Thailand's Major Cineplex Promises Action After Complaints About High Ticket Prices

webfact · July 13, 2011

Major headaches for moviegoers

By Parinyaporn Pajee

Thailand's multiplex giant promises action after complaints about high ticket prices, poor service and too many commercials before the show

It's been 16 years since the first multiplex cinema opened in Thailand offering tickets at Bt80. That was considered expensive back in 1995 but going to the movies was still considered value for money. Today, with ticket prices starting at Bt160 to Bt200, regardless of promotions and location, film fans have had enough.When multiplex market leader Major Cineplex increased prices in May, moviegoers flew into a rage and voiced their anger on the Internet. A Facebook account was set up to counter Major's price increase. Followers didn't just limit their posts to the ticket prices but took the opportunity to comment on the poor service they'd suffered for years and about which they'd never received any response from the cinema's owner.

"All these are chronic problems we put up with whenever we go to Major Cineplex. It's everything from the long commercial screening time to the service from the multiplex staff at the ticket counters," says Ek, who initiated the Facebook uprising.

"But I still go to Major Cineplex because it is close to home. I complain through Facebook but I don't want them to close down. I just want them to care more about their clients."

And where complaints have failed in the past, the power of the social network appears to have worked. For the first time, Major Cineplex is responding to what its customers are saying.

"Thank you for all your comments. I read them already and we are concerned about the problems and working to solve them," says the president of the Major Cineplex Group, Vicha Poolvoralak.

So far, the movie tickets at Major Cineplex are selling for Bt160 to Bt200 for regular seats though prices differ depending on multiplex location and the screening days.

On Wednesday, movie tickets are discounted to Bt60 or Bt80. However, for some blockbuster movies, the promotion is withheld.

Every year, Major sells about 26 million tickets out of the total market sale of 32 million tickets.

On average, Major's price is about Bt20 per seat higher than other multiplex chains like SF Cinema.

Major has around 370 cinemas nationwide and the figure is set to increase to 385 by the end of this year.

"Many blockbuster films come in the digital format so we have to go that way. We have to invest in all the equipment, not the film distributor," he says.

Most of the multiplexes are located in shopping centres and that means annual rent increases, Vicha continues. Changing movie trends forces the cinema business to not just invest more in digital cinema but also in 3D and 4D technologies. However, theatres are on average only 25percent full, which is not enough to freeze the ticket price.

Vicha adds that the price increases are not across the board but only in some locations and points out that Major gives options for lowerpriced tickets. Among the schemes is Major's MGen card. Certain credit cards like KBank allows ticket purchases for Bt88. There's also deals for AIS members (Bt80) and various options with sponsor partners.

Major is also planning a new chain of lowcost cinemas.

"We are working with the land owner and will open next year on Srinakarin Road and in the Samrong area. The ticket price could be around Bt100 or Bt120," says Vicha.

The cinema tycoon believes that the real dissatisfaction comes from moviegoers being forced to watch a series of commercials before the film screening. Some audience members say the commercials and movie trailers can run for as long as 40 minutes and that kills their appetite for the main celluloid dish before it even arrives.

"I admit that's quite true and I've told the relevant department to fix it," says Vicha, explaining that the commercials don't actually run for longer than 10 minutes but when combined with the preview trailers and the King's Anthem, the elapsed time can sometimes reach to 30 to 40 minutes.

In the past, he says, only six trailers were shown but nowadays the number can be as many as nine or 10. Each may run for up to three minutes, increasing the premovie time noticeably.

"The income from the product commercials is necessary for us but it is less important than the ticket income. I understand that it's annoying for the audience. It's not good for our business either because if it is longer than 40 minutes, we will lose the showtime. And we want more showtimes, not fewer," says Vicha.

Sales promotions in front of the cinema can also be a headache for audiences. Full information on the cinema type, seats and service is rarely provided, so moviergoers are confused when they finally get to the ticket counter.

