Strictly speaking, Amy is a public theater that can provide small viewing boxes, and has advantages in terms of film source and geography, but the quality of service is not good.
In 2012, Amy landed in Jing'an and took the lead in launching the exquisite box viewing mode in the synchronous hall. The décor is full of style: wooden wall skirting, beautiful wallpaper, old-fashioned sconces, dark red floors...... The details are reminiscent of old Shanghai houses, and the leather sofa with adjustable angle is also talked about by movie fans. This was a competitive solution at the time, which was imitated by many merchants, and in 2014, it helped the group win the China Outstanding Experiential Innovation Cinema Brand Award.
Amy uses the self-developed information network on-demand system "cloud computing ICP" to transmit content, which can achieve 1080P high-fidelity picture quality and support 5.1 surround sound effects. However, the store does not pay much attention to the maintenance of the facilities, and the video and audio playback in some rooms is not smooth, and the decoration and furniture of the theater are also outdated. This affects the viewing experience and increases the difficulty of hygiene.
The theater is competitively large, with a total of 29 standard boxes, 7 themed boxes, and 2 deluxe boxes, which can accommodate 2-8 people, and in most cases there is no need to queue up even if you do not have a reservation. In addition, in order to enhance the parent-child attributes, the store also has a children's hall, where there are not many toys, but it is enough to satisfy young children, and adults can spend time in the book bar.
In addition to on-demand boxes, Amy also operates more than 70 simultaneous theaters, so it has established cooperative relations with film and television companies such as Warner, Huayi Brothers, Hong Kong Huanyu, Golden Harvest Film and Television, etc., and its film library is relatively abundant, which can meet the needs of most consumers. However, the hybrid business model also makes the service staff unprofessional, they are unable to recommend the right films according to the different needs of various groups of people, and the service attitude is far less than that of private theaters run by individuals. Fortunately, consumers can operate the playback system in the box, and can select films and adjust the details of the playback by themselves.
Unlike many private cinemas, which are located in the Shenle Building next to Jing'an Temple, the elevator can be reached directly, and the signage is obvious enough. In 2016, Amy partnered with the district government to regularly screen craft films, bringing in additional subsidy income. Perhaps membership fees can bring more revenue, and the store staff is always happy to recommend consumers to sign up and recharge, with a little coercion, which has attracted many complaints.
