UA Cinema Brand Led to a 7.6 times increase in Macau Box Office

26 May 2013 18 h 17 min Comments Off

macau

(hkfilmart, May 25, 2013) Galaxy Macau(tm) houses the most luxurious cinemas in the Pearl River Delta area – the UA Galaxy Cinemas. It provides up to 1,000 spacious seats and offers also IMAX experience. Since its opening a year ago, it has proudly grossed a box office revenue of MOP 76 million, which is 7.6 times of the MOP 10 million total box office gross revenue of the entire Macau in 2011 and has surprised the industry.

Unlike other Macau hotels, Galaxy Macau, invested and operated by Galaxy Entertainment Group (GEG), offers not only hotel rooms and suites, casino gaming areas, shopping malls and beverage outlets, but also a well-decorated cinema. The UA Galaxy Cinemas started operating in 2011 to offer the utmost luxurious movie experience. People were not optimistic about it at that time, thinking that visitors would not spend time watching a movie during their stay in Macau, which is known as the Asia’s casino city.

However, investors had remained optimistic about it and it turned out to be a success. It is reported that another cinema project is in preparation. According to Macau film industry experts, tourists in Macau are not the major stream of customers. Instead, it is the local people paying to watch movies in the new theatre. It was the lack of fine cinema facilities in the past that resulted in the low visiting rates and box office numbers. Since the introduction of the UA Galaxy Cinemas, the local moviegoers are given a brand new movie experience and are attracted to pay visits. UA Galaxy Cinemas has grossed an astonishing high box office, reaching over MOP 70 million, bringing about the plan of another luxurious cinema development project.

Nevertheless, the UA Galaxy Cinemas is not a project solely under the UA Cinema Group. It was a partnership with the Galaxy Entertainment Group in which the latter would bring the UA brand into Macau, taking care of cinema design, technical issues, cinema management and film scheduling. Enlisted in UA’s Hong Kong-Macau Cinema Circuit, UA Galaxy Cinema is operated by GEG with UA charging an annual management fee. It is the first export of cinema brand in the history of Hong Kong film industry. Hong Kong’s Emperor Motion Picture has also targeted the Mainland market and has recently set up a strategic partnership with UA to invest in and operate a cinema in Foshan, China. It is still early to conclude if it would also be an export of the brand just like GEG’s case, but apparently it is possible for a cinema brand’s good reputation to add value to the brand itself and bring forth business opportunities.

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