Major CineAd seeks new clients via film sponsorship

Corporate March 05, 2014 00:00

By Watchiranont Thongtep
The Nat

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Major CineAd, a cinema advertising unit of Major Cineplex Group, is targeting new clients through sponsorship in films produced by its affiliates.

In line with the film industry’s growth, the country’s largest cinema-chain operator expects its cinema ad unit will see an increase of between 10 per cent and 20 per cent in advertising revenue from the Bt1.07 billion generated last year.
Nithi Pattanabhakdi, chief media officer at Major Cineplex Group and also head of Major CineAd, said yesterday that his company had teamed up with M Pictures, M39 and Talent 1 to offer synergy packages for businesses that want to be part of film production through sponsoring, product tie-ins and creating branded content.
Under this package, clients will be have a chance to advertise their products via screen ads, video walls, tri-vision screens, plasma screens, menu boards and billboards at Major Cineplex’s branches, as well as to support marketing activities during a promotional campaign.
This year, M Pictures, M39 and Talet 1 are earmarking about Bt1 billion combined to make 15 Thai movies, against just four films produced by them last year.
“We see a huge opportunity in sponsorship in this regard. If we consolidate this opportunity with the sponsorships in Hollywood film line-ups, our total sponsorship income from movies will account for 50 per cent of our revenue, compared with 30 per cent last year,” he said.
Apart from partnering with the affiliates, Major CineAd is eyeing local advertisers in areas where Major Cineplex already has a presence, particularly in key provinces like Chiang Mai, Udon Thani and Songkhla.
Another factor helping boost the company’s advertising revenue is new cinema branches. By year-end, the group plans to have 520 theatres in 76 locations, after adding 50 screens in both the domestic and regional markets under a Bt1-billion investment programme, he added.
Bt300 million of the investment sum is being spent on a six-star cineplex at the EmQuartier shopping centre on Bangkok’s Sukhumvit Road. 
Seven other new locations will be mainly upcountry, inside Big C Supercentre stores and CentralPlaza shopping centres.
In Cambodia meanwhile, a seven-screen cineplex with 1,588 seats will start operating in June in the Aeon mall in Phnom Penh under a Bt250-million joint venture with Aeon. 
Myanmar, Laos and Vietnam are also under study for expansion in the near future, said Nithi.
The ad business unit contributes around 12 per cent of the Major Cineplex Group’s income. This year, the group expects to see at least a 10-per-cent increase in revenue, he added.