Tuesday, 29 March 2005
A refreshing lifestyle concept that encompasses
a multi-sensory shopping, entertainment and leisure experience.
The Location
Nestled in the commercial precinct of Mutiara Damansara is Cineleisure Damansara. The 7 levels of Cineleisure Damansara comprises 5 entertainment and lifestyle floors, including a 10-cinema multiplex and 2 levels of parking with 1,000 parking lots. Cineleisure is adjacent to The Curve, Ikea, Ikano Power Centre and Tesco Hypermarket. This project is being developed at a cost of more than RM 100 million.
Mutiara Damansara township is a 360-acre housing and commercial project in the most affluent sector of the Klang Valley which is developed by Mutiara Rini Sdn Bhd, a member of the Boustead Group.
The Partners
Cineleisure Damansara is a joint venture effort by two established companies with distinguished histories : the Boustead Group and Cathay Organisation.
Having started over 175 years ago as a modest trading entity, the Boustead Group has grown to comprise more than 80 subsidiary and associate companies, and has substantial interests in various sectors of the Malaysian economy. The Group's operations are focused in five key areas; plantation, finance & investment, property, manufacturing & trading, and service industry. The Group’s combined paid-up capital is currently RM290 million, while the Group’s shareholders’ funds as at December 31, 2004 stand at RM1.8 billion.
Cineleisure Damansara marks Cathay Organisation’s re-entry into Malaysia where it had its roots. Founded by the late Dato Loke Wan Tho, Cathay Organisation opened its first cinema, The Pavilion in Kuala Lumpur in 1935. A pioneer in the movie entertainment industry, it opened the Cathay Building in Singapore in 1939 and revolutionalized the movie-going scene in those days, being the first to offer an air-conditioned movie-going experience in its huge 1,300-seat plush auditorium.
Today, Cathay Organisation’s cinema business has expanded to other leisure and lifestyle interests which include film acquisition; distribution & production; bowling centre operations; property & retail mall management; a unique brand of hotels; advertising & events management; an eco-camp and educational adventure & sports programmes.
The Management
The first of its kind in Malaysia, Cineleisure Damansara is a hip, trendy entertainment and leisure centre that embraces a highly successful multi-sensory experiential shopping, entertainment and leisure formula conceptualised by Cineleisure International.
Managed by Cineleisure International, this unique brand of leisure, lifestyle and retail concept offers a myriad of entertainment and leisure options aimed at making the opening of Cineleisure Damansara a most exciting event to look forward to in this part of the Klang Valley.
Cineleisure International brings with it Cathay Cineplexes as the anchor tenant. It will also oversee the marketing of the retail spaces to suitable tenants so that the tenant mix is in line with its concept based on the 5 sensory experience, administer leases and manage tenants, organise promotional events for the centre that will be driven by movie blockbusters and supervise the maintenance of the centre.
The Target Audience
Set to soft open in the last quarter of 2005, Cineleisure Damansara breathes YOUTH !
Designed to appeal to the young, with its primary target from 14 to 24 and its secondary target from 24 to 40, it is poised to draw its crowd from the potential catchment of over 400,000 residents and projected addition of 70,000 in 3 to 5 years. Consumers will comprise 71% in the middle income, 18% in upper income and over 60% of the population will be in the primary target group that Cineleisure Damansara will attract.
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