CONTENT
02
01
page
Trends
8-11
page
Intro
1-5
03 page
Experience
12-59
04 page
Design
60-67
05 page
Brand Story 68-70
08 page
06 page
Looking Forward
71
References 78-79
07 page
Outro
72-77
8 TRENDS
BLOCK BUSTERS Movies tell us a story through visual images. They take us to places we’ve never been and inside the skin of people quite different from ourselves, broadening our perspective and opening our eyes to new wonders. The cinema is a window. It is also a magnifying glass that focuses our attention on everyday reality in a way that makes us see our daily life for what it really is. Blockbusters are crafted using the right genre for a story idea that feeds into our very being, creating an alternate experience that leaves us with different emotions and a desire for more.
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A LOOK INSIDE
OUR CINEMA EXPERIENCE
– Jeff, 24
– Denise, 20 To keep me going to the cinemas every now and then, I need something more than just a regular screening. Perhaps something special, something based on the film I am going to watch - that makes moviegoing a meaningful, engaging experience. Otherwise, cinemas just seem like rooms you pay for to watch something play on a big screen, which is honestly far from appealing when I can just watch something in the comfort of my own home.
10 TRENDS
I go to the cinemas once or twice a month to catch upcoming blockbusters or any interesting movies to pass time. Going to the movies can be one of two things - dates with my girlfriend, or a social gathering with my buddies depending on who I’m accompanying. We generally have a meal beforehand, then head over to buy snacks to munch on during the movie. My current cinema experiences are very mundane. Nothing has been particularly striking or left a lasting impression. I just go through the process of purchasing the tickets, sometimes through their websites which I surf on my phone, sometimes over the counter. I would love if there were more interactive elements and engagement with the movie itself, and wouldn’t mind forking out a couple bucks more for it.
“I love watching movies. Movies are magical they transport us into realities we might never face in real life.” I usually go to the movies alone or with my family. The first thing that captures my attention in determining if the cinema is going to provide a good or bad experience is the lobby and the ticketing area. If the place is small and claustrophobic, I tend to walk right out. Some cinemas have a certain layout in which people buying tickets, food, or waiting to go into the halls are all crowded in one congested space. Waiting areas also generally offer no entertainment - if the area is going to be crowded, I would hope for some form of entertainment besides the trailers on tiny screens, periodically blocked by the passing moviegoer.
– Lin, 53 – Kate, 29 I’m an avid fan of movies. They are my past-time, in fact, I recall having once watched three movies back-to-back in a cinema. To me, movies are magical - they transport us into realities we might never face in real life. They bring you into another world, and can be construed as a form of escapism. From the movies themselves, watching in the right cinema plays a crucial role in the overall experience. It could range from the purchasing process to the waiting, maybe even the seats or the toilets (whether or not the hand dryer is working, maybe)! Customer service is the face of the company, but equally important is the environment of the cinema, the quality of food provided, hygiene and so on. Personally, I feel that the current cinema scene in Singapore is of an acceptable standard, but it can definitely be improved for further differentiation and noteworthiness.
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THE APP
12 EXPERIENCE
When people think of buying movie tickets, they think of three primary ways: over the counter, booked on a website or through a mobile application. In an age of technology and interconnectedness, it is vital that a business keeps updated and “with the times�. Everywhere you look there is a phone in a hand, tucked in a pocket, buzzing in a bag. This is where a mobile application comes in handy. It is a fuss-free, on-the-go, easy alternative to navigating a website or clearing the hoops of over-the-counter sales. An app is a mode of seamless connection and engagement with customers. With an app, modern businesses create and maintain a voice, stays close to a customer and is heard over the noisy glut of ubiquitous adverts, banners, billboards - because it lies just a tap or swipe away, in a hand, tucked in a pocket, buzzing in a bag.
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Welcome to
NO W
WELCOME First impressions are key. That is why the home screen adopts a simple and minimalistic style, so that viewers are not overwhelmed with a bombardment of information. With just three main categories combined in a roulette effect, ease of navigation is ensured. Visual interest is also maintained with the 3-D illusion of the selection wheel.
14 EXPERIENCE
SH OW ING
ADVANCED SALES
N SOO ING COM
WHAT’S SHOWING? After entering a category, the user is led to a screen where they may either swipe or scroll through movie options. The little grid icon in the top right corner allows users to toggle between the swipe and scroll methods of navigation.
