Cathay Cineleisure International developed a unique "Cineleisure" brand of a leisure, lifestyle and retail concept offering patrons and visitors an array of wholesome family entertainment options.
Beyond tailoring the "Cineleisure" branding to a specific building owners' needs and requirements, the company's other areas of interests include marketing retail space to a suitable mix of tenants, administering leases, organising promotional events and undertaking routine maintenance.
The first entertainment centre accorded the "Cineleisure" branding was Cathay Cineleisure Orchard, which is located in the heart of Orchard Road in Singapore.
Developed around a movie-set theme, the carefully chosen tenant-mix gives visitors a choice of entertainment activities including lifestyle retail shopping, fine dining at restaurants, casual dining in a themed foodcourt, as well as a myriad of leisure activities found in the health spa, health centre, beauty centre, social club, games arcade, cyber-cafe and a choice of six movie halls.
This building has won accolades such as the "SIA-ICI (Singapore Institute of Architects - ICI Paints) Colour Award" for its creative use of colours in its building design. Consumers have given it the thumbs-up when two of its cinemas (Halls 3 and 6) were voted Singapore's best screens in a survey conducted by The Straits Times in April 1998. In another survey by Ad Post, a publication which reaches out to Singapore residents across the island, readers voted Cathay Cineplex, Orchard their "Favourite Cinema in Singapore".
As a centre management company, Cathay Cineleisure International harnesses the combined synergies of all its tenants to organise thematic promotional events, often tapping on the strength of its parent company, Cathay Organisation Holdings Ltd.
Consolidating on what is already a proven formula, Cathay Cineleisure International has plans to take the "Cineleisure" branding outside of Singapore and market it to the region's vibrant and fast-growing entertainment businesses in property and centre management.