Willy Liao reveals how Showtime Cinemas redefines cinema innovation, earning CineAsia’s top honor
At the 2024 CineAsia Awards, Taiwan’s Showtime Cinemas clinched the prestigious Exhibitor of the Year Award, a testament to its exceptional achievements in cinema technology and audience engagement. To mark this milestone, we sat down with Willy Liao, General Manager of Showtime Cinemas, for an in-depth discussion on how the cinema chain is reshaping the moviegoing experience. In this insightful exchange, Willy delved into Showtime’s strategic advantages, forward-thinking market insights, and its dedication to driving cinema evolution—ensuring it remains at the forefront of industry advancements while exceeding audience expectations.
First of all, congratulations again on winning the CineAsia Exhibitor of the Year Award! Could you share what this recognition means to Showtime Cinemas and your team?
This award is a tremendous honor for our entire team. The past few years have been challenging for the film industry, especially with the impact of the COVID-19 pandemic, followed by the recent Hollywood writers’ strike. Over the last five years, the global film landscape—particularly in the Asian market—has faced unprecedented obstacles. Showtime Cinemas has had its share of challenges, navigating hurdles across various aspects of our operations. Receiving this recognition at such a pivotal moment is a testament to the commitment of every member of our team. For me personally, it is deeply gratifying to see the hard work of our employees acknowledged by the film exhibition industry.
At Showtime Cinemas, our passion for movies runs deep. I’m grateful to everyone who has supported and believed in us. The exhibition industry demands not just enthusiasm but also a long-term vision and steadfast dedication, and we have stayed true to these principles. This award is more than a validation of our efforts—it’s the highest recognition we could receive from the Asian film community. When I first heard the news, I couldn’t wait to share it with our entire team, and they were ecstatic! Moving forward, we remain committed to upholding our professionalism, pursuing excellence, and continuously elevating our work to thank our audiences for their support and trust.
Showtime Cinemas has been collaborating with Christie and Dacoms for many years. Could you share how this partnership has influenced Showtime Cinemas’ development?
Our partnership with Christie® and Dacoms began over 10 years ago, during our transition to digital projection, and it has only grown stronger since. This collaboration has been a key pillar in our journey. Christie’s exceptional product quality and Dacoms’ comprehensive, professional, and efficient support have been crucial in helping us maintain our leadership in the industry.
At Showtime Cinemas, we prioritize delivering top-tier audio and visual experiences, and Christie’s solutions consistently meet our high standards. The Dacoms team provides round-the-clock technical support, ensuring that any issues are swiftly addressed, no matter where in Taiwan they arise. This level of commitment offers us tremendous peace of mind.
Whenever we plan a new cinema, Christie and Dacoms are there with detailed, tailored solutions, allowing us to achieve more with less effort. Their expertise helps us identify the most suitable technology and equipment configurations for each project. In a rapidly evolving technological landscape, we frequently discuss trends with both partners. They keep us informed of the latest innovations, ensuring that we remain at the cutting edge of the industry.
With the rise of streaming services, more viewers are opting to watch films at home or on mobile devices. The challenge we face is how to create a truly unique and immersive cinema experience that draws audiences back. In this regard, the support from Christie and Dacoms is invaluable. They stand with us, dedicated to enhancing the cinematic experience. Their unwavering professionalism, commitment, and genuine attention to our needs continue to be a driving force behind our success.
What are Showtime Cinemas’ experiences with Christie projection systems and audio equipment?
We have always been confident in the picture quality and reliability of Christie projection systems. From the days of film to the digital era, Christie has consistently shown strong technical capabilities. Their projectors deliver impressive brightness, vivid colors, and solid stability, which has reinforced our trust in their technology over the years.
"Christie’s advancements in laser illumination, resolution, and high dynamic range (HDR) further underscore their commitment to innovation." Willy Lao - general manager, Showtime Cinemas
Christie’s Vive Audio line also brought a refreshing enhancement to our audio experience. It performs well in terms of pitch, detail, and clarity, particularly in creating immersive surround sound. The layered audio truly engages the audience, especially for content like concerts where sound is key. We’ve seen a noticeable improvement in the overall viewing experience thanks to Vive Audio.
