GSC expands premium formats, events, and lifestyle offerings as cinema attendance remains below pre-pandemic levels.
Malaysia’s largest cinema operator is reshaping the traditional moviegoing experience, responding to changing consumer habits with entertainment concepts designed to give audiences more reasons to leave home.
Attendance Remains Below Pre-Pandemic Levels
Golden Screen Cinemas, or GSC, said attendance remains about 20% below pre-pandemic levels, despite signs of recovery. Chief executive Koh Mei Lee said audiences have become more selective and increasingly seek premium, immersive, and event-driven experiences when deciding whether to visit a cinema. GSC currently operates 505 screens across 53 locations nationwide.
GSC Expands Beyond Traditional Screenings
GSC has responded with special screenings, concert films, live viewing parties, and themed events. Recent examples include ScareFest 2026, a 24-hour Spider-Man: Brand New Day marathon, a FIFA World Cup Final viewing party, and Winefest 2026. Koh said these events are intended to complement movies by turning cinemas into broader social and entertainment spaces.
Premium Formats Become Bigger Draw
The company is also investing in premium technology such as IMAX, 4DX, and ScreenX, including new IMAX with Laser halls at GSC Paradigm in Johor and IOI Mall Damansara. Koh said streaming has changed moviegoing behavior, with some audiences reserving theater visits for major blockbusters and premium-format releases that provide experiences difficult to recreate at home.
Operating Costs Remain Major Challenge
Koh said cinemas continue to face high fixed costs from technology maintenance, utilities, and staffing. She highlighted the Federal Territory’s reduction of entertainment duty from 25% to 10% in 2024, which remains in effect until December 2028, as important support. She also reiterated industry calls for broader relief to help operators invest in infrastructure and digital upgrades.
Food, Merchandise and Community Gain Importance
GSC has seen stronger interest in themed food and beverages, limited-edition merchandise, fan events, and community gatherings. Its rewards program and promotional activities are also being used to encourage repeat visits. Koh said the company expects a stronger second half of 2026, supported by upcoming major releases including Dune: Part 3 and Avengers: Doomsday.
For Malaysians, the industry’s shift shows how cinemas are adapting to changing habits by combining movies with technology, events, food, and community experiences. For Singaporean and Indonesian readers, Malaysia’s approach offers a regional example of how traditional entertainment businesses are responding to streaming competition and more selective audiences.
Sources: Malay Mail (2026) , Yahoo! News Malaysia (2026)
Keywords: Malaysia Cinema Industry, GSC Malaysia, Cinema Attendance, Streaming Platforms, Premium Cinema, Malaysian Entertainment
