“Cinemas can be profitable”: Why Shaw Theatres is investing more than ever while everyone else retreats
Here’s the strategy behind Shaw Theatres’ 90-year run It’s easy to conclude that Singapore’s cinema scene is in decline. After all, cinemas have been downsizing and closing in recent years, from fan-favourite indie cinema The Projector to the shuttering of Cathay Cineplexes after 86 years of operation. Data from the Singapore Department of Statistics also […]
Despite a declining cinema scene and the shift towards streaming, Singapore's Shaw Theatres is investing more than ever. After 90 years in operation, the theatre chain continues to operate eight outlets across the nation, maintaining its flagship at Shaw House on Orchard Road. Instead of aggressively expanding, the company has focused on reinvesting in existing cinemas and finding ways to keep audiences coming back.
One of Shaw's biggest investments has been IMAX, which it introduced to Singapore at its Lido flagship in 2011. IMAX screenings have consistently outperformed regular screenings, often selling out well ahead of standard showings. The company now operates five IMAX theatres, each built to strict specifications for screen size and auditorium design.
Shaw has also experimented with different cinema concepts designed to appeal to various audiences. Lumiere, introduced in 2010, combines in-theatre dining with premium seating. Lumiere first opened at NEX in February 2011 and has since been a single-location offering due to its unique kitchen infrastructure requirements. Lumiere offers a middle ground between premium seating and full dining experiences, debuting at Jewel Changi Airport and Paya Lebar Quarter in 2019.
In 2019, Shaw introduced Dreamers, a family-friendly concept designed specifically for young children. With lower seats and more spacious layouts, Dreamers aims to make moviegoing more comfortable for parents and their kids. Shaw introduced Dreamers at Jewel: Singapore's first and only cinema concept tailored for families with young children.
Shaw has noticed changing tastes beyond the cinema experience itself, such as growing demand for alternative content. Anime screenings, previously ad hoc, have become a larger part of Shaw's programming, growing from six titles in 2023 to 11 in 2024. The company has also seen a rise in special fan events, such as K-pop concert films and anniversary screenings of cult classics, which routinely sell out in under 15 minutes.
These shifts in content and experience have led Shaw to prioritize programming for niche communities. Rather than relying solely on Hollywood's release calendar, the company has increasingly curated content for niche communities, giving audiences more reasons to visit the cinema beyond the latest blockbuster.
Written by urgent.news from Vulcan Post's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
