new locations, with Bt700 million earmarked for a multiplex at Central World Plaza.

President Suwat Thongrompo said that the company would invest Bt700 million to open its 15-screen flagship cinema complex at Central World Plaza by the end of the third quarter.

The venue previously housed Major Cineplex's branch, before the rival company moved out and established a

luxury multiplex at nearby Siam Paragon.

"Our flagship cinema SFX Cinema Central World is in the prime location of the downtown area of Bangkok and targets young moviegoers as well as foreign visitors," said Suwat.

SF Cinema City opened its first cinema on the seventh floor of the MBK Centre in Bangkok seven years ago and now operates 75 screens in nine locations, including two in Pattaya and Phuket.

"We have not been quite aggressive in business expansion in terms of theatre outlets over the last seven years as we wanted to focus on the quality of our existing theatres and the stability of our business," said Suwat.

He said however that it was time for SF Cinema City to be more active in expanding.

SF Cinema City expects revenues this year to exceed Bt2 billion of which 70 per cent will be from ticket sales, 15 per cent from bowling and karaoke businesses, and the rest from rental service for retail space, cinema commercials and food and drink concessions.

"We plan to invest another Bt300 million in the beginning of next year in our joint venture with theatre operator NK THX, which operates four screens at The Mall Ta Phra shopping complex to expand its theatre complex to nine or 10 screens.

"We have also plan to open three or four of our SF Cinema theatres in the next couple years at newly developed shopping complexes owned by Central," said Suwat.

Central Pattana Plc, a unit of Central Group, recently announced its plan to open new shopping complexes at main locations in Bangkok, including Chang Wattana and Rama 9 Road, as well as in Pattaya.

"About 60 per cent of our new theatre projects will be in Bangkok and 40 per cent upcountry. Those seven to eight new theatre projects would have from eight to 14 screens," said Suwat.

"We expect to increase our market share in total ticket sales from 27

per cent at the end of last year to 30 per cent this year and 35 per cent next year, and to more than 40 per cent in three years, after the expansion is complete."

SF Cinema City and Total Access Communication also announced yesterday that they would invest Bt170 million in a major marketing partnership, allowing buyers of two movie tickets at SF Cinema to receive a Happy pre-paid SIM card for free. The company expects to give away 100,000 SIM cards under the campaign, which will run from today until September 30.

"We expect to increase our regular customers by 15 per cent through the campaign as well as raise ticket sales by 20 per cent," said Supat.

Kwanchai Rungfapaisarn

The Nation