Finest West India Quay Cinema: a reputation that whispers of cinematic adventures and leisure, a beacon for movie fanatics and informal viewers alike. However what makes this explicit cinema stand out in a metropolis teeming with choices? This exploration dives deep, unveiling the secrets and techniques of its prime location, the varied array of movies it showcases, and the immersive experiences it provides.
We’ll navigate the bustling streets and transport hyperlinks to uncover the benefit of entry, whereas concurrently exploring the spectrum of movies from blockbuster hits to unbiased gems. Get able to embark on a journey that can remodel the way you view your subsequent film night time.
Our journey by the West India Quay Cinema will not cease at simply the display screen. We’ll peel again the layers to look at the consolation of the seating, the delectable food and drinks choices, and the general environment that creates a memorable expertise. We’ll delve into buyer critiques, dissecting the great, the dangerous, and the areas the place the cinema actually shines. We’ll dissect pricing, evaluating it to different leisure decisions to ship a real-world perspective.
Contemplate this your definitive information, arming you with the information to make an knowledgeable resolution and maximize your enjoyment.
Exploring the Prime Location and Accessibility of the West India Quay Cinema: Finest West India Quay Cinema
The West India Quay Cinema advantages considerably from its strategic location inside the vibrant Canary Wharf space. This positioning provides a confluence of benefits, influencing each its operational success and its enchantment to a various viewers. The cinema’s accessibility, particularly, performs a vital function in its potential to draw and retain clients, making it a key participant within the leisure panorama of this bustling monetary district and residential hub.
Benefits of the West India Quay Cinema’s Location
The West India Quay Cinema’s location supplies a mess of advantages, solidifying its place as a fascinating vacation spot. Its proximity to numerous transport hyperlinks, coupled with its integration inside a bigger advanced providing various facilities, considerably enhances its enchantment.
- Proximity to Public Transport: The cinema is exceptionally well-served by public transportation. The Canary Wharf Underground station, a significant hub on the Jubilee Line, is inside simple strolling distance, making certain handy entry from varied components of London. The Elizabeth Line additionally supplies glorious connections, additional broadening the cinema’s attain. Moreover, the Docklands Mild Railway (DLR) provides a number of stations in shut proximity, together with West India Quay, offering another and sometimes faster route for these travelling from the east and south of town.
These available transport choices drastically scale back journey time and make the cinema simply accessible for each native residents and guests.
- Integration with Different Sights: The cinema is located inside the West India Quay advanced, which boasts a variety of eating places, bars, and outlets. This integration supplies a compelling “one-stop-shop” expertise for guests. Folks can mix a cinema go to with eating, procuring, or just having fun with the waterfront views, making a extra holistic and pleasing outing. This synergy will increase the chance of spontaneous visits and encourages folks to spend extra time within the space.
Whereas the West India Quay cinema provides a contemporary expertise, the way forward for movie-going is at all times evolving. Anticipation builds for brand new venues, and one such mission to look at is the potential for cineworld cinema sheffield sheffield 2026 , which guarantees to redefine the cinematic panorama. Regardless of these developments, the attract of one of the best West India Quay cinema stays, with its distinctive location and movie choice.
- Accessibility for Completely different Demographics: The placement caters to a broad demographic, together with each workplace staff and residents. Its central place makes it a handy after-work exercise for these employed in Canary Wharf, in addition to a leisure vacation spot for households and people dwelling within the surrounding residential areas. This various catchment space contributes to a constant circulate of consumers all through the week.
Comparative Evaluation of Accessibility Options
Accessibility is a vital consider figuring out the success of a cinema, significantly in a location like Canary Wharf, the place a various inhabitants with various wants exists. Evaluating the West India Quay Cinema to different leisure venues within the surrounding space highlights its strengths on this regard.
