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Lights, camera, action ... get baking!
By Cai Chenyi |
February 23, 2011, Wednesday
|
Print Edition
Print Edition
IT might be hard, in a strictly business sense, to figure out what movies and baking have in common. For Chen Lin, 24, there's no disparity at all. They are both personal passions.
Chen is the owner of NianNian's Home, an in-home movie theater, which has become popular among young people looking for a quiet, discreet place to date. In addition to the cinema, Chen has added a small baking school to the floor below.
"I liked the idea of turning personal enthusiasm into business. It makes me feel good," Chen said.
The 8-square-meter upstairs cinema on Changle Road, furnished with sofas and various homely knickknacks, offers a cozy and relaxed atmosphere,
"Many moviegoers coming here are attracted by the loft setting," Chen said.
"The sound effects may not be as good as they are in a regular cinema, but it's private and people can enjoy movies in the intimate company of family and friends."
A white wall serves as the viewing screen. For an admission fee of 30 yuan (US$4.50) per person, moviegoers can choose the film they want to see from a collection of DVDs, or they can bring along their own. "I've always wanted a job with great freedom"
Last year, Chen quit her job with China Telecom, borrowed some money from a friend and bought the business with three other partners. They paid 50,000 yuan for the rights to use the brand NianNian's Home and all the equipment, including the movie projector, furniture and electrical appliances. They lease the house.
Chen alone is responsible for management and operation. Her three partners, who are also friends, all have full-time jobs and visit the house only on weekends.
"I've always wanted a job with great freedom and room for creativity," Chen said. "NianNian's Home was well-known for its loft theater, so it provided a perfect spot for starting a creative business."
Shanghai, a city famous for its nightlife and entertainment, boasts about 72 cinemas, and going to the movies is a popular pastime. Regular cinemas charge admission of anywhere from 50 yuan to 100 yuan, depending on how ornate the theater.
"We have to keep the price low in order to compete with the existing cinemas," Chen said. "I went through a tough time at the beginning."
When Chen started to run the business a year ago, takings barely covered the 3,000 yuan monthly rent.
To drum up more business, she turned the dining room in the floor below into a kitchen classroom and began giving lessons in how to make cakes, cookies and chocolates.
Chen had to bone up a bit on her kitchen skills. She consulted books and friends, and after some trial and error, created simple, tasty recipes to pass on to others.
"You cannot always trust what cook books tell you," Chen said. "I had to adjust baking times and ingredients, and had to modify recipes to cater to Shanghai residents' tastes."
Chen charges around 190 yuan for each course in cake-baking and 0.70 yuan for 1 gram of chocolate. She provides all the basic materials and equipment.
The cooking classes have proved a success, surprisingly among young people. The business returned a profit in just three months.
"Those who come for classes sometimes go upstairs to enjoy a film after the lessons," she said. "And moviegoers who come here take an interest in the baking classes. It creates a business synergy."
"It's highly profitable during the holidays"
At present, Chen's overheads amount to about 4,000 yuan a month, including rent, utilities and all the necessities. She buys all the basic cooking ingredients online, where the prices are about the half those in supermarkets.
"It's highly profitable during the holidays," Chen said. "The whole time on weekends and holidays is booked. I barely have time to eat on those days."
Most of her customers are young couples. Chen said she earns about 6,000 yuan a month.
To keep costs in line, Chen skimps on advertising expenses. She maintains a forum created by the original owner on the popular website douban.com, where she posts photographs of theater events, the screening scheduled and class information.
She also posts notices on dianping.com, a popular website for searching and commenting on restaurants, shops, and other leisure venues.
Despite still meager profits, Chen is optimistic about the business.
She is brimming with ideas for expansion.
"I've been a lead singer in a folk music band for two years, and we've been invited to give performances at several non-profit concerts," Chen said. "I'm considering live performances at the theater, but I think that will have to wait until I can move to a bigger premise with better sound-proofing."
"Of course, that also means I would need to pay higher rent," Chen added. High rents have already pushed some similar intimate theater experiments into bankruptcy, including a famous in-home cinema called Slow Life in a lane off Xinle Road.
Rents can account for up to 75 percent of operating costs and eat up more than half of monthly earnings.
However, nothing seems to dent Chen's enthusiasm.