Now Showing
Book Now
CAPTAIN AMERICA: CIVIL WAR PG-13 Action / Sci-Fi / Thriller
2h 28m
On every individual movie page, these are displayed: the movie poster, a favourites button, a book now button, a rating out of five stars from IMDb, the movie duration, genre and content rating. Comprehensive details listed as well as the favourites system - to show popularity and perceived quality of the movie amongst the populace expedites and makes more convenient and informed a user’s decision-making and booking process.
CAPTAIN AMERICA: CIVIL WAR Action / Sci-Fi / Thriller 2h 28m INFO
Political interference in the Avengers' activities causes a rift between former allies Captain America and Iron Man.
5,817 likes
Book Now
TAP ME With a tap on the poster, a trailer thumbnail pops up, ready to play. Further description - the movie’s synopsis and number of user favourites - will appear, along with a book now button.
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CAPTAIN AMERICA: CIVIL WAR
Now Booking
CAPTAIN AMERICA: CIVIL WAR 11:45am | 27 Nov, Sat
321 Clementi
Today 27 Nov, Sat 10:00am
11:45am
2:30pm
IMAX
DIGITAL
IMAX / 3D
5:30pm
8:00pm
9:00pm
DIGITAL
IMAX
3D
11:30pm
00:15am
DIGITAL
DIGITAL
Available
Tomorrow 28 Nov, Sun
SELECTION
9:00am
11:00am
12:30pm
DIGITAL
DIGITAL
IMAX
3:30pm
7:00pm
9:00pm
IMAX
3D / DIGITAL
3D
11:30pm
00:15am
DIGITAL
DIGITAL
IT’S TIME TO BOOK This is the booking screen, featuring at the very top a drop-down list of locations available for screening. A schedule of timings is displayed for three days; the present day, next day and the day after that. Each schedule is characterised by lozenges that fill up pink with number of bookings, so as to demonstrate availability of bookings at a glance.
16 EXPERIENCE
Taken
Selected
TOTAL COST
ROW 3, SEAT 5, 6
2 X $ 12.50 = $ 25.00
Payment
PICK A SEAT A graphic of the interior of the hall allows users to select and book seats with ease. At the bottom, a breakdown of the tickets’ cost and total is displayed.
Purchases
UPCOMING Captain America: Civil War 11:45am | 27 Nov, Sat 321 Clementi
CREATE MEMORIES This element lists current purchases so that a user may track upcoming movies and peruse their watch history, which can be cleared with the delete symbol. The pencil icon is a note-taking function, personal diary-style, complete with ability to feature photos uploaded by the user.
HISTORY Finding Dory 3:45pm | 17 Sep, Fri 321 Clementi
Wonder Woman 12:00pm | 19 Aug, Sun 321 Clementi
Beauty and the Beast 9:45pm | 12 Jul, Sat 321 Clementi
IT’S SHOWTIME Get a copy of your e-ticket in your account right after a successful transcation.
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A website is another quintessential platform for the purchase of movie tickets. Online booking may be conducted with ease.
19
© flickr Flickr
Hallmarking the start
GRAB A CHAIR Chairs available should primarily be portable, so that they may be easily moved to facilitate events ongoing in the waiting area. These seats prioritise portability and are thus in essence no-frills, just enough to seat people. They do however feature ever-changing lights that oscillate slowly between the Eng Wah colours of blue, green, purple and pink, which serves to intrigue the eye.
25
ESCALATOR Not to be overlooked, the appearance of the escalator is a detail that plays a subtle but significant role in constructing and refining the cumulative experience. The pathway is designed such that a stylised pattern resembling a reel of film, blank but for the Eng Wah colours, envelopes individuals. Occupants of the stretch of the escalator mirror the squared “scenes” making up the unravelled roll of film, symbolising the significance of their experience at Eng Wah.
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TEXTURES Traditional, urban, classy, cosy - textures serve to establish the character, mood and ambience embodied by a space. It also attributes the spatial environment with an element of visual intrigue and appeal.
Sleek undulating lines are used to symbolise uidity and smoothness of experience, whereas the insinuated motion of cresting waves connotes an ever-changing, unpredictable quality, pointing towards Eng Wah’s ability to constantly deliver new, surprising experiences. Moreover, the waves demonstrate senses of creativity, modernity and fun.
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HALL NUMBER
Š Coloribus
The signage indicating cinema hall numbers incorporates texture as well as three-dimensional raised numerals. The numbers, lifted in relief, are prominently-sized and readable, and are lit subtly from within, with gentle light spilling through strips of texture to further the lucidity and legibility of the digit.
