Location: Buona Vista MRT
Time: 7:10pm – 9:20pm
B. Interview #2
All interview is available @
Participant: Male, 23. Research Assistant.
When is your most recently watched movie? Which movie?
I watched a movie three months ago at JEM (Jurong East Mall)
Do you have any cinema preference and why? Nope, as all of them are same condition.
What are the factors that you think are important for a cinema? The comfort level of the places and type of films which are shown.
What do you usually do after watching a movie? Just to “reflect” the whole story and try to think any values gotten from the movies
Do you stay back for after credits? For some movies yes
How do you feel (emotionally and physically) after watching a movie? Usually I felt satisfied and amazed emotionally while physically I need to go to the toilet to have a pee after being in cold room.
How do you feel about the exit hall post movie? For the place that I go after I exit from the movie theatre, I think that the condition is quite confusing because other than the people in front of me, I would not know about the direction because the sign is very minimum, if I am not mistaken.
Do you think that it is important to exit at public transport place, like bus stop or MRT station? It’s not preferable for me, myself, because after I come out from the theatre, most the time, I will seek toilet or do shopping before going out of the mall to the bus stop.
If you can change something about the exit hall, what would you like to change? It would be great if the exit gate could direct us directly to the mall without the labyrinth. I want to exit to the mall because it will give me clearer direction and it will give us more comfortable condition after we spend a lot of time in that movie. The mall has aircon, while the labyrinth is hot, and with a lot of people going through the exit hall together, the condition is not very good. If we are exposed to the mall directly, it would be better.
What do you usually do in the exit hall? I will reflect about the story and make some judgements about the movie whether it is good, interesting, or even boring. It’s all in my mind, or if sometimes I watch with my friends, I can talk to my friends about that.
How do you feel about the following ideas to improve the exit hall? a. Navigation to be displayed on walls That’s a good idea.
b. After credits / new movie trailers screened on walls Too long for people to wait after that…, not a good idea.
c. Simple rating system for viewers to express their feeling about the movie I can’t see the point for that. I don’t think viewers will be interested for that
Just give clearer explanation for the navigation compared to this current condition.
When is your most recently watched movie? Which movie?
Miss Peregrine, yesterday at VIVO Golden Village.
Do you have any cinema preference and why? No. As long as it is nearby to my previous activity, it’s OK.
What are the factors that you think are important for a cinema? Regarding the ticketing, those movies that can be booked online is better, but it depends on the price. If it is cheaper, then I will book online. If it is easier and cheaper to book on site, then I will book on site.
Regarding the size of the cinema, I prefer the huge one because if you pick the seat at the centre, it will be not too close to the screen. Because small cinema, sometimes the impression is, the screen is too big.
What do you usually do after watching a movie? Stand up, walk to the exit, and go toilet, and go home or do next activities.
Do you stay back for after credits? For some, yes. Depends. If the credits is interesting, then I will stay back for a while, but most of the time, no. How do you define interesting? Those movies that have end credits which have animation inside and is not just black and white text on the screen. Some movies that I know have post credit movie, I will stay back.
How do you feel (emotionally and physically) after watching a movie?
Emotional: Depends on the movie. If the movie is good, I will be emotionally happy. If the movie is bad, I will criticize the movie. Physical (do you feel tired or cold?): Depends on the cinema itself. Depends on the seats. For the temperature, I am usually ready to bring a jacket in case it’s too cold.
7. How do you feel about the exit hall post movie? Some cinemas have movie posters, some cinemas have nothing, just a hallway, and there is no special things there. For the lighting, some of the cinemas, which is good, they have warm lighting. But some other cinemas have normal plain lighting. Is it disturbing to exit to a bright lighted place from a dark room?
The brightness of the exit way is OK because after watching the movie, they will put the lights on again in the theatre itself, so your eyes will adjust. Do you feel that movie posters are visually pleasing for you in the exit hall?
Not really interesting because in the entrance, you are also looking at the same thing.
8. Have you ever gotten into a situation that you have to catch last public transport after a movie? How did you feel about it? Yes. I chose the movie timing and I surely know roughly what time it ended, so I already know the consequence.
