tgv cinemas

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JANUARY 2016 www.endeavourmagazine.com INSPIRED BY YOUR SUCCESS UK £4.95 CAN $7.95 USA $7.95 EUR €5.95 SA ZAR 69.00 TGV Cinemas The Face Of Malaysia’s Entertainment

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Page 1: TGV Cinemas

JANUARY 2016www.endeavourmagazine.com

INSPIRED BY YOUR SUCCESSUK £4.95CAN $7.95USA $7.95EUR €5.95SA ZAR 69.00

TGV CinemasThe Face Of Malaysia’s

Entertainment

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Going to the cinema is an event, an adventure and should be exciting, but after being such a large part of the film experience, the silver screen is having to undergo changes to keep pace with the changing time and tastes of cinema goers.

WRITTEN BY DONNIE RUST

THE FACE OF MALAYSIA’S

ENTERTAINMENT

www.littlegatepublishing.com

TGV CINEMASWWW.TGV.COM.MY

603 2381 3535

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TGV CINEMAS

“At that stage cinema had stagnated for some time,” he explains, “In 2008 the umbrella companies of TGV Cinema chain had a big shake up and had settled on an expansion

plan but lacked someone with the right industry experience to lead it. I was fortunate enough to be given the opportunity.”

An Australian, Gerald has been in the entertainment industry for 20 years, working in Thailand, Singapore, India, Hong Kong and now Malaysia, and has a very open and honest approach to his industry, “It’s better than selling used cars that’s for sure!” he exclaims, “There is always something changing, content is changing. We play an important role in the suspension of disbelief that a film conveys and the success of a film is often in its presentation. Each year my job is to make twenty million people happy.”

And he has been doing a good job of it. Brought in with a mandate to fix what was already there and develop a path for further growth, TGV Cinemas has seen the number of screens increase from 124 to 250 and an increase of their market share from 24% to 34%. Attendance is up as well, which by itself is a sign of customer satisfaction.

With no say in how a film is produced, the cinema industry is entirely focussed on how it is seen and Gerald reveals that the Malaysian film industry has reached a cross roads, “There have been changes to what customers want, combined with some unusual circumstances to do with economic and political uncertainties, this all has an impact.”

TGV CINEMAS

This was definitely the case when Gerald Dibbayawan was brought in as CEO of TGV Cinemas to reinvigorate the brand.

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“Additionally, the big budget films of the US, while very entertaining and popular, are drawing away from smaller local films and filmmakers that should be getting attention. As such the local film industry is going through a rough patch as far as quality and budgets,”

However, the standard of the local film industry does not have a specifically adverse affect on the cinema industry and while Gerald does acknowledge that the local sector could benefit from more attention, it is up to them to improve on their quality and to bring it to a level where it can compete with the big budget films from overseas.

“Our attendance is going up,” he says, “So there is no argument that we are on the right track and while we may have to work with the films available, we have instigated a number of improvements in other areas.”

Any entertainment experience is only enhanced by good customer service from the staff and Gerald reveals that with 140 staff at the head office and a further 2,000 frontline staffTGV Cinemas’ staff play a vital role in the customer experience. This, he explains, is the key to the success he has been able to instigate over the past three years.

“You have to invest time and effort into the staff training and development,” he says, “For three years our focus has been to enhance the staff quality. Two and a half years ago we made the decision to advance the remuneration of our staff which means that our front line staff get paid more than our competitors, and not that far from the wage that bigger global brands such as Starbucks offers.”

And he also evaluated the levels of training and experience the staff received, “You cannot ask your staff to achieve new targets if you don’t offer them training and development options,” he says, “So we instituted a certification programme wherein you get your basic training, then you get certified at different stages of your development and this ensures consistently high quality customer experience.”

Training has to be broken down, he describes, “If someone is tasked with handling cash on the front line then that person has to be training in appropriate customer services and user handling. So training is broken down allowing everyone to gain mastery and develop. This way our newest recruits are trained by professionals who have come before them and able to show them the valuable lessons to keep.”

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TGV CINEMAS

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Furthermore there is great scope for internal promotion and growth and Gerald is very proud that some of their key positions are held by people who had worked the front line, “In fact, our head of film buying started off on the front line serving people, he worked his way up from the bottom to one of the most important roles in the company.”

There is the risk of training people only to see them leave and head off to a competitor, but Gerald says this is a worth risk taking, “It is better to train up a person and watch them leave than not train a person and have them stay,”

He also acknowledges that if everyone in the industry as a whole is trained to a similarly high level then it can only benefit the industry as a whole.

“We take the point of view that you won’t be here forever, we’re realistic that you’ll move on, but it’s important you achieve personal growth and have a good time,”

MARKETING APPROACHBeyond the people who are the face of the business, one of the

other areas that had to change was that of marketing. A decision

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TGV CINEMASTGV CINEMAS

was made to move away from newspaper advertising, which was proving to be redundant for obvious reasons and move towards a healthier online, digital and on-ground media.

“We are also moving towards data mining as well and implemented a membership platform last year, where paying members get 10% of their transaction value to points for future redemptions,” he says, “This is vitally useful as we’re able to collect transactional and behaviour data and return it back as targeted marketing, giving our loyal members timely information and promotions relevant to them.”

CHOOSING THE RIGHT PEOPLESuppliers, vendors and partners need to be very carefully

selected, Gerald attests, “And those relationships have to be looked after.”

Refurbishments, revamps, new expansions and growth is made that much harder if every time you grow you have to find new companies to work with and this is where being selective with the businesses chosen to supply them.

“Standards have to be maintained,” he says “Nothing can be

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THE FUTURE OF TGV CINEMAS“Cinema is changing,” Gerald says, “We’re competing against

not only obvious competitors but also the Internet, cable, Netflix and whilst they don’t show the same content, they do consume people’s time. The biggest shift is moving away from transactions and embracing relationships. Not impressions but relationships and this entails a lot of things.

“A lot goes into this multifaceted relationships. What we do is create relationships one to one, but with millions of people, which still involves getting to know them better. Giving them what they want and when they want it. We have a customer experience manager and she acts as the customer’s advocate, to understand what they want and to bring that learning to the organisation”.

Anticipating what the customer wants is going to play a big part in the future, Gerald says because customer’s don’t just want films, “Great experiences is what they want and films are just one part of it. Who is to say our cinemas can’t be used for live events, concerts or sports? Recently we hosted a live screening of computer-based league of legends.”

“This leads us to the question of how to make full use of our cinemas and not just be held to tradition; how do we give an experience…?”

One of the answers came in the effort of reintroducing non-cinema goers to the environment and to entice the families back. The statement that Gerald often hears is, “I haven’t been to cinema because I have young children.”

So they created family-friendly sessions and marketed as Family Friendly in weekends in mornings and afternoon where the light levels in the hall are higher, sound is lower, change tables at back and kids are allowed to move around. A truly family friendly movie experience!

Ultimately, Gerald’s approach to making cinema great is by making the experience great, “There is nothing like the big screen experience. TGV is where movies ‘live’, and memories are born!”.

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