The next desk summarizes the accessibility options of the West India Quay Cinema in comparison with different leisure venues within the surrounding space:
| Function | West India Quay Cinema | Various Venue 1 (e.g., one other cinema) | Various Venue 2 (e.g., a theatre) | Various Venue 3 (e.g., a restaurant) |
|---|---|---|---|---|
| Parking Availability | Paid parking out there inside the West India Quay advanced and close by Canary Wharf automotive parks. | Paid parking, availability could fluctuate primarily based on time and day. | Restricted on-street parking or paid parking garages close by. | Restricted on-street parking or paid parking garages close by. |
| Step-Free Entry | Wonderful, with lifts and ramps all through the venue. | Typically good, however could have minor accessibility limitations. | Could have restricted step-free entry, relying on the venue. | Accessibility varies drastically; some could have restricted entry. |
| Ease of Navigation | Effectively-signed and straightforward to navigate, with clear instructions. | Typically good, however can turn out to be crowded throughout peak occasions. | Navigation could be advanced, particularly in older buildings. | Navigation can fluctuate, probably difficult in crowded areas. |
| Public Transport Proximity | Wonderful, with a number of transport hyperlinks close by (Jubilee Line, DLR, Elizabeth Line). | Good, usually accessible by bus and tube. | Variable, relying on location, however usually inside strolling distance of public transport. | Variable, relying on location, however usually inside strolling distance of public transport. |
Impression of Location on Attraction and Buyer Base, Finest west india quay cinema
The prime location of the West India Quay Cinema considerably impacts its enchantment and buyer base. This strategic placement not solely attracts a various vary of consumers but additionally influences the general notion of the cinema as a contemporary and handy leisure vacation spot.
- Attraction to Native Residents: For residents of Canary Wharf and the encircling areas, the cinema provides a handy and accessible leisure choice. Its proximity eliminates the necessity for prolonged commutes, making it an excellent selection for a spontaneous film night time or a household outing. This comfort is a big draw, fostering a loyal buyer base amongst native residents.
- Attraction for Guests: The cinema’s location additionally makes it a lovely vacation spot for guests to Canary Wharf. The realm’s popularity as a enterprise and leisure hub attracts vacationers and day-trippers. The cinema, built-in inside the West India Quay advanced, supplies a well-rounded expertise, encouraging guests to spend extra time within the space and discover its choices. The provision of various eating choices and waterfront views enhances the cinema expertise, enhancing its total enchantment.
- Impression on Buyer Conduct: The accessibility of the cinema influences buyer habits. The benefit of entry, mixed with the provision of different facilities, encourages repeat visits. Clients are extra doubtless to decide on a cinema that’s conveniently positioned and provides a variety of complementary actions. The placement subsequently performs a vital function in constructing buyer loyalty and driving income.
- Enhancement of Model Picture: Being located in a outstanding location like Canary Wharf enhances the cinema’s model picture. The affiliation with a contemporary, thriving space conveys a way of high quality and modernity, attracting a wider viewers. This favorable positioning helps the cinema compete successfully in a aggressive leisure market.
Investigating the Number of Movie Choices and Display screen Codecs on the Cinema
West India Quay Cinema provides a various cinematic panorama, catering to a large spectrum of tastes and preferences. From the newest Hollywood blockbusters to critically acclaimed unbiased movies, the cinema supplies a complete choice, making certain there’s one thing for everybody. This selection, coupled with cutting-edge know-how, enhances the general viewing expertise, solidifying its place as a premier leisure vacation spot.
Vary of Movie Genres and Viewing Experiences
The West India Quay Cinema prides itself on presenting a wealthy tapestry of cinematic experiences. The programming strategically balances mainstream releases with a curated collection of unbiased and art-house movies. This ensures that audiences have entry to each large-scale productions and extra area of interest cinematic choices. The schedule is usually up to date to mirror the newest releases, making certain patrons can at all times see the most recent and most talked-about motion pictures.
Moreover, the cinema continuously hosts particular screenings, reminiscent of advance previews, director Q&As (when out there), and themed movie festivals. This creates a dynamic and interesting atmosphere for movie fanatics. Past conventional genres, the cinema usually contains documentary screenings and foreign-language movies, broadening the cultural scope of its choices. The cinema’s dedication to variety extends past genres to incorporate movies from varied international locations and cultures, offering a world perspective on cinema.
Display screen Codecs and Applied sciences Utilized
The cinema employs a variety of superior display screen codecs and applied sciences to raise the viewing expertise. These enhancements purpose to immerse viewers within the movie, making it a very unforgettable expertise. The combination of those applied sciences demonstrates the cinema’s dedication to offering the very best presentation of every movie.Listed below are among the applied sciences used and their advantages:
- IMAX: Options bigger screens, optimized seating, and highly effective sound programs.
This ends in a extra immersive and interesting viewing expertise.
