BANGKOK, Feb 24 (TNA) – Sala Chalermkrung Royal Theatre, a cinema over 90 years old, adapt amidst economic changes and attract more interest from foreign tourists
Sala Chalermkrung is a historical landmark in the Thai film industry. Having existed for so long, it has faced numerous social changes, especially a decline in popularity. However, today, tourists continue to visit in droves.
The key to maintaining the vibrant atmosphere within Sala Chalermkrung is a plan to attract foreign tourists by adding programs in conjunction with temple visits and providing transportation specifically for tourists to watch Khon (masked dance drama) performances here.
Sala Chalermkrung Royal Theatre, bestowed by King Prajadhipok (Rama VII), was graciously ordered to be built in 1930. The King recognized the immense popularity of cinema at that time, but Thailand lacked a grand and elegant movie theater. He donated personal land at the corner of Charoen Krung and Tri Phet Roads, a significant business district in Bangkok at the time, for the cinema’s construction. He also contributed over 9 million baht from his personal funds for the project.
Over the past several decades, Sala Chalermkrung has had to adapt repeatedly to survive amidst changing times. This includes transforming the cinema into a theatre capable of hosting a variety of performances, as well as refining marketing strategies to better target customer groups. As a result, nearly two thousand tourists per day fill every seat for every Khon performance.
Sala Chalermkrung serves as an excellent example of proactive adaptation, finding new ways to showcase Thailand’s high art performances to tourists while revitalizing this valuable historical site, ensuring its continued elegance and preventing its decline over time. -819 (TNA)