"Few people can put their hobbies into careers, so I do need to cherish the opportunity," she said. "There are always more ways than one to realize dreams, so I won't give up easily."
Chen is the owner of NianNian's Home, an in-home movie theater, which has become popular among young people looking for a quiet, discreet place to date. In addition to the cinema, Chen has added a small baking school to the floor below.
"I liked the idea of turning personal enthusiasm into business. It makes me feel good," Chen said.
The 8-square-meter upstairs cinema on Changle Road, furnished with sofas and various homely knickknacks, offers a cozy and relaxed atmosphere,
"Many moviegoers coming here are attracted by the loft setting," Chen said.
"The sound effects may not be as good as they are in a regular cinema, but it's private and people can enjoy movies in the intimate company of family and friends."
A white wall serves as the viewing screen. For an admission fee of 30 yuan (US$4.50) per person, moviegoers can choose the film they want to see from a collection of DVDs, or they can bring along their own. "I've always wanted a job with great freedom"
Last year, Chen quit her job with China Telecom, borrowed some money from a friend and bought the business with three other partners. They paid 50,000 yuan for the rights to use the brand NianNian's Home and all the equipment, including the movie projector, furniture and electrical appliances. They lease the house.
Chen alone is responsible for management and operation. Her three partners, who are also friends, all have full-time jobs and visit the house only on weekends.
"I've always wanted a job with great freedom and room for creativity," Chen said. "NianNian's Home was well-known for its loft theater, so it provided a perfect spot for starting a creative business."
Shanghai, a city famous for its nightlife and entertainment, boasts about 72 cinemas, and going to the movies is a popular pastime. Regular cinemas charge admission of anywhere from 50 yuan to 100 yuan, depending on how ornate the theater.
"We have to keep the price low in order to compete with the existing cinemas," Chen said. "I went through a tough time at the beginning."
When Chen started to run the business a year ago, takings barely covered the 3,000 yuan monthly rent.
To drum up more business, she turned the dining room in the floor below into a kitchen classroom and began giving lessons in how to make cakes, cookies and chocolates.
Chen had to bone up a bit on her kitchen skills. She consulted books and friends, and after some trial and error, created simple, tasty recipes to pass on to others.
"You cannot always trust what cook books tell you," Chen said. "I had to adjust baking times and ingredients, and had to modify recipes to cater to Shanghai residents' tastes."
Chen charges around 190 yuan for each course in cake-baking and 0.70 yuan for 1 gram of chocolate. She provides all the basic materials and equipment.
The cooking classes have proved a success, surprisingly among young people. The business returned a profit in just three months.
"Those who come for classes sometimes go upstairs to enjoy a film after the lessons," she said. "And moviegoers who come here take an interest in the baking classes. It creates a business synergy."
"It's highly profitable during the holidays"
At present, Chen's overheads amount to about 4,000 yuan a month, including rent, utilities and all the necessities. She buys all the basic cooking ingredients online, where the prices are about the half those in supermarkets.
"It's highly profitable during the holidays," Chen said. "The whole time on weekends and holidays is booked. I barely have time to eat on those days."
Most of her customers are young couples. Chen said she earns about 6,000 yuan a month.
To keep costs in line, Chen skimps on advertising expenses. She maintains a forum created by the original owner on the popular website douban.com, where she posts photographs of theater events, the screening scheduled and class information.
She also posts notices on dianping.com, a popular website for searching and commenting on restaurants, shops, and other leisure venues.
Despite still meager profits, Chen is optimistic about the business.
She is brimming with ideas for expansion.
"I've been a lead singer in a folk music band for two years, and we've been invited to give performances at several non-profit concerts," Chen said. "I'm considering live performances at the theater, but I think that will have to wait until I can move to a bigger premise with better sound-proofing."
"Of course, that also means I would need to pay higher rent," Chen added. High rents have already pushed some similar intimate theater experiments into bankruptcy, including a famous in-home cinema called Slow Life in a lane off Xinle Road.
Rents can account for up to 75 percent of operating costs and eat up more than half of monthly earnings.
However, nothing seems to dent Chen's enthusiasm.
"Few people can put their hobbies into careers, so I do need to cherish the opportunity," she said. "There are always more ways than one to realize dreams, so I won't give up easily."
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