The picture seems bigger, filling the viewer’s sight view, and the sound is exactly calibrated to create a very enveloping expertise.
- 3D: Makes use of specialised glasses to create the phantasm of depth, making photos seem to leap off the display screen.
This format is especially efficient for motion and animated movies.
The 3D impact provides an additional layer of visible engagement, making the movie extra thrilling and dynamic.
- Dolby Atmos: A sophisticated encompass sound know-how that locations and strikes audio anyplace within the cinema, together with overhead.
This creates a extra reasonable and immersive soundscape.
Whereas the West India Quay cinema provides a vibrant expertise, its future is continually evolving. Wanting forward, the plans for cinema fareham town centre 2026 promise new choices for movie fanatics, and this might affect the methods of current venues. In the end, one of the best West India Quay cinema expertise depends upon staying knowledgeable about all out there decisions.
Sounds are exactly positioned and transfer across the cinema, enhancing the general audio expertise and growing the sense of immersion.
- 4DX: Combines the movie with environmental results reminiscent of movement seats, wind, water, and smells.
This creates a very multi-sensory expertise.
The combination of those results permits viewers to really feel as if they’re a part of the motion, including a brand new dimension to the viewing expertise.
Cinema’s Programming Schedule, Particular Occasions, and Themed Screenings
The West India Quay Cinema’s programming schedule is designed to accommodate a various viewers. The schedule is meticulously deliberate, making certain a balanced mixture of movies and showtimes. This caters to numerous schedules and preferences, with screenings out there all through the day and night. The cinema usually hosts particular occasions to counterpoint the cinematic expertise past normal screenings. These occasions embody premieres, the place audiences could be among the many first to see new releases, and Q&A periods with filmmakers or actors (topic to availability).
The cinema additionally organizes themed screenings, celebrating particular genres, administrators, or anniversaries. These can vary from traditional movie revivals to horror film marathons. The programming crew curates movie festivals, highlighting unbiased movies or worldwide cinema. This strategy broadens the cinema’s enchantment and helps the broader movie trade. The schedule is well accessible on-line and on the cinema, permitting visitors to plan their visits.
The dedication to a diverse and interesting schedule reinforces the cinema’s function as a cultural hub.
Analyzing the Facilities and Providers Provided on the West India Quay Cinema
The West India Quay Cinema, past its prime location and various movie choice, cultivates a complete cinematic expertise by its vary of facilities and companies. From culinary delights to snug seating and inclusive options, the cinema strives to cater to a large viewers. This part delves into the specifics of those choices, offering an in depth take a look at what patrons can count on.
Meals and Beverage Choices
The West India Quay Cinema boasts a various menu designed to enrich the movie-going expertise. Patrons can select from quite a lot of snacks, meals, and drinks to get pleasure from earlier than, throughout, or after their movie.
- Snacks: Basic cinema snacks can be found, together with popcorn (with varied taste choices), nachos with cheese and salsa, and a collection of sweets like candies and goodies.
- Meals: For these in search of one thing extra substantial, the cinema provides a variety of scorching meals gadgets, reminiscent of burgers, pizzas, and scorching canine. These choices are sometimes up to date to incorporate seasonal or limited-time choices.
- Drinks: A big selection of drinks is obtainable, together with mushy drinks, bottled water, juices, and alcoholic drinks for adults. Espresso and tea are additionally offered.
In style gadgets usually embody:
- Giant Popcorn (Salted or Candy)
- Nachos with Cheese
- Scorching Canine
- Numerous mushy drinks
Seating Choices and Reserving Procedures
The cinema prioritizes consolation, offering quite a lot of seating choices to boost the viewing expertise. These choices are coupled with streamlined reserving procedures to make sure ease of entry for all patrons.The West India Quay Cinema options a number of seating choices to go well with totally different preferences and budgets. Customary seating supplies a cushty expertise, whereas premium seating provides enhanced consolation and area.
- Customary Seating: Presents a cushty and reasonably priced choice, appropriate for many viewers. These seats are usually organized in rows with ample legroom.
- Premium Seating: Gives a extra luxurious expertise. This will likely embody wider seats, extra legroom, and typically recliner performance.
- VIP Seating: For a very particular expertise, VIP choices could also be out there. These can embody non-public viewing areas, devoted service, and enhanced consolation.
