SF Cinema to launch electronic cash card
SF Cinema City Co Ltd, a leading operator of multiplex cinemas, will collaborate with Thai Smart Card Co Ltd, to launch its first electronic cash card.
Named the SF Smart Purse Card, it will allow film-goers to make payments at any SF Cinema and other entertainment spots, such as bowling and karaoke centres, by using the card instead of cash.The Smart Purse system will electronically transfer cash to the card chip. The card will be launched in the fourth quarter. While rights to the system are held by Thai Smart Card, holders of the Privilege Cash Card will also be able to use their cards at shops or venues displaying the Smart Purse logo. "The SF Smart Purse Card will be one of our key strategies for collecting data about customers' viewing behaviour," said Supat Ngamwongpaibul, marketing director for SF Cinema City. "This valuable information will be used to create effective customer-relations management packages." He said film-goers would earn points each time they bought movie tickets with the SF Smart Purse Card and qualify for benefits at retail and restaurant chains participating in the Smart Purse campaign. Thai Smart Card chief commercial officer Chatchai Chatchaiganan said the Smart Purse Card had been around under another name since February - the One Plus Card - with seven participating companies. He said more than Bt3.6 billion had already been spent using the Smart Purse system. SF Cinema City has also launched its "SF Movie Passport 2006" campaign, allowing film buffs to go to the movies for a whole week or month for a single payment. Kwanchai Rungfapaisarn The Nation
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