Staff also use tactics to convince customers to pay as much as possible, such as only highlighting the expensive seats on the selection screen.

Perhaps the most common complaint is that the queues for tickets are simply too long. That's because the cinemas will usually open just one or two counters for customers paying cash. There are dedicated queues for MGen cardholders and credit cards, pushing many customers to buy an MGen card just to get faster service.

"It's certainly not my policy. I accept all complaints and assign every cinema to fix the problems," Vicha says.

The cinema magnate admits that it's the toughest situation he has faced since opening. He seems to be taking it seriously though and is in the process of setting up the M Care unit to get feedback from customers.

In future, comments to this section can be made at MajorCineplex.com as well as at Facebook.

-- The Nation 2011-07-14

TeddyFlyfisherDavis · July 13, 2011

I think someone needs to inform movie goers in Thailand that they should be lucky they are not paying twice that as we do here in the USA...Don't get me wrong...I find that to be ridiculous also...I would love to be able to pay only $6.50 for a film...or less...

Spoonman · July 14, 2011

I think if movie goer's in Thailand were on USA wages they would happily pay double.

TheWalkingMan · July 14, 2011

wow. That is a huge market share.

TheWalkingMan

TeddyFlyfisherDavis · July 14, 2011

Spoonman...I tend to agree with you on your point...Provided they could find a job...I am 59 and have been out of work for two years...One reason I am moving to Cambodia to start a boat building business in a market screaming for small pleasure craft...I will arrive this coming Sunday at BKK and onward to Cambodia...then back and forth to Chiang Rai where my lady lives and teaches physics and science...Thank you for your response...

softgeorge · July 14, 2011

Australians are not on US wages but still pay more than they do in the US to see a movie.

duncanb · July 14, 2011

How can anyone seriously say such a thing. When they are paid the same as a citizen of the USA I am sure they would be happy to pay US prices.

Vote with your feet people, the only half decent film I have seen in a long time was Avatar, how about you?

thunder30101 · July 14, 2011

Avatar sucked dude.

TeddyFlyfisherDavis · July 14, 2011

Duncanb...Liked the graphics in Avatar but the story was kind of weak....I hear what you are saying, loud and clear...I can't even remember the last movie I saw...I refuse to pay $14.00 for basic crap in the first place...Thanks for your response...

KKvampire · July 14, 2011

The major cineplexes have been increasing their prices in bangkok, But go to Apex Scala Lido opposite paragon 100 bht a time for years now and not always all the C**P USA Hollywood turn out .

Edited July 14, 2011 by KKvampire

TeddyFlyfisherDavis · July 14, 2011

"That's a fact Jack"...

hellodolly · July 14, 2011

That allows them the ability to treat customers like as if they were nothing.

Try getting there movie schedule on line. Here in Chiang Mai I have seen it not get listed until after 6;00 at night. Phone calls are very seldom answered. They change the movie line up every week but they change the times every day. I could understand changing them for the weekend but why is Tuesday different than Monday?

Yes the prices for Thailand are high but compared to other countries they are low. But compared to Thai wages they are high here. I believe all show times should show what time the show starts not what time the advertisements start. All though I will admit if you hardly ever go to the show some of the advertisements are cute to watch.

Yes cut down the time it takes to get a ticket. This is not always the theater's fault. It seems that a Thai can wait patently in line to purchase a ticket and when he gets to the counter not know which show he wants or where they want to sit.

I was at the theater here in Chiang Mai last week with out the wife. She generally gets the ticket at the machine check in counter. They have about 6 of them and three of them were not working and the one that did told me I had to go to the counter. Why I will never know I still had over 1,000 baht on the card.

In short start to treat customers like customers not like cattle.