9. If you can change something about the exit hall, what would you like to change? If I can change something, the exit door is only one door so I can immediately go back to the mall or the entrance of the cinema. So I don’t need to walk quite far because currently the practice is that they put the long hallway circling around the theatre or just to go to a different point of exit at the mall. They design it like that. So if I can change something, one exit door, you open the door, and immediately is the entrance of the theatre or within the theatre itself. Why do you think exiting at the theatre is good?
In case you have another movie to catch. Some people do movie marathon. If the exit is very far, then they need to literally marathon physically to the cinema.
10What do you usually do in the exit hall? Walking. Sometimes I will check my message. If I have friends to go along with, I will talk to them about the movie. What do you think of the signage in the exit hall? Is it sufficient? How do you usually find your way to go out of the exit hall?
There is only one way. First, normally, I will just follow the crowd. Secondly, the signage is very clear. Jus exit that way, and there is only one way.
11. How do you feel about the following ideas to improve the exit hall?
a. Navigation to be displayed on walls For that idea, I don’t agree because basically, like I said before, the better exit way is you don’t need to walk very far and just go back to the lobby of the movie theatre.
b. After credits / new movie trailers screened on walls I will surely not look at it because normally people will exit the theatre after the movie ends, and normally although the credits is displayed inside the movie theatre, we could just not look at it, and just walk. If you put it in the exit way, it will have the same effect. People will just ignore it.
c. Simple rating system for viewers to express their feeling about the movie That will be good. Because sometimes, now the only way you can rate the movie is you go to a website, log in to your account, and you rate the movie, put comment on the movie, and we don’ t know about the credibility of the comment. If the person watched the movie before or they did not, but they just put the stupid comment there. But if we put at the exit it will be good so immediately after people watch the movie , if they want to comment or rate the movie, they can do it immediately. What if after you rate a movie, there is a visuals projected on the wall following your input? I think that is only something extra, the point is just the rating system, right? If you want to put it, it’s OK, but if no, it’s OK. So basically, the rating system is good. For the extra visuals that you display afterwards, normally people will not care about it because that’s not the main point.
On 22 March 2016, I interviewed Phyo Wai Linn, assistant manager of Dancing Crab. Dancing Crab is a Louisiana Seafood restaurant. The one that I went to is at Orchard Central.
Some keywords that I gathered from interview and observation
Concept (as taken from the website):”Welcome to Dancing Crab, serving a mix of robust, country-style Cajun seafood and the distinctive richness of Creole cuisine. Dancing Crab is a refreshing, American counterpart to Singapore’s equally famed preferences for seafood, shellfish and rich flavors. Backed by one of Singapore’s oldest seafood restaurant leaders, TungLok Group, Dancing Crab sources their shellfish from the same vendors used at the group’s best seafood restaurants, offering a range from Boston lobster to Dungeness crab.New Orleans, Louisiana is known for its happy atmosphere, lively music, and high spirits. Dancing Crab brims with life, bringing the same emphasis to its colorful location at The Grandstand, welcoming its guests to eat, drink, and be merry.”
Food: wet and gravy seafood for Singapore’s taste
Primary color: black (classic)
Secondary colors: white and red (to attract customers)
Logo: red crab with ‘Dancing Crab’ in bold sans serif
Visual language: vectorized seafood illustration with bold text
Props: flags, beach-inspired props like crab, nets, anchor, lighthouse, etc.
Music: hip-hop with high upbeat that some of the customers will also shake their legs according to the beat.
Working culture: no old-school (no strict rule). However, if possible, the staffs should not put their back towards their customers to be aware of the customers’ needs.
Customer feeling: happy about the food and place. The staffs will clap and dance for customers who are having birthday as a surprise.
Firstly, I was surprised that I did not feel that shy in approaching peopleeeeeeee!!! YAAASSSSS.
Anyway, I think that I am in the right direction for my FYP since I could learn more about branding in the direct field, and I could talk to a lot of people. One homework for me is to make my own name card to be exchanged with the people I will be in contact with.
Next, I was thinking of promoting the restaurants I went to on an Instagram account solely devoted to talk about the visual side of interesting cafes/restaurants/hawkers.