THE largest local cinema chain, Golden Screen Cinemas Sdn Bhd (GSC), is making big strides in its mobile technology adoption. The cinemas has had an online ticketing purchasing platform since 2006.
In 2011, GSC launched its mobile application which has enabled movie-goers to check movie timings and buy their tickets from anywhere. The number of tickets bought through the application is increasing.
Chief executive officer Koh Mei Lee says the response to the mobile application has been very encouraging.
In the first quarter of this year, the GSC mobile application’s monthly average transactions was eight times more than the monthly average recorded in 2011.
“The average number of transactions per month has grown steadily over time on the mobile application. Over the last three years, the average yearly growth is more than 200%.” Bookings through the mobile application together with the online ticket purchases currently accounts for close to 30% of GSC’s total cinema admissions.
Between these two platforms, Koh says movie-goers prefer the mobile application option over web ticketing. Ticket purchases through the mobile application now makes up 60% of GSC’s total e-ticket sales.
“GSC’s mobile application is popular with today’s tech-savvy consumers,” Koh says via email.
She points out that in addition to the convenience to consumers, it has helped reduce queues at the cinema box office and it is also environmentally friendly as there is no physical ticket.
“There is also added efficiency in our business operation from reduction in staff and minimal handling of cash at the cinemas.”
GSC has also introduced the purchase of e-combo together with cinema tickets on mobile applications for added convenience and service.