No longer just movies: Malaysian cinemas reinvent themselves for a new generation as audiences evolve

KUALA LUMPUR, Oct 4 — The traditional cinema experience is no longer confined to simply watching movies, as modern audiences now seek more thrilling shared experiences. This shift, attributed to a combination of the rise of over-the-top (OTT) platforms, the Covid-19 pandemic, and evolving audience preferences, has reshaped the way people perceive cinemas today.

GSC, the largest cinema chain in Malaysia with 505 screens across 53 locations, has witnessed a 20% drop in attendance compared to pre-pandemic levels. GSC Chief Executive Officer Koh Mei Lee highlighted that consumer behavior has changed, with audiences now demanding premium, immersive, and event-driven experiences. To cater to this demand, GSC has diversified its offerings, including fan-centric events such as special screenings, concert films, and live viewing parties featuring interactive activities and freebies.

They have also introduced premium large-format screens like IMAX, 4DX, and ScreenX, and hosted events like