Edited July 14, 2011 by hellodolly

JeffreyMcCollum · July 14, 2011

Yes I am sure in some large towns like New York and LA they are more. However from where I came from in Hawaii they were $1 = 30 Baht. It was truly one of the few bargins in Hawaii

TeddyFlyfisherDavis · July 14, 2011

Such a deal...nearly every movie house in the US charges the higher price...and a higher price for everything as you know...I happen to be moving to Thailand this Sunday...and not coming back...Peace...:jap:

asdecas · July 14, 2011

VPN, torrent, large flat screen, external HD, one of those DVD plug-and-play players and a handy local Seven for the beers and snacks is the way to go. Oh, and the babe.

JeffreyMcCollum · July 14, 2011

President of the Major Cineplex Group, Vicha Poolvoralak, says they will open 1 new movie theatre with lower cost ??? how does that help the masses ? He say lower prices on Wednesday, the only day I will go and the last 4 or 5 months there was always a reason for not lower prices like, holiday or new show or . . . Only 10 minutes of commercails ? when was the last time he went to the movies ? Please ! And my 10 year old daughter, full price or fill out forms with photocopy ID for a cheeper student price. Then had the corner on the movie business here and are laughing to the bank. I use to go 3 or 4 times a week when it was under 100 Bt, Then down to once a week and now just once or twice a month. Have a new huge flat screen at home I got with the money I saved, and don't have to worry about the nut case next to me talking on the phone half the movie !

laurentbkk · July 14, 2011

want to see a movie ? at good price ? wait few days and buy DVD on silom or sukhumvit ...100 baht and from your home enjoy ..

TomAikins · July 14, 2011

If people really want to be heard about poor service and high prices then just stop going to the movies for a while. That's the only way to get these people's attention.

isaanbrit · July 14, 2011

Yes Teddy but the average wage here is about a billion times lower than in the US. The average American can still go to the cinema, even with the high prices, but the vast majority of Thailand wouldn't even know how to by a ticket. The cinema is still for the upper half of Thai society.

jitenshaman · July 14, 2011

it's been awhile since i saw a film in the US...probably up around $13-15 in New York or LA? Then again, even that would make the cost of a US ticket price less than 2 hours work at minimum wage. Whereas for a Thai, 160-200 baht makes it a full days wage, so much much more expensive here.

TeddyFlyfisherDavis · July 14, 2011

You are correct...and thanks for your response...peace...:jap:

shanahan · July 14, 2011

This is fine if you have little regard for picture and sound quality.

TeddyFlyfisherDavis · July 14, 2011

Yes...I agree...When you figure the difference in wages and cost of living...I am so sick of thinking like an American...That's why I am moving to Thailand this coming Sunday...Chiang Rai...

Can't wait...

nocturn · July 14, 2011

make up your mind mate, you are either moving to Thailand or Cambodia, it cant be both.

TeddyFlyfisherDavis · July 14, 2011

Moving to Cambodia but traveling to Thailand alot...So to me it feels like living in both places...Starting a boat building business in Cambodia...

shanahan · July 14, 2011

Something that drastically reduces my cinema experience are some viewers inability to not use their mobile phones and the chatterers. A mobile/cell phone signal blocker would improve service and also a tourch pointed in a chatterer's direction.

brianb1944 · July 14, 2011

as a percentage of the average western income, movie seats are still much cheaper in the west. Average shop assistant, factory worker etc.in Thailand only earns 4000 - 6000 baht per month.

kennalder · July 14, 2011

Typical Thai economics.

Got plenty of advertisers so allow more advertising.

Only have 25% occupancy in the theater so raise prices.

DOH!

Here's a novel idea. Raise the prices on the party that is in plentiful supply (advertisers) and lower it on the one in short supply (movie goers).

Or just continue on the same track and show a ton of cheap ads to....NO-ONE!

metisdead · July 14, 2011

A post has been deleted as the quoted content was altered as well as the reply being inside the quoted content.

30) Do not modify someone else's post in your quoted reply, either with font or color changes, added emoticons, or altered wording.

brianb1944 · July 14, 2011

I am with you, babe lined up 24/7, I married her and she is still a babe

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