Nepali society has effortlessly synchronised with the culture of malls. Civil Mall will house Quest Entertainment’s (QE) QFX Central Cinema. “QFX will be the first film exhibition brand in Nepal,” opines Bhaskar Dhungana, one of the three partners of QE. The other two partners are Rajesh Siddhi and Nakim Uddin.

QE was launched in Nepal 10 years ago with the opening of QFX Jai Nepal Cinema by three friends — Dhungana, Siddhi and Uddin. They had initially speculated the cost of the project to be Rs 1 million but when it was finally completed; it was three times the amount. Later QFX Kumari Cinema was launched. On September 24, 2010, QE will launch the QFX Central Cinema. “This was possible due to the confidence and credibility earned from QFX Jai Nepal Cinema and QFX Kumari Cinema,” opines Dhungana. Consolidating the three cinemas, QE is the first to bring out a cinema brand in Nepal.

“There is a need for a consistent cinema brand experience in Nepal. Nepali customers are demanding good services and facilities,” says Dhungana. Instead of collaborating with international brands, QE decided to create a modern Nepali brand. Through planning, research and the advantage of knowing the Nepali market, the process of brand building commenced. “QFX has an attitude and an identity of its own. It will bridge the generation gap and enable everyone to experience cinema at a different level,” opines Dhungana.

The equipment used for QFX Central Cinema has been imported from various parts of the world. The top of the line digital sound system has been imported from Holland. The projector has been imported from Belgium, while the sound processing system has been imported from Dolby, UK. The seats are designed in America and made in China. The ticketing system is imported from Europe. These global brands and their advanced technologies will place QFX Central Cinema at the forefront of cinemas. Alcons Audio which is the latest technology in Europe will be used here. “This technology has been used by Japan and Malaysia but Nepal will be the first to use Alcons Audio in South Asia region,” informs Dhungana.

QFX Central Cinema which is completely a digital cinema will have three halls. The biggest hall will have seating capacity of 471, while the other two halls will have seating capacity of 234 each. Each hall will have three different types of seating system — front, balcony and central with sofas. The price range varies with the seating system. “Prices range from Rs 100 to Rs 400,” says Dhungana. Customers have various options to choose from while experiencing the same brand and quality of services. “We are confident that at the prices offered by our competitors, we will be able to provide better services,” opines Dhungana.

In addition, QFX Central Cinema will also provide other facilities and benefits like loyalty card, membership cards, web services and e-ticketing for the convenience of its customers. It will also provide vouchers for corporate companies.

The total investment for QFX Central Cinema is approximately Rs 120 million to 150 million. “We are focused on brand building and proving our brand image through quality and affordable prices,” says Dhungana. Besides the physical

attributes of the cinema, the brand experience will draw crowds. “We believe in providing our customers with value for money,” adds Dhungana.

Now when people have limited time, customers are looking for convenience. One of the major factors why malls are flourishing is because they have emerged as one stop to shop, eat and entertain. “Majority of the multiplex customers will be at QFX. Other factors that will bring more customers are because Civil Mall will be the largest in Nepal and will have the biggest food court and children’s play area,” opines Dhungana. “Our distinctive feature will be our identity and attitude which will be reflected in our brand. We will be competing in the global market and not only in Nepal,” adds Dhungana.(Source:THT)

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