Eden Cinemas has recently completed the first phase of a six figure re-investment into their cinema complex in St George’s Bay. The Eden Leisure Group has decided to focus on its core areas of the leisure and entertainment business in St George’s Bay after divesting itself from its loss-making operations in Fgura.
The first phase of the investment was a complete overhaul of the ticketing and concession software and hardware systems. Using a strong partner in cinema technology in eastern and northern Europe, Markus Cinema Systems, the company rolled out a revamped system of ticket sales and food and drink sales in December last year. All the previous hardware was scrapped and replaced with attractive touchscreen computers.
Each terminal also comes with its own customer screen which communicates with the customer by showing them where exactly they are seated and allows them to move seats and customise their experience.
Director Simon De Cesare stated that “the IT overhaul was a long time coming however with the looming euro and the sophisticated demands of our customers we have had to invest in this technology to reestablish ourselves as the premium cinema and leisure operator in Malta.
“The new system will allow us many different possibilities in the future and the first one is now being launched. You can now choose your seats and purchase your tickets on-line from the comfort of your own home.
“Forget queuing for your tickets at the box office and do it from home. Once you have done it you can then print out your tickets and walk straight into the cinema. It is a very exciting new feature that we can now offer our clients and we feel that the reduced hassle will benefit all cinema goers.”
The exterior of the cinema complex and the adjacent Eden SuperBowl has been completely refurbished over the last two months and now resembles a luxurious and premium area for entertainment. Plasma screens adorn the area of the cinema showing upcoming trailers of movies as well as other activities on offer and the show piece on the facade is an LED light board showing the films and show times. Last year all the bathrooms were gutted and refitted as new, and complemented by the addition of another disabled-friendly bathroom.
While the facade and the IT overhaul have happened the Eden Cinemas is also embarking on further improvements. The group recognises that while the facilities and the visual impression of the cinemas are essential, these positives are lost if the presentation of the film is not of the utmost quality. The Eden Cinemas are now investing further in the upgrading of its visual and audio facilities. About 40 per cent of the actual screens that the films are projected on, are being replaced with brand new ones this month and others will be changed in the future. In addition, a significant investment in sound enhancement is also being made to further improve the sound quality in our theatres as well as to confirm to EU standards.
Mr De Cesare commented that cinema industry is not an easy one to be in, in Malta. Rentals of Region 1 DVDs as well as rampant piracy make it difficult to compete and we rely on the product that Hollywood makes, being acceptable to the public. “We must ensure that the experience that we give to our customers is exciting and trouble free to ensure that cinema is the first thing that comes to mind when people need entertainment.”