SF Corporation Plc, the operator of the SF cinema chain, looks set to allocate several hundred million baht to expand its business next year.
Pimsiri Thongrompo, the company's marketing director, said the company plans to open at least one new SF cinema at the New Forum Plaza in Chon Buri next year and renovate six existing SF cinemas.
The cinemas to undergo renovation are at Central Lat Phrao, The Mall Bang Kapi and The Mall Bangkae, Central Khon Kaen, Robinson Chanthaburi and Passione Shopping Destination in Rayong.
The firm will also seek additional locations suitable to open more SF cinemas, she said.
"The mood, tone and interior design at our cinemas will be changed to fit changing customer preferences," said Ms Pimsiri.
"Demand for premium cinemas will continue to increase because customers like convenience and experiences that fit their preferences."
Suvannee Chinchiewchan, the company's chief operating officer, said SF recently joined with Water Library Hospitality Group, the operator of Water Library restaurant, to offer high-end dining for moviegoers at seven SF first-class cinemas in Bangkok and upcountry areas. Beverages and popcorn are also available throughout the shows.
Water Library is going to provide a variety of foods, with the range updated on a weekly basis.
The price of a movie ticket in first class is usually 1,000 baht per person. However, at The Bed Cinema by Omazz at SF World Cinema in CentralWorld, a first-class ticket costs 1,500 baht.
Such schemes will help bring people back to watch movies at the cinema because it is a new experience, she said.
"SF can survive any challenge because we offer a clear service and have built a friendly brand that is easy for consumers to reach," Ms Pimsiri said.
Apart from the new branch and renovation plan, the company also plans to open more Cinecafe coffee kiosks at certain SF locations.
The company operates three branches of Cinecafe at MBK Center, The Mall Lifestore Tha Phra and Terminal 21 Rama 3.
Revenue for SF is generated from movie tickets, advertising and concessions, including Corn Quix and Corn Stix, its popcorn snack outlets.
The company wants to expand its food portfolio next year, teaming up with partners to expand its snack products via brand collaboration to increase income and reduce risk, she said.
The company opened three new cinemas this year: one each at Robinson outlets in Rayong and Phuket, and another at Terminal 21 Rama 3.
SF also completed the renovation of its cinema at Jungceylon mall in Phuket, which is scheduled to reopen on Dec 16.
"Since the middle of this year, the movie theatre business overall, including in Thailand, has returned. Next year should be positive for cinemas as many large studios are planning launches throughout the year," Ms Pimsiri said.
Among the movies set for release are an Ant-Man and the Wasp sequel, John Wick: Chapter 4, Fast & Furious 10, Dungeons & Dragons, Shazam! Fury of the Gods, The Little Mermaid sequel and another Indiana Jones sequel.
"The movie business will be back to the pre-crisis level of 4 billion baht next year," she said.
SF operates 66 cinemas with 403 screens and 84,750 seats. Of the total, 21 branches are in Bangkok and suburban areas, with 45 located in the provinces.
