WHICH OF MAJOR CINEPLEX’S PREMIUM FORMATS CURRENTLY DELIVER THE HIGHEST GROWTH IN AVERAGE TICKET PRICE (ATP)?
IMAX with Laser is now a key driver of overall Average Ticket Price (ATP) growth, outperforming standard formats. With the planned expansion to 10 locations by 2025, IMAX titles are poised to witness exceptional demand from both dedicated IMAX enthusiasts and general moviegoers. As we continue scaling our footprint to meet rising audience demand, IMAX has demonstrated strong market potential, delivering record-high revenues across multiple sites. Looking ahead to 2026, the launch of the IMAX Membership Program is set to further strengthen audience engagement and support the sustained growth of the IMAX consumer base.
WHAT IS THE SINGLE MOST EFFECTIVE ACTION MAJOR CINEPLEX HAS TAKEN TO SIGNIFICANTLY REDUCE ITS CARBON EMISSION TOWARD ITS NET-ZERO GOAL?
At Major Cineplex, we have set an ambitious goal to transition all our cinemas to Laser Projector Systems by 2029. Over the next five years (2025 to 2029), we plan to replace every projector across our theatres in Thailand and international markets, with a total investment exceeding 1 billion Baht. Our journey began in 2024, and by 2025, we successfully upgraded 400 cinema screens to the Laser Projector System, a key milestone in our transformation. This initiative helps us eliminate the use of around 1,600 Xenon lamps each year, reduce energy consumption by approximately 4.95 million kWh annually, and cut carbon emissions by nearly 2.40 million kilograms of CO. Through this effort, we are proud to advance our vision of delivering world-class entertainment while upholding our commitment to environmental sustainability.
WHAT SPECIFIC CHALLENGE IS PREVENTING MAJOR CINEPLEX FROM IMMEDIATELY REACHING ITS GOAL OF 100% DIGITAL TRANSACTIONS?
At this stage, we are not facing any major challenges. Currently, 35% of our total ticket sales are generated through online channels, and we are well on track to achieve 100% digital sales through the Major Cineplex App by the end of 2026. Our digital-first strategy positions the app as a direct connection to our customers, enabling us to leverage first-party data, deliver personalised experiences, and drive effective upselling through ‘the MCOUPON system’. In the next phase, our focus will shift toward data-driven upselling of concessions to non-purchasing customers and implementing targeted campaigns, such as reactivation initiatives for users who have been inactive for 90 days. We also conduct Customer Lifetime Value (CLV) analysis to design offers that enhance profitability and foster long-term customer engagement, ensuring sustainable business growth beyond short-term gains.
HOW IS DIGITAL TRANSFORMATION SHAPING CUSTOMER ENGAGEMENT AND LOYALTY WITHIN THE MAJOR CINEPLEX ECOSYSTEM, AND HOW IS IT DIRECTLY CONTRIBUTING?
Digital transformation lies at the heart of how we strengthen customer engagement and loyalty. At Major Cineplex, we have seamlessly integrated our MPASS and MGEN loyalty programs into the MAJOR App, creating a unified, data-driven ecosystem that enables precise analysis and intelligent action on customer behaviour. Using AI-powered algorithms, we continuously learn from audience interactions to deliver personalised and segmented offers, ensuring that the right message reaches the right customer at the right time. For instance, we can identify users who watched Avatar 2 but have not yet purchased tickets for Avatar 3 and automatically deliver targeted weekend offers that are both relevant and timely. This level of automation allows us to execute thousands of micro-campaigns per film, supported by A/B testing to optimise performance across segments. Even the language and tone of communication are localised, Thai for domestic audiences and English for expatriates, further enhancing engagement and emotional connection. Ultimately, this AI-driven personalisation transforms the MAJOR App from a transactional tool into a predictive engagement platform that drives repeat visits, builds deeper loyalty, and delivers measurable revenue growth.
WHAT ARE THE KEY FOCUS AREAS FOR MAJOR CINEPLEX’S EXPANSION AND INNOVATION ROADMAP LEADING UP TO 2026 AND BEYOND?
Our guiding principle is straightforward: Focus on the Core. We recognise that audiences visit cinemas to watch the movies they love and choose theatres they trust and find most convenient. Based on this understanding, our strategy centres on strengthening the fundamentals, enhancing customer satisfaction through continuous Kaizen-style improvements, and executing every initiative with discipline. We prioritise lean operations and profitable guest growth, focusing on quality admissions rather than volume alone. Our objective is to operate scalable and efficient cinemas that deliver stronger margins and sustainable profitability. The philosophy of ‘Doing Simple Things Exceptionally Well’ defines our approach to daily operations and long-term execution. At the same time, ESG remains an integral pillar of our business strategy. We are committed to developing a Green Cinema ecosystem by reducing energy consumption through Laser projection, advancing digital transformation, and embedding sustainability practices and Major Care Projects into every aspect of our operations and marketing.