Reserving procedures are designed for comfort. Patrons can e-book tickets on-line by the cinema’s web site or app, permitting them to pick out their most well-liked seats prematurely. Ticket purchases may also be made on the cinema’s field workplace. On-line reserving usually supplies choices for choosing particular seats, minimizing wait occasions and making certain the very best viewing expertise. Concession pre-ordering is continuously built-in into the web reserving course of, streamlining the meals and beverage acquisition.
Group bookings and personal screenings usually have devoted procedures to facilitate the reservation course of. Accessibility options are built-in into the reserving course of, reminiscent of permitting patrons to order wheelchair-accessible seats and notifying the cinema of any particular wants. The cinema additionally has a customer support crew out there to help with any reserving inquiries or points.
Extra Providers and Facilities
Past the core cinematic expertise, the West India Quay Cinema enhances its choices with a variety of extra companies and facilities. These options purpose to foster buyer loyalty, present unique experiences, and guarantee accessibility for all patrons.
- Loyalty Applications: A loyalty program rewards frequent moviegoers with factors, reductions, and unique provides. These packages usually contain incomes factors for each ticket or buy made, which might then be redeemed free of charge tickets, concessions, or different advantages.
- Personal Screenings: The cinema provides the choice to lease screens for personal occasions, reminiscent of birthday events, company occasions, or particular events. This supplies a customizable expertise, permitting visitors to decide on their movie and revel in a extra intimate setting.
- Accessibility Options: The cinema is dedicated to offering an inclusive atmosphere for all patrons. Accessibility options embody wheelchair entry all through the constructing, assistive listening gadgets, and audio description companies for visually impaired viewers. The cinema workers is skilled to help patrons with disabilities and guarantee a cushty expertise.
Evaluating the Buyer Expertise and Opinions of the West India Quay Cinema
The success of any leisure venue, together with a cinema, hinges considerably on the shopper expertise. This analysis delves into the core facets of the West India Quay Cinema’s buyer interactions, analyzing its environment, service high quality, and total affect on patrons. Understanding these parts is essential for assessing the cinema’s standing inside the aggressive panorama and figuring out areas for enhancement.
Total Ambiance and Ambiance
The West India Quay Cinema’s environment is a vital consider shaping the general buyer expertise. It encompasses parts reminiscent of cleanliness, workers interactions, and the aesthetic design of the venue.The cinema’s cleanliness instantly impacts buyer notion. Repeatedly maintained seating areas, restrooms, and concession stands contribute to a constructive impression. Neglecting cleanliness, conversely, can result in adverse critiques and a decline in patronage.Workers friendliness and professionalism are additionally very important.
Courteous and useful workers members can considerably enhance the shopper expertise, resolving points promptly and making a welcoming atmosphere. The effectivity of ticket gross sales, concessions, and ushering companies contribute to a clean and pleasing go to.The cinema’s design and structure contribute to the ambiance. Elements reminiscent of snug seating, ample legroom, and efficient sound and lighting programs affect the viewing expertise.
A well-designed cinema creates an immersive atmosphere that enhances the enjoyment of the movie. Using trendy architectural parts, snug ready areas, and well-placed signage may enhance the general buyer expertise. As an illustration, think about a cinema with a lobby that includes massive, brightly lit posters of present and upcoming movies, alongside snug seating preparations that encourage pre-show socializing. The inclusion of interactive kiosks for ticket purchases and concessions, coupled with strategically positioned digital shows showcasing trailers and promotional supplies, creates an inviting and interesting environment.
The general ambiance can considerably affect buyer satisfaction and loyalty. Contemplate a cinema the place a darkish, cramped foyer is contrasted with a vibrant, spacious, and welcoming foyer; the distinction in buyer notion could be vital.
Buyer Opinions and Testimonials
Analyzing buyer critiques supplies worthwhile insights into the strengths and weaknesses of the West India Quay Cinema. These critiques, out there on varied on-line platforms, usually reveal widespread themes and considerations that affect the shopper expertise.Optimistic critiques continuously spotlight the cinema’s snug seating, glorious sound high quality, and the comfort of its location. Patrons usually reward the workers’s friendliness and helpfulness.
“The seats are extremely snug, and the sound system is incredible! A very immersive expertise.”
