Having started from ground up, from managing over 30 cinema locations to 55 cinema locations with a total headcount of over 2,400 on-ground cinema staff at Golden Screen Cinemas (‘GSC’) is no easy feat. GSC goes beyond just being a cinema exhibitor but offering movie-goers with experiences to remember. As such, it remains key for operations teams to strive towards achieving improved levels of customer satisfaction, whilst ensuring revenue targets are met.
With over 20 years of experience handling the in-and-outs of day-to-day operations across multiple industries, Mr. Pan Vui Shang, Head, Operations, Golden Screen Cinemas shares best practices in operations that led to results-oriented successes, in turn increasing profitability for the business.
Having joined GSC during the brunt of the pandemic in 2020 as a Senior Manager of Cinema Operations, his role has evolved from solely managing cinema teams and movies on-ground, to bringing holistic customer experiences to greater heights. A timely transition, the pandemic brought forth changing consumer sentiments – with the need for unique experiences to excite movie-goers, whilst offering convenience at their fingertips.
Since 2022, GSC has seen a rapid expansion of cinema locations in Malaysia. With a current total of 55 cinema locations, and 4 new locations to be launched by end of 2023, this reaffirms the strength of GSC’s operations strategies.
- Cultivating a sense of trust amongst cinema managers
One of the crucial factors to driving operational excellence that is often overlooked is building a dynamic, collaborative team that strives to be responsible for their respective cinema locations. Cinema managers stand as the front-liners to customers, playing a crucial role in representing the brand. Aside from ensuring day-to-day operations are smooth sailing, they also embark on a leadership role as key decision makers within a cinema setting. With this, operations leads must whole-heartedly trust with cinema managers for them to lead and run the show, empowering them to hone their fullest potential.
- Ensure standard operating procedures are scalable
With 55 cinema locations nationwide and an ever-growing footprint, it’s important to ensure that standard operating procedure playbooks are readily adaptable and scalable. With this in play, day-to-day workflows and processes can be streamlined to enhance profitability and ensure seamless on-ground operations, despite different unique selling points throughout each location.
Manual back-end tasks have always been time consuming, and technology has been a game-changer with automation of certain processes. Hygiene SOPs observed in cinema halls have been automated, including optimum temperature checks, speaker volume, and hall-check-ins. Reduced manual processes have enabled cinema operations to focus their time on engaging with customers, ensuring best in class service.
- Be attentive to customers’ needs
Listening to customers’ feedback and taking to heart their needs is the core of operational excellence. Striving to be better, GSC refreshed the classic caramel popcorn recipe in October 2021, offering movie-goers with greater value, introducing an improved and bigger version of our well-loved popcorn. This proved that change is for the better, with a notable increase in popcorn sales recorded in 2022, in comparison to 2019.
- Encourage open communication
Challenges are part and parcel of every job, especially with operational roles where uncalled situations are frequent and require immediate attention. Communication amongst managers and downlines is crucial to ensure everyone is on the same page on scenarios and solutions. Communication is key across the board to improve workplace efficiency, where team members should be encouraged readily ask questions and flag uncertainties. Strong communication in turn boosts employee morale, increases productivity, and stimulates growth amongst working teams.
Aimed at encouraging open communication and transparency amongst employees, monthly catch-up sessions involving various cinema teams and leadership teams are organised at GSC, bringing people together in a casual setting.
- Set realistic goals but don’t be afraid of change
Whether it’s achieving reduced downtimes, or increased customer retention and satisfaction across cinemas, a realistic yet clear goal must be set, ensuring teams are aware they are on the right track. Motivation amongst employees goes a long way.
Ensuring that operations teams have the chance to grow and nurture their capabilities, GSC hosts certified training sessions across all 55 locations to ensure that they are equipped with the right skills with on-ground leadership training sessions hosted every quarter. Further, feedback from cinema operations teams is closely taken into consideration, with trainings planned based on their requirements.
The entertainment industry is fast-paced and ever-changing, with evolving customer trends and needs. The way the cinema industry has operated has transformed by leaps and bounds over the past 5 years. With this, one must not rest on their laurels and continuously approach unprecedented situations with an open mind to thrive, drive with innovative spirit to bring the best value to customers.
By Pan Vui Shang, Head, Operations, Golden Screen Cinemas
