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Melco Crown’s Hollywood-themed Studio City Launched to Target Mass Market

By: Marica K, October 29, 2015
VIPs opened the resort but there will be no room for VIP players.

VIPs opened the resort but there will be no room for VIP players. (image: telegraph.co.uk)

Melco Crown opened the multi-million Hollywood –style casino resort Studio City two days ago in the presence of stars, Mariah Carey,  Leonardo Di Caprio, Robert De Niro, and Martin Scorcese who also made the promo video called The Audition. Despite the VIP grand opening, the resort will not be targeted at VIP players, but towards the mass market. According to the chairman this is the new strategy for the future of Macau gambling industry.

No VIP’s

Located in Macau, the only place in China where gambling is legal, the new resort Studio City will be a magnificent attraction for all fans of Hollywood movies and stars and the best thing about it will be that they do not have to be high rollers to play at one of the 250 tables at the casino. Even though the grand opening featured global stars such as Leonardo Di Caprio, Robert De Niro, academy-award-winning director Martin Scorsese and Mariah Carey, standing right next to her boyfriend James Packer, the new resort will be without VIP tables whatsoever. This is a new approach to the gambling industry in Macau. According to Melco Crown CEO Lawrence Ho Yau they believe that “the future of China lies in the rise of the middle income earning bracket and the rise of the more sophisticated well-travelled customer.” He also pointed out that less than 10% of Macau revenue comes from VIP activity. Co-chairman of Melco Crown billionaire Mr James Packer added: “Today’s grand opening is a key step in our strategic vision of providing a world class portfolio of leisure and entertainment resort experiences that meet the rapidly evolving demands of Asian and international leisure visitors.”

The Focus is on Entertainment

This world-class cinema-themed resort will thrill its visitors with accompanying content as well. Primarily with the tallest figure-8 Ferris wheel in the world which is named Golden Reel and it will feature a 4D flight simulation ride, called Batman Dark Flight. Apart from that the guests can enjoy in The House of Magic, Pacha Macau, the nightclub as well as in many other exciting events. For those who enjoy shopping sprees there is The Boulevard at Studio City, a whole new block of fun for shopaholics with streets and squares named New Yorks’s Time Square and Hollywood’s Beverly Hills. As it was stated in the official press release: “Studio City is now set to redefine the leisure destination resort proposition in Macau and indeed Asia. International brand entertainment offerings, combined with premier hotel facilities and ‘movie-star’ service truly enables the visitor to ‘Live like a Star.”

 

 

 

 

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