Conversely, adverse critiques usually give attention to points reminiscent of excessive costs for concessions, occasional delays in service, and considerations about cleanliness. Some clients have expressed dissatisfaction with the provision of sure movies or showtimes.
“The costs on the concession stand are outrageous. I might suggest bringing your personal snacks.”
Different recurring considerations embody:
- Inconsistent workers service.
- Restricted movie decisions.
- Occasional technical points with the projection or sound.
Understanding these widespread themes permits the cinema to handle particular ache factors and enhance its total buyer satisfaction. The presence of recurring points suggests areas the place enhancements are wanted.
Comparability of Buyer Service
Evaluating the customer support on the West India Quay Cinema with that of different cinemas within the space supplies a benchmark for efficiency. Evaluating components like pace of service, workers helpfulness, and problem decision can spotlight areas of energy and weak spot.Different cinemas within the space would possibly supply totally different ranges of service, influenced by components reminiscent of workers coaching, know-how implementation, and operational effectivity.
As an illustration, a cinema that makes use of self-service kiosks for ticket purchases and concessions would possibly supply quicker service than one relying solely on guide transactions. Workers coaching in battle decision and problem-solving expertise additionally performs a big function in buyer satisfaction.Ideas for enchancment on the West India Quay Cinema embody:
- Investing in workers coaching to boost customer support expertise.
- Implementing a buyer suggestions system to collect and deal with complaints promptly.
- Exploring choices to supply extra aggressive pricing for concessions.
- Streamlining the ticketing and concession processes by know-how.
By implementing these enhancements, the West India Quay Cinema can improve its customer support, enhance buyer satisfaction, and strengthen its aggressive place. The aim is to supply a seamless and pleasing expertise that encourages repeat visits and constructive word-of-mouth referrals. The main target needs to be on making a customer-centric atmosphere the place patrons really feel valued and appreciated.
Understanding the Pricing and Worth Proposition of the West India Quay Cinema
The West India Quay Cinema’s pricing technique is a vital aspect in its enchantment, influencing all the pieces from viewers attendance to total profitability. Understanding the nuances of ticket prices, particular provides, and the broader worth proposition is crucial for each the cinema’s administration and potential patrons. This part dives deep into the pricing construction, cost-benefit evaluation, and promotional methods employed by the cinema.
Ticket Costs and Reductions
Ticket costs on the West India Quay Cinema fluctuate relying on a number of components, together with the day of the week, the time of the screening, and the particular movie being proven. These variations are designed to maximise income whereas catering to totally different buyer segments.The worth for traditional screenings typically varieties the baseline, with night showings and weekend matinees usually commanding premium costs.
Peak pricing throughout these occasions displays larger demand.
Whereas the West India Quay cinema provides a vibrant expertise, movie fanatics may also think about choices additional afield. For these in the hunt for a special cinematic journey, the Vue Cinema in Leamington Spa, vue cinema leamington spa , presents a compelling various. In the end, although, the distinctive waterfront setting and various movie choice proceed to make the West India Quay location a well-liked selection.
Reductions are continuously out there to draw particular demographics and enhance attendance throughout slower durations. As an illustration:* Scholar Reductions: Legitimate pupil IDs usually unlock discounted tickets, encouraging youthful audiences to frequent the cinema.
Senior Citizen Reductions
Just like pupil reductions, seniors usually obtain diminished costs, selling weekday attendance.
Matinee Showings
Screenings earlier than a sure time (often early afternoon) are sometimes supplied at a decrease price, making them an economical choice for households and people in search of a daytime exercise.The pricing for premium codecs like IMAX or 3D usually includes a surcharge. These codecs present a extra immersive expertise, and the upper worth displays the improved know-how. Moreover, particular occasions, reminiscent of movie premieres or unique screenings, could have totally different pricing constructions.
Pricing transparency is essential. Clear communication of costs throughout the cinema’s web site, ticketing platforms, and on the field workplace ensures that clients could make knowledgeable selections.
Price-Profit Evaluation of Cinema Choices
The West India Quay Cinema competes inside a crowded leisure panorama, the place choices abound, starting from streaming companies and residential leisure programs to stay occasions and different leisure actions. Evaluating the cinema’s worth proposition requires an intensive cost-benefit evaluation, evaluating the expertise to alternate options.The price of attending the cinema contains not solely the ticket worth but additionally related bills like transportation, snacks, and drinks.
The advantages, nonetheless, lengthen past merely watching a movie.* Immersive Expertise: The cinema provides a big display screen, high-quality sound programs, and a devoted viewing atmosphere that’s troublesome to copy at residence.
Social Expertise
Going to the cinema is commonly a social exercise, offering a chance for buddies and households to spend time collectively.
New Releases
Cinemas are usually the primary venue to indicate new movie releases, offering entry to the newest cinematic content material.
Comfort
The West India Quay Cinema’s location, mixed with the facilities it provides (e.g., snug seating, meals and beverage choices), contribute to the general expertise.Evaluating the cinema’s worth to streaming companies, think about the subscription prices, and the necessity for a high-quality residence leisure setup. The cinema, whereas probably dearer for a single viewing, provides a extra immersive and social expertise.
Stay occasions reminiscent of concert events or theatre productions usually value considerably greater than a cinema go to, inserting the cinema in a comparatively reasonably priced class. The perceived worth additionally depends upon particular person preferences. Some viewers extremely worth the communal facet of cinema-going, whereas others prioritize comfort and cost-effectiveness.
Particular Promotions and Presents
The West India Quay Cinema leverages varied promotional methods to draw clients and incentivize repeat visits. These provides are designed to spice up attendance, particularly throughout off-peak occasions, and to encourage spending on concessions.* Combo Offers: The cinema usually bundles tickets with meals and beverage gadgets, providing a reduced worth for a mixed buy. This will improve per-customer spending and enhance the general cinema expertise.
For instance, a “date night time” package deal would possibly embody two tickets, two drinks, and a big popcorn for a set worth.
Loyalty Rewards Applications
Clients who continuously go to the cinema are sometimes rewarded by loyalty packages. These packages can supply factors for purchases, resulting in free tickets, reductions, or unique entry to screenings. This builds buyer loyalty and encourages repeat enterprise. An instance of a profitable program is the one which rewards clients with a free ticket after a sure variety of visits.
Seasonal Reductions
Particular reductions are continuously supplied throughout particular occasions of the yr, reminiscent of the college holidays or in the course of the summer season months. These seasonal promotions can appeal to households and capitalize on elevated leisure time. For instance, a “youngsters’ membership” promotion would possibly supply discounted tickets and snacks for kids in the course of the summer season break.The affect of those promotions on buyer habits is appreciable.
Combo offers improve the typical transaction worth. Loyalty packages encourage repeat visits. Seasonal reductions drive attendance throughout in any other case gradual durations. These methods assist to optimize income streams and preserve a aggressive edge within the leisure market.
Finish of Dialogue
From its advantageous location and movie choice to its various facilities and customer-focused strategy, one of the best west india quay cinema presents a compelling package deal for moviegoers. This in-depth evaluation has revealed a venue that prioritizes accessibility, selection, and total buyer satisfaction. As you intend your subsequent cinematic escape, bear in mind the insights gained right here. Whether or not you are an area resident or a customer, the West India Quay Cinema provides a novel expertise, a spot the place tales come to life, and recollections are made.
Now, outfitted with a complete understanding, the stage is about on your subsequent film journey.
FAQ Nook
What are the opening hours of the West India Quay Cinema?
The cinema usually opens round half-hour earlier than the primary screening of the day and closes shortly after the ultimate movie ends. Particular occasions fluctuate relying on the day of the week and the movie schedule; test the official web site for exact particulars.
Is there parking out there close to the cinema?
Sure, there are a number of parking choices out there within the West India Quay space, together with automotive parks and avenue parking. Nonetheless, parking could be restricted, particularly throughout peak hours, so think about public transport in its place.
Are there any reductions out there for college kids or seniors?
Sure, the cinema usually provides discounted ticket costs for college kids, seniors, and typically different teams. It is at all times finest to test their web site or inquire on the field workplace for probably the most up-to-date data on present reductions.
Can I e-book tickets on-line?
Completely, the West India Quay Cinema provides on-line ticket reserving by its official web site and probably by third-party ticketing platforms. That is extremely really useful to safe your seats, particularly for standard movies.
Are there any meals restrictions within the cinema?
Typically, exterior meals and drinks aren’t permitted contained in the cinema. Nonetheless, the cinema provides all kinds of snacks, meals, and drinks for buy.
