Operators of cinema complexes are in the mood to expand. But before they can feel comfortable with their growth scenarios, movie houses need to attract more repeat customers.

To get film audiences off the couch, large multiscreen cinemas are ushering in new services and novelty attractions.

``Statistics show that people in Japan go to cinemas an average 1.3 times a year,'' said Hajime Hirayama, general manager of operations at Shochiku Multiplex Theatres Ltd., an affiliate of film distributor Shochiku Co.

``If we can induce them to visit cinemas more often, we can expect to build more theaters.''

Hirayama's company is looking out for moviegoers with special needs. Hearing aids are provided in the lobby of its Movix cinema complexes, and seat raisers are available to give small children a better view.

The Toho Co. group is holding regular screenings at its 12 cinemas for mothers who are looking after infant children.

During these showings, the cinema lights are made a little brighter so that mothers can keep an eye on their babies. The soundtrack is also turned down a tad so as not to set off a chorus of wailing tots.

``We want to bring back mothers who stop going to cinemas after they give birth,'' said Masafumi Matsumoto, a senior official at Toho's Kansai branch.

Meanwhile, United Cinemas Co., a subsidiary of trading house Sumitomo Corp., is offering Winble seats, the world's first high-tech chair that shakes in sync with the soundtrack.

Customers pay an extra 200 yen to use the chairs, which were introduced at a complex opened in July next to Tokyo's Toshimaen amusement park.

A new strategy to gain repeat customers is to introduce Internet-based reservation and ticket-ordering systems. In June, for example, Warner Mycal Corp. rolled out a Net reservation system accessed through computers and cellphones for all its theaters.

Another ploy to win business is to start loyalty systems. Members earn points that qualify them for a free screening.

According to the Motion Picture Producers Association of Japan, 190 cinema complexes were open for business as of the end of 2003. The complexes had 1,533 screens, accounting for nearly 60 percent of the nation's cinema screens.

Analysts say there is little elbow room left in the increasingly crowded market.

In particular, the markets in some rural areas seem to be already nearing saturation.

Undaunted, the industry's leading lights are casting around for shopping malls and plazas to set up more branches.

Warner Mycal, the largest operator with 45 cinema complexes, plans to boost the number to 65 by the end of 2008.

Toho, too, upped the ante last year by acquiring Virgin Cinemas Japan from its foreign owner. The industry veteran has already let it be known that it is determined to grab a market share of 20 percent in terms of the number of screens.

A common strategy for the cinema owners is to set up as tenants in shopping malls and other commercial facilities. This means a lower start-up cost and offers more ``passing trade'' than is the case with a traditional theater.

But competing complexes are increasingly screening the same blockbusters, making it difficult to stand out.

That's because the arrival of complexes has broken down the industry's traditional distributor groupings. No longer bound to old loyalties, cinema owners are free to choose what they screen. Increasingly that means hit films that turn a quick profit.(IHT/Asahi: December 15,2004)