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Behind the scenes at UA Cinemas

UA Cinemas’ managing director Ivan Wong was keen to provide his two “shadows” with professional development opportunities, exposure to senior leadership, and a sound understanding of his industry during the Shadow a CEO programme.

It was a golden chance to observe at first hand the workings of the largest cinema chain in Hong Kong. As well as benefiting from Wong’s experience and expertise, the shadows were able to see the amount of work that goes into organising the acquisition, distribution, and exhibition of films. They also got a behind-the-scenes look at what makes the cinema experience a memorable one.

The shadows had the chance to visit the UA Studio, a multi-function room equipped with a mini movie theatre, control room and common area for staff training and relaxation, and they also called in at several UA cinemas in Hong Kong. There was even the chance to visit a new cinema site in China and attend the UA China monthly meeting in Guangzhou and Shenzhen during a two-day trip to the mainland, where different departments treated the shadows to a sharing session about the roles they play.

Wong says the shadows asked great questions that showed their curiosity about the business. “They thought outside of the box, came up with creative ideas, and were brave enough to share their thoughts. It was a genuinely positive experience, as it allowed me to rethink my business strategies while teaching and guiding them. It was good for me to learn about their perspectives,” he says.

Student Faye Wong says that going on the site visit to the mainland with the CEO enabled the shadows to familiarise themselves with the movie market in China and witness the construction of a new cinema there.

Sitting in on one of UA China’s monthly meetings was an eye-opener for this business management student. “Not until then did I realise how much planning is required for a cinema to launch a movie, right down to the food and the seats,” she says.

She was particularly impressed with the managing director’s approach to marketing. “He sees marketing strategy as key to successfully promoting a product, and how people perceive the company when they see the logo.”

She was equally taken with his business philosophy. “Many ideas are deemed to be a failure even before they are implemented and tested. But what Mr Wong taught me is that a CEO should be able to stand by every decision made, addressing the concerns of his colleagues while making his staff believe in him.”

Ultimately, however, it was the train journey from Shenzhen to Guangzhou that proved the most rewarding aspect, as Wong was able to spend time giving the shadows some career advice without any interruptions. “I got to understand his business mindset and discuss some interesting concepts. Even after the trip, I still find Mr Wong’s words very informative,” she says.

This was echoed by her fellow shadow, Miki Chan, who said Ivan Wong “addresses the concerns of colleagues and makes staff believe in the outcome of his decisions.”

Chan added that the chance to experience the daily life of a CEO and witness the relationships between Wong and his colleagues was a definite highlight of the experience.

During the programme, Chan found she would enjoy working in this industry, and believes it would be a good way to utilise her marketing major.