No longer just movies: Malaysian cinemas reinvent themselves for a new generation as audiences evolve
Malaysian cinema operator GSC is pivoting its business model to offer premium, event-driven experiences to combat declining attendance post-pandemic. The strategy includes live viewing parties, marathons, and themed festivals.
Why it matters
This reflects a global shift in the cinema industry as traditional movie-going faces competition from streaming services and changing consumer habits.
KUALA LUMPUR, Oct 4 — Gone are the days of traditional cinema where it was just about watching movies as audiences today crave more exciting shared experiences.
This change, which can be considered a result of an eventful past six years that included the rise of over-the-top (OTT) platforms coupled with the Covid-19 Pandemic that almost crippled the cinema sector, has also reshaped how audiences view cinemas today.
According to GSC Chief Executive Officer Koh Mei Lee, while audience footfall has shown encouraging signs of recovery, attendance still lags behind pre-pandemic levels by roughly 20 per cent.
“Consumer behaviour has since evolved, with audiences becoming more discerning about entertainment experiences, showing greater demand for premium, immersive and event-driven experiences in cinemas,” Koh said.
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