SEATS A crucial defining feature! Moviegoers spend an average of an hour or two settled in these, and it would be a disaster for them to leave with pains, aches, complaints of insufficient legroom and declarations of never again returning.
1
To combat this, Eng Wah’s cinema seats will seek to uphold the audience’s utility. Thick, high-density foam covered in durable, comfortable fabric and an ergonomic design maximises comfort. This is bolstered by a head/neck rest that can be adjusted to accommodate an individual’s specific height.
3
Additionally, a cleverly-concealed storage space below the seats can keep bags and belongings safe for the duration of the movie, leaving floor space available for one’s feet. This way, moviegoers can truly sit back, relax, and enjoy the movie.
2
A swivel table that folds down at the side is handy to rest snacks or elbows upon, while a cup holder and armrest do their duty.
31
FLOORING Flooring is a crucial aspect of interior design. It is the foundation of and has the ability to add comfort and character to the interior of a space. Careful consideration has to be made to ensure it ties in with the decor and balances well, and its material properties must be hardy enough to withstand the brunt of activity. In short, it must align both practically and aesthetically.
Fixed at the entrance of the cinema, epoxy flooring is reflective to lure and attract customer’s attention. It also makes renders concrete exceptionally durable and protects the underlying concrete from moisture, stains, grease and cracks in incidents where drinks or food may spill on accident. The waiting area, corridors and interiors of the halls will be filled with soft carpet that provides a psychological feeling of warmth and cosiness. More importantly for halls, they absorb sound, prevent excess reverberation around the room and works as a sound barrier between floors by helping to block sound transmission to areas below which is a critical aspect of a cinema located in a shopping mall.
33
© Redportfolio
THE ENG WAH EXPERIENCE The Eng Wah experience is tailored to the speciďŹ c audience of different genres. From start to end, it will feature events and happenings customised to appeal to each particular demographic. To access and cater to a larger market as well as capitalise on hype, these experiences will center around blockbusters.
36 EXPERIENCE
#1 CASE STUDY Captain America: Civil War, 2016
37
Captain America: Civil War is a popular action ďŹ lm, a prime example of hero movies.
38 EXPERIENCE
Captain America A mix of tropical berries
Iron Man Zesty Orange-Mango Lemonade
What’s cooking
Get Poppin’ Vanilla and marshmellow flavoured popcorn
Food and beverages will be modified in terms of appearance to align with the movie, taking for example popcorn and drinks coloured to mirror a hero’s signature colours. However, this will be an additional seasonal event food on top of the current original menu.
41
Who’s that? In the waiting area, life-sized statues from the movie can be found to take pictures with.
42 EXPERIENCE
What’s more A booth selling movie-related merchandise - a collaborative effort with toy stores such as Simply Toys is also set up in the waiting area. The merchandise kiosk will provide entertainment to patrons awaiting the opening of the cinema halls seeing as they may browse through the items to kill time, as well as act as a source of revenue for Eng Wah. Additionally, any purchase of merchandise will instantly entitle buyers to a discounted price on their movie tickets.
An activity area for children will be put into place to accommodate families with kids that are restless or impatient.
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The interactive booth features games that offer small incentives as rewards should players win. Participants are only of those who have purchased captain america: civil war movie tickets and entitled to one transcation per ticket.
A capture of the game (Interactive Booth)
44 EXPERIENCE
#2 CASE STUDY Zootopia, 2016
45
A famous animated movie, Zootopia interests a younger demographic and attracts families with children.
46 EXPERIENCE
It’s Judy Hopps & Nick Wilde!
In the waiting area, mascots bring the characters Judy Hopps (bunny) and Nick Wilde (fox) to life, walking around to interact and take photos with people. A standee featuring the movie’s characters is also situated there for families to pose with and photograph.
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A lucky draw to win movie-related collectibles will be implemented. Software will generate a seat number based on all purchased tickets for that movie in the hall, which will be flashed five minutes before the film begins. After the movie, winners may collect their prizes from the counter. This will incentivise visits to the cinema.
50 EXPERIENCE
#3 CASE STUDY IT, 2017
51
Every box office record broken in Stephen King's “IT” opening weekend. Pennywise scares up a huge box office debut!
52 EXPERIENCE
Creepy Kitchen Avid watchers of horror films actively seek thrills and scares. Their experience in Eng Wah will be customised for maximum spook - with creepy-themed food (not too grisly) like hotdog mummies to replace hotdog buns, skeleton straws and red strawberry drinks in a medicine bottle representing pennywise’s concoction of children’s fears, cries and blood.
Bony Skeleton Straws
Mummy Hotdog Bun
Pennywise’s concoction topped with a shot of blood red strawberry syrup and spoons of ice cubes
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Creepy lullaby box music accompanied with children singing will be played in the cinema halls screening this movie to build up the mood and send chills down your spine before the show starts.
IN THE CINEMA HALL
56 EXPERIENCE
Look who’s here!
After purchasing their tickets, the audience will be informed that the cinema hall will open 20 minutes before the show starts, earlier than usual, and atmosphere-setting songs will be played inside. Costumed staff or performers will traverse the hall to give surprise scares and pose for photos. For safety reasons, the scares will be conďŹ ned to the cinema hall.
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60 DESIGN
LOGO
eng wah eng wah
There are 4 different versions of the logo. It is placed in accordance from top to bottom:
eng wah
1) Primary Logo on white background 2) Primary Logo on black background
eng wah
3) Black monochrome 4) White monochrome
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LOGO COLOURS
CMYK Breakdown Eng Wah colours are friendly, vibrant and dynamic. The Eng Wah palette is created using the CMYK colour set that is the industry standard for four colour reproduction. There is no requirement for Pantone Colours. Purple symbolises creativity and wisdom. Blue insinuates trustworthiness and dependability, pink stands for care - as in Eng Wah’s care for their customers and quality of experience - and understanding, while green exemplifies new, refreshing experiences and potential for future growth. The gradient is a visually engaging element that represents the melding of all Eng Wah’s values and smooth transition of experiences offered.
C = 96
C = 85
C=0
M = 100
M = 50
M=0
Y = 31
Y=0
Y= 0
K = 25
K=0
K = 100
C = 54
C = 79
C=5
M=0
M = 89
M = 94
Y = 33
Y=0
Y=5
K=0
K=0
K=0
Secondary colours
Primary colours
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TYPOGRAPHY Typogrpahy can be speciďŹ ed in any of the Eng Wah colours. However, only use green for body text when needed as it may cause issues with legibility in some cases. Black and white can also be used when necessary. Use Montserrat Family font for headers and Raleway family font for body text. Minimal point size to be remained as 7 point unless stated otherwise.
Montserrat Family
Raleway Family
Light Aa Bb Cc 123
Regular Aa Bb Cc 123
Regular Aa Bb Cc 123
Medium Aa Bb Cc 123
Bold Aa Bb Cc 123
Bold Aa Bb Cc 123
64 DESIGN
LOGO USAGE
1
2
66 DESIGN
eng wah
UNIFORM | TICKET | MEMBERSHIP CARD
The role of wearing uniforms becomes very important when it comes to staff looking united and eager to serve customers. It evokes a sense of belonging and equality as they share a feeling of commonness.
The ticket will feature glow-in-the-dark lettering for ease of reading in the dark of cinema halls, seeing as people often struggle to decipher their seat numbers in halls that cannot be too bright for fear of disrupting the screening. In this manner, it is more convenient and less of a challenge for people to find their way. A QR code located on the stub acts as a barcode to be scanned and is also used for event purposes. While most services are digital, individuals with membership are issued a physical card. This is to amplify the “premium” feel of membership, because a tangible reminder of privilege is that much more special than a few words on an online webpage or a screen.
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BRAND STATEMENT Eng Wah promises all customers a unique experience going beyond simply watching movies. We transform movie experiences into pleasantly surprising, enjoyable and thoroughly entertaining theme related events. Our creative production crew continuously innovates and ideates, striving to build excitement and anticipation with speciďŹ cally tailored elements of surprise. Experiencing movies the Eng Wah way will be one that is refreshing, exciting and engaging like no other.
68 BRAND STORY
MISSION & VISION Eng Wah aims to bring an experience beyond the movie by creating anticipation with elements of surprise catered to audiences of different genres. Building connection and relatability, Eng Wah creates a fresh perspective for customers
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A GLANCE INTO THE PAST
Eng Wah Cinemas is a local cinema operator managed by Eng Wah Global Pte Ltd. Founded in 1946, the Eng Wah Group’s business spans entertainment, properties, hospitality, and lifestyle in Singapore and Malaysia. The Group manages a portfolio of brands that include WE Cinemas, Hotel Fort Canning, Jubilee Square, 321 Clementi, The Legends Fort Canning Park, and The Legends Golf & Country Resort. Eng Wah has acquired a multitude of milestones and awards, and continuously strives for innovation and growth. They were the first cinema in Singapore to implement an online loyalty programme, provide the SMS-a-movie and mobile ticketing service, and launch ticketing services with 250 Singpost Self-service Automated Machines (S.A.M.) islandwide. They were also the first in the world to operate a full 2K enabled cineplex and showcase 4K Digital Cinema technology with a blockbuster. This characterises Eng Wah as a trailblazer, unafraid to explore new areas in their endeavour to advance. Not forgetting local contribution - Eng Wah Cinemas has been identified as one of the “100 Singapore Icons” ; a list of logos, symbols, trademarks and icons that are significant to Singapore’s social history and visual culture. They also participated in being the official supporter of Singapore Youth Olympic 2010 and principal partner of National Day Parade in 2010, 2012 and 2016.
Eng Wah Open Air Cinemas, Holland V, 1986. 70 BRAND STORY
LOOKING FORWARD Eng Wah can explore holding events outside of the cinema, such as open-air screenings and themed events. Once people are accustomed to and can distinguish the recognisable swoosh-shape of the logo, the logo may be modiďŹ ed and adapted for different events, sporting different colours or patterns.
Horror
Comedy
Action
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© Oktay Ortakcioglu
References Links
unsplash.com flickr.com pinterest.com wordpress.com aliexpress.com preferred-seating.com wayfair.com mockupworld.co joblo.com imdb.com
Photos
Noom, P. (2o15, August 24). Film. Retrieved from http://unsplash.com Lloyd, D. (2o16, March 15). Cinema. Retrieved from http://unsplash.com Paul, G. (2016, August 22). Light Beam. Retrieved from http://unsplash.com Tiimothy, M. (2014, June 2). Touchscreen. Retrieved from http://unsplash.com Erik, E. (2017, June 23). Texture. Retrieved from http://unsplash.com Josh, F. (2016, January 5). Iphone. Retrieved from http://unsplash.com P_ent2. (2014, December 24). Clementi 321. Retrieved from http://www.flickr.com Mediacache. (N. D). Textured chair. Retrieved from http://www.pinterest.com Hannah, N. (N. D). Escalator. Retrieved from http://www.pinterest.com Shar. (2016, June 25.) Marvel merchandise. Retrieved from http://itssimpledimple.wordpress.com Mia, F. (2015, February 21). Marvel exhibition. Retrieved from http://mscircumstance.wordpress.com 8848 Jewelry (N. D). Avengers Keychain. Retrieved from http://www.aliexpress.com Cinema Chair (N.D). Retrieved from http://www.preferred-seating.com Zipcode Design (N. D). Swivel Table. Retrieved from http://www.wayfair.com Urban Mockup (N. D). Iphone. Retrieved from http://www.mockupworld.co Captain America Civil War Movie Posters (2016). Retrieved from http://www.joblo.com Batman V Superman Movie Posters (2016). Retrieved from http://www.joblo.com X-men Apocalypse Movie Posters (2016). Retrieved from http://www.joblo.com Guardians of the Galaxy Vol 2. Movie Posters (2016). Retrieved from http://www.joblo.com Doctor Strange Movie Posters (2016). Retrieved from http://www.joblo.com Annabelle: Creation Movie Posters (2017). Retrieved from http://www.joblo.com Boss Baby Movie Posters (2017). Retrieved from http://www.joblo.com Central Intelligence Movie Posters (2016). Retrieved from http://www.joblo.com Finding Dory Movie Posters (2016). Retrieved from http://www.joblo.com Zootopia Movie Posters (2016). Retrieved from http://www.joblo.com Kung Fu Panda 3 Movie Posters (2016). Retrieved from http://www.joblo.com Deadpool Movie Posters (2016). Retrieved from http://www.joblo.com Ip Man 3 Movie Posters (2016). Retrieved from http://www.joblo.com Beauty and the Beast Movie Posters (2017). Retrieved from http://www.joblo.com Ah Boys to Men 3: Frogmen Movie Posters (2015) Retrieved from http://www.imdb.com Vegas to Macau III Movie Posters (2016) Retrieved from http://www.imdb.com
Copyrights
© Eng Wah Global Pte Ltd © Walt Disney Pictures © Walt Disney Animation Studios © Walt Disney Studios Motion Pictures © Pixar Animation Studios © 20th Century Fox © Marvel Studios © Warner Bros. Pictures, © Clover Films
78 REFERENCES
Publisher + Editor + Designer
CLAUDIA TAN
Advisers
TERENCE YEUNG KEITH TAN WILL KOLEN
Proofreader
DENISE TAN
Printed on
19 OCTOBER 2017