Friday,19 August 2005
Cathay Cineplexes targets a brand new market segment with the introduction of a new programme at its cineplexes called “Mum & Tots”.
Perpetually referred to as a youth entertainment centre, Cathay Cineplexes is all set to broaden the mindsets of patrons to include parents and toddlers as part of the regular movie-going crowd at Cathay Cineleisure Orchard.
From August 23rd 2005, every Tuesday will be labeled “Mum & Tots Movie Treats” and though the promotion refers specifically to mothers, fathers are more than welcome to bring their tiny ones to the movies as well. Every Tuesday, parents who bring kids below 7 years of age will be given a FREE ticket for their child, when they purchase one for themselves. This benefit will be valid for the first showtime of the day.
Other treats in store for these tots would be movie premiums and gifts from kind sponsors like Johnsons & Johnsons and Pigeon. To kick off this promotion, Mum & Tots will be launching with Valiant, a heartwarming animation guaranteed to entertain adults and children alike. Special Valiant Premiums will be extended to patrons who participate in this promotion. In addition, special services will also be made available for parents and their little ones. For example, to solve the headache of finding a suitable place to store the pram while they enjoy the screening, Cathay will provide pram deposit services. A Kids Menu at the Coke Red Lounge with children television programmes between 9am – 11am will also be screened on the large video wall at the Coke Red Lounge to entertain the tots.
before or after the movie screening. A play corner will also be set-up within the Cineplex lobby to entertain these children every Tuesday morning.
Cathay Organisation Holdings Ltd’s President for Business Operations, Mr Suhaimi Rafdi believes that though this is a bold step, being the first of its kind in Singapore, he is confident that ‘Mum & Tots Movie Treats’ will be well received. “It is a market that has been ignored for some time now and we want to recognize the potential that both patrons and our Organisation can enjoy with the implementation of unique service features like this.”
Although this is a first for Cinema Exhibitors in Singapore, Cathay Cineplexes is confident that this promotion will take off and become one of the many staple service features that differentiate Cathay Cineplexes from being just a standard Cineplex operator.
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