Christie’s advancements in laser illumination, resolution, and high dynamic range (HDR) further underscore their commitment to innovation. We’re excited to see how Christie continues to refine both projection and audio technologies, promising even richer experiences for our audiences.
What has been the direction of Showtime Cinema’s upgrades in facilities and services in recent years? What innovative plans are in the pipeline?
When considering upgrades, it’s crucial to first understand recent shifts in audience behavior and what people are truly seeking. Pre-pandemic, Premium Large Format (PLF) theatres were widely popular in Asia, offering an immersive moviegoing experience. However, we’ve noticed a shift, where audiences are visiting cinemas less frequently. This means that when they do go, they seek something truly special and memorable. PLF auditoriums have become even more appealing, offering a distinctly elevated experience compared to traditional setups.
To meet this demand, we’re focused on introducing unique cinema concepts. Whether through giant screens, 3D, 4D, or full surround sound, we’re committed to delivering multi-dimensional, immersive experiences that stand out. As the expectations of moviegoers evolve, we plan to expand our offerings to include luxury VIP auditoriums, premium dining services, and even box-style theatres for more intimate, personalized gatherings.
Beyond traditional cinema, we’re exploring new avenues, such as hosting live concerts, sports events, and e-sports competitions. Audiences today crave diverse entertainment options that cater to their varied interests. Recent feedback has shown a strong desire for customizable viewing experiences tailored to the film’s content.
Looking ahead, we’re dedicated to continually introducing fresh elements and making regular updates to better cater to our audience’s needs. Although these initiatives add to our workload, our team is fully committed to going the extra mile to enhance our services. Throughout this journey of innovation, our core mission remains unchanged: to deliver a top-tier cinematic experience. We’ll also deepen our collaboration with Christie and Dacoms to bring even more unique viewing experiences to our patrons.
There are many different PLF formats on the market. Will Showtime Cinemas continue to focus on PLF in the future?
We initially launched our own branded PLF theatres called Super Cinema, but we’ve since transitioned fully to the ScreenX format. In this journey, we are particularly grateful to Dacoms for their support in ensuring a smooth installation process and for helping us deliver a new PLF experience to our audiences.
I believe that while the PLF format has great potential, its success largely hinges on effective marketing. While many exhibitors have introduced their own PLF formats in different regions, only a select few have truly excelled. This underscores the importance of partnering with globally renowned brands, which offer both the resources and consumer confidence needed for sustained success. With this in mind, we made the decision to transition our Super Cinema halls to the ScreenX format. Given the positive reputation we’ve built with Super Cinema, we’re confident that if we deliver a fresh and engaging experience, audiences will return. And with the right marketing strategy, these new initiatives can certainly gain traction.
Looking ahead, we are also exploring the introduction of 4D theatres. The market response to 4D experiences has been promising, and we see potential in combining it with Dolby Atmos sound technology to deliver a truly immersive and impactful experience for our patrons.
How do you view the development of LED cinema screen technology? Do you think this technology will gradually replace existing projection technology?
We’ve been closely monitoring the development of LED cinema screen technology and have gained much insight into its capabilities. However, given its current stage of development, the technology is not yet ready for widespread adoption. At this point, projection technology remains the best option for cinemas. It continues to excel in key areas such as viewing comfort, color accuracy, and overall visual impact, aligning well with what audiences expect from their cinema experience.
That being said, we’re always keen to stay abreast of technological advancements and will continue monitoring the evolution of LED cinema screens. However, for now, we will continue to rely on projection technology, ensuring that our audiences consistently enjoy the highest-quality viewing experience.
While hardware equipment is crucial, the film itself plays a key role in attracting audiences. Are upcoming films poised to bring a fresh wave of excitement to the market?
Absolutely! The film itself remains the primary force driving audiences to the cinema. From last year’s blockbusters like “Barbie” and “Oppenheimer” to this year’s “Dune 2” and “Deadpool and Wolverine”, we’ve seen how highly anticipated films can generate significant excitement and drive box office growth. Looking ahead, I’m confident that next year will be even more thrilling. Trailers of upcoming Hollywood films such as “Mission Impossible: The Final Reckoning” and “Captain America: Brave New World” have already generated a lot of anticipation. To keep that momentum going, we must continue to offer audiences a unique cinema experience.
At the core of it, humans are social beings, and we remain eager to spend time with family and friends. Our research indicates that the primary reason people choose to go to the cinema is to enjoy the experience together, with the second being an invitation from others. This highlights that moviegoing is increasingly viewed as a social activity. Family-oriented films like “Inside Out 2” and “The Super Mario Bros. Movie” naturally encourage group outings. Gone are the days when people would go to a cinema out of sheer convenience— today’s audiences prefer streaming content at home if it offers greater ease and flexibility.
Similarly, when fans want to experience something like a K-pop concert or a movie with fellow enthusiasts, they often choose the cinema for that distinct social experience. Cinemas offer an environment that streaming simply can’t replicate. Ultimately, audiences will decide which films are worth watching in the cinema and which they’re happy to watch from home. Our mission is to pinpoint the content that resonates most with our audiences, ensuring a tailored viewing experience that maximizes revenue while enhancing the overall cinema experience.
Showtime Cinemas plans to open a new flagship cinema at Taipei Arena next year. Can you share more details about this cinema and how it will offer a fresh moviegoing experience for audiences?
Taipei City hasn’t seen a new cinema in over a decade, and with the Taipei Arena being a major landmark development in the heart of the city, this presents a prime opportunity for us to make our mark. Our goal is to build the most luxurious and cutting-edge cinema complex in Taiwan. This will serve as our flagship location, setting a high standard in both ticket pricing and service quality. The cinema will feature the latest cinema concepts, including VIP theatres and a range of tailored, premium services, ensuring a truly exceptional movie-watching experience for all audiences.
Moreover, Taipei Arena will be a vibrant hub that combines shopping malls, a baseball stadium, exhibition centers, and five-star hotels, making it one of the most dynamic landmarks in Taipei. We plan to leverage the unique location to foster collaborative ventures, enhancing both the business offerings and the overall customer experience.
We’ll fully utilize social media for publicity and promotions to maximize the visibility of this exciting new venture. Our strategy will focus on creating a multifaceted entertainment experience, not just offering a top-tier cinema, but upgrading the surrounding amenities such as shopping, dining, and interactive entertainment. Our aim is to provide a one-stop destination for leisure and entertainment, ensuring that adults and children alike can enjoy a good time.
What specific plans does Showtime Cinemas have for using new technologies to improve the efficiency of cinema operations? How can these technologies enhance the audience experience?
We are committed to leveraging new technologies to streamline operations and deliver greater convenience to our customers. Currently, we are focusing on integrating artificial intelligence (AI) technology, particularly in areas such as ticketing and reservation services. By utilizing a Customer Relationship Management (CRM) system, we can optimize the entire process—from mobile ticket bookings to on-site services. AI plays a crucial role in enhancing service efficiency across various touchpoints, whether it’s for ticket collection, meal orders, or online interactions, allowing us to provide a smoother and faster experience for our guests. Additionally, AI helps us better engage with our audience, offering them timely and relevant information whenever needed.
With our membership base now exceeding 1 million and quickly approaching 2 million, we are shifting our focus towards deeper member engagement. By optimizing the ticket purchase process, we aim to make it easier for customers to quickly book seats, enjoy premium services, and access cinema facilities with ease. For example, if a guest wants to host a birthday celebration in a private theatre, our use of technology and big data analysis ensures they receive a highly personalized experience. This ongoing investment in advanced systems and technology is part of our commitment to continuously evolving and meeting the demands of today’s fast-paced market.
