Relax, watch a movie

DINOSAUR gives young maller a kiss

All the changes that are taking place in local theaters are meant to make the viewing experience as engaging and relaxing as possible, with the ultimate goal of attracting audiences back to the malls.

These days, some movie buffs would rather stay at home than troop to cineplexes, citing a litany of reasons, from traffic to alternative media (cable or the Internet).

As technology improves further, home theater systems give cineplexes a little competition, as well.

Still, nothing beats watching the latest movies on the big screen.

Like other cineplexes in the country, Robinsons Movieworld is unveiling a slew of innovations to better serve its loyal clientele.

Apart from its own website and mobile app, the cineplex recently tied up with clickthecity.com to allow viewers to buy tickets online.

“We want to make different avenues available to customers who want to purchase tickets,” explained Mitch Araullo, marketing manager of Robinsons Movieworld. “Customer convenience is important to us.”

Now, when theater owners tell viewers to “relax and watch a movie,” they truly mean every word.

In the cineplex of the future, long queues at the box office would be a thing of the past, too. Well, there would be no need for the box office in the first place.

Even during blockbuster season or the Metro Manila Film Festival, viewers can avoid stress and buy tickets online or through the mobile app. Snacks can also be ordered on the website or through the app.

Self-service

“Movie-watching will be fully automated,” said Araullo. At the lobby, there will be self-service ticketing kiosks (where viewers can avail of tickets), as well as information counters (where their questions can be answered by personnel). “Self-service ticketing kiosks are installed for a more fluid ticket selling procedure.”

The cineplex regularly comes up with unique promos and activities, through social media, to make movie-viewing more entertaining for the community.

“During screenings of ‘Jurassic World,’ T-Rex and other dinosaur mascots roamed around the malls for photo-ops with fans,” Araullo recalled.

Bing Advincula, operations manager of Robinsons Movieworld, is bullish about theater attendance—predicting increased sales for local and Hollywood movies in the coming months.

“Asia is a thriving hub for movie-watching,” said

Advincula. “All of our theaters are digital. Tickets are either for reserved-seating or guaranteed-free seating (first come-first served basis).”

According to Advincula, Robinsons currently has 118 digital screens in 25 malls nationwide (from Laoag to General Santos City), offering a total of 35,000 seats.

In the next few months, Robinsons will open new malls, including its legacy project in Cebu City.

Arlene Magtibay, general manager of Robinsons Malls, related that the newest attraction is the company’s third mall in Cebu. “But it is only the second to be called Galleria among our 40 malls, after our first one in Ortigas which opened 25 years ago.”

Trailblazer

The original Robinsons Galleria was a trailblazer as a mixed-use development property, Magtibay related. “We envision the new Cebu mall to be just as trend-setting.”

Robinsons Galleria in Cebu, which will open in the last quarter of the year, will feature six theaters—two of which are VIP cinemas. One of the VIP cinemas will boast 3D wide screen and Dolby Atmos Digital Sound.

“There will also be a VIP lounge that offers wine, food and drinks,” said Roseann Villegas, director for Public Relations, Robinsons Land Corporation. “We want to enhance the total cinema experience of every viewer.”