"The move will create a new entertainment lifestyle, playing a significant role in developing the thinking and emotional capabilities of Thai children," CEO Anavach Ongvasith said yesterday.

"We've renovated theatre No 7 in the EGV Cineplex at Future Park Rangsit to serve children up to 110 centimetres in height. The choice of Future Park Rangsit is based on our research findings that there are more than 100 villages and more than 70 primary schools in Rangsit, [the rest of] Pathum Thani and Nakhon Nayok," he said.

"We have support from major film distributors, which will deliver children's films to the theatre, such as animated features, cartoon shorts and adventure stories," he said.

A Playland corner will be added to the Kids Cinema, where youngsters can enjoy at no charge a variety of fun games and leisure activities designed to develop their skills. The venue can be also used for social campaigns to encourage youth to spend their free time on worthwhile activities.

Supported by Vitamilk Champ as the naming sponsor, EGV Kids Cinema is part of the Major Cineplex Group's market-segmentation strategy of attracting different groups of movie-goers. The move will also help the group expand its customer base to children, which is also Vitamilk Champ's target group.

During school breaks, EGV Kids Cinema will schedule two sets a day on weekdays and three a day on weekends and holidays. When school is in session, the cinema will be in service only on weekends and holidays.

Local and Hollywood

blockbusters set for showing

at EGV Kids Cinema during

the current school break include "Ma Mha See Kha Krub", "Meet the Robinsons", "The Simpsons Movie", "Harry Potter 5", "Fantastic Four 2", "Ratatouille", "Transformers", "Doraemon", "Bee Movie" and "Spider-Man 3".