ALCOHOL BASED MAKEUP

The Scala Theatre opened in 1970. It's Bangkok's oldest single-screen movie theater. This photo was taken on December 18th, 2006.

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Bangkok Post, June 3rd, 2003
Author: Bamrung Amnatcharoenrit

"Cinema Theater: Old-style glamour still sells
ENTERTAINMENT: Venerable Scala theatre holds its own in a business dominated by high-tech chains

The 36-year-old Scala cinema has stood out gracefully in the trendy Siam Square area in the heart of Bangkok, holding its own against the onslaught of new high-tech cineplexes.

The old-style movie palace is facing stiff competition from the country's Big Three cinema companies—Major Cineplex Group, EGV Entertainment and SF Cinema City—but it has no shortage of fans.

The Scala—"ladder'" in Italian—occupies a prime one-rai site and has about 900 seats.

Its classic look includes a reception hall with a marble floor, while the ceiling is decorated with golden star-like lights. Almost all of the fittings were imported from Italy.

The two ticket booking booths have no computers, defying the current trend. Before reaching the screening hall, moviegoers open red heavy curtains, considered out of date. Ushers in bright yellow suits prepare to escort moviegoers down the red carpet to their seats.

The seats face a screen 21 metres long and 8.7 metres wide, which dwarfs those in most modern multiplexes that seat just 100-200 people in each hall.

When the lights dim and the big screen fills with images, viewers are transported back in time to an era of glamour. Welcome to the oldest stand-alone cinema in Bangkok.

"Many people have asked me, 'Why don't you transform [the Scala] into small cinemas on line with the new trend?' But I say no. How could our family dismantle it and replace it with new construction? It is so perfect and beautiful. It has become part of our life," said Nanta Tansacha, president of the Apex Group, the operator of the Scala, Lido, and Siam cinemas.

Ms Nanta, now in her 50s, said the life of the Scala would keep going on, from generation to generation of the Tansacha family.

But the Scala is hardly standing still. The state-of-the-art screening technology rivals that of the better-known chains. Ms Nanta said charm and film content would sell the Scala, which would not to be driven by spending big money.

Songpol Chanla, a moviegoer in his 20s at Scala, said he enjoyed watching movies at the Scala. The appeal, he said, lay in the cinema's beauty and age.

"Look at the ticket booths—it's a very traditional way of ticket selling. You cannot see any scenes like this now. Here I can get a feeling for the past world of moviegoing," he said.

The Scala charges 100 and 120 baht for tickets, while other cinemas in the same area charge 100 to 150 baht. Mr Songpol saw The Matrix Reloaded at the Scala last week.

Apex started changing its strategy three years ago by pooling five cinemas in the same area, including the three-screen Lido, Siam and Scala, dubbing it the Siam Square Multiplex. Movies are moved to each cinema in line with moviegoers' demand as part of a plan to stay competitive.

As well, Ms Nanta is seeking to turn the Scala into a venue for rare movie screenings to create a niche market under the Apex Exclusive project.

She said the change in consumer behaviour, plus the increasing domination of Hollywood blockbusters, had prompted local people to seek other films as alternatives, leaving a big opportunity for the company.

The first film in the project was Children in Heaven from Iran, followed by Monsoon Wedding from India. The two were screened at the Lido and received a warm welcome from moviegoers.

As demand rose, the Scala was promoted as a venue for screening. Talk to Her from Spain, the Oscar-winning The Hours and The Pianist, which drew audiences that almost filled the house.

This year, Apex plans to look for more rare movies from different countries to put into the programme. It has also attracted 3,000 members to its Apex Exclusive club for cinema buffs.

Beyond rare movie screenings, the Scala also is a venue for organising functions from concerts to special events. In January it hosted the Bangkok International Film Festival. It has also provided a stage for popular standup comedian Udom "Nose" Taepanich and the Bangkok Art Directors' Association advertising awards.

The Tansacha family has both produced Thai movies and owned the well-known Chalerm Thai cinema. Ms Nanta began helping her father, Mr Pisit, in the cinema when she was 21 years old. She did everything from accounting to cleaning, ushering and selling tickets, which in those days cost 10, 15 and 20 baht.

When her father died Ms Nanta was just 24 and became the de facto head of the business while her two younger brothers completed degrees abroad.

These days, while she acknowledges that the operating cost of a grand old cinema such as the Scala is high, Ms Na

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