Cathay CineHOME: Singapore’s Answer to “Just‑in‑Time” Movie‑Bingeing
Singapore’s media power‑house mm2 Asia (SGX: 1B0) has cracked open a new chapter in how we watch films. The company is rolling out Cathay CineHOME, a paid‑per‑view streaming service that lets you stream the latest blockbusters right after they hit the theater. Think of it as the digital cousin that kept the old DVD rental shops alive, but with a 4K camera and no rental return deadline.
Why the Need? Where the Gap Lies
Remember the days of Sunday dips to the video‑shop, hunting for the latest flick? Those brick‑and‑mortar shops have largely vanished, leaving a smidge of wandering subscribers. For the movie‑devotee who can’t swing by a theater on a Sunday night, Cathay CineHOME promises an instant‑on‑demand fix. It’s also a handy resettlement for the “online movies” that are booming in China – the big‑budget, distribution‑free cinematic releases that you’d otherwise miss.
What mm2 Asia Is Bringing to the Table
- Fast‑Track Access – Get the latest hit after its theatrical exit.
- Pay‑per‑View Ease – No subscriptions, no mystery fees.
- Cathay Cineplex Synergy – The brand that’s thrilled fans for eight decades joins the service, enabling cross‑promo fun.
- Regional Boost – Launch in Singapore first, then roll out to neighboring markets.
The Business Model in a Nutshell
First‑time television is often seen as “propaganda”, but Bell‑rings, mm2’s sky‑above excitement is all about the Transactional Video on Demand (TVOD) model. Think of it as buying a single movie license, not a monthly subscription. According to a 2020 U.S. survey (a quick look at ten thousand households), 14% were already using TVOD – an increase from a 7% opening in 2018. That’s a sweet spot for an “instant pick” service that still offers a razor‑thin price point.
Melvin Ang’s Take on the Platform
“Cathay CineHOME is a natural twin to Cathay Cineplexes – it’s the online answer to ‘missed the film at the cinema?’. Our goal is to create an experience that complements cinema, not replace it. The pandemic accelerated our push to digital, but our ambition is long‑term,” said Melvin Ang, Executive Chairman of mm2 Asia.
Ang added that the release windows approach, which keeps cinema, airline, TV, and VOD markets from fighting, will become a sweetpoint synergy. “Cathay Cineplexes and Cathay CineHOME align to maximize the multi‑platform ecosystem,” he confirmed.
What’s Next? Launch Timing & Pricing
While mm2 hasn’t locked in all studio and producer terms, the company measures it on a tent‑stand: March‑April 2025 launch. Pricing and partnerships will follow, but the mountain re‑hung is set to provide instant “Movie‑Time” flexibility in a way that yawns out the old video‑shop memories.
Key Takeaways
- New on‑demand service by mm2 Asia called Cathay CineHOME.
- Feature: Pay‑per‑view access post‑theatrical release.
- Backed by the long‑standing Cathay Cineplex brand.
- Target launch: Q3 2025 (Singapore first).
- Model: Transactional Video on Demand (TVOD) with proven popularity.
