Golden Village Promotions

Golden Village, GV, has announced yet another promotion for discounted movie tickets. This time, it is a tie-up with SAFRA to offer SAFRA members S$1.50 off tickets for movie sessions on Fridays, Saturdays, Sundays, eve of public holidays and public holidays. Officially, the reason was to acknowledge the contribution of NSmen to nation building but if that is the real reason, then it will not be restricted to weekend movie sessions and SAFRA members.

This is not the first time that GV has tied up with some entity to offer discounted tickets. GV had much earlier tied up with HSBC credit card to offer S$1 off all movie sessions.

For regular movie goers, it is not difficult to see the significant drop in movie attendances ever since GV took the lead in raising movie ticket prices to S$9.50 for weekend sessions. Shows no longer start on time with advertisements running longer at around 10 to 15 minutes... I even ever encountered a half hour of advertisements when watching Harry Potter, a 6.30pm show started screening at 7pm.

It is perhaps difficult for GV to drop the price now to spur demand due to the reasons that were given to justify the hikes. Hence, it has to engage in such "promotions" to artificially lower prices and try to draw the movie goers from the other cinema chains. Why not just be upfront and admit that rising cinema tickets was a wrong decision and reverse it? At close to S$10 per person for an approximately 2 hours show, many people do find that there are much better and fulfilling options available.

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