Hollywood blockbusters, but it seems alternative film fans feel neglected. Their sole hope lies in the film festivals run by various embassies and organisations.
Following the recent merger, this group of consumers - arguably the fastest growing group - certainly expects better movie line-ups. It has been the challenge of marketing people everywhere to make a profit on these kinds of movies. But now that the spell has been broken with the box-office success of Michael Moore's "Fahrenheit 9/11", marketing people should be aware that alternative movies can be profitable. And if they observe the film festivals, which have been well received here, they should be able to defy their target audiences.
The good news is that SF Cinema City Co, operator of the SFX chain, announced it would open an indie film theatre at RCA. Major also plans to unveil alternative theatres at various venues, including Central World Plaza and Major Ratchayothin.
Film-goers also hope the merged chain does its bit to help promote Thai films. With the likes of "Satree Lek" and "Ong Bak" doing so well in international market, Thai films should be given special privileges in their home market.
Sad but true, while Cannes jury prize-winner "Sud Pralad" ("Tropical Malady") opened on more than 50 screens in many European countries, it was screened here in only three theatres - Major Sukhumvit, Major Ratchayothin and Siam. That says something about how we celebrate a successful Thai film.
Certainly, movie lovers have more desires, but let's start realistically: Let's hope that we have eight movies to choose from at one multiplex and that we don't have to wait for the next film festival to view an art film.
Published on Jul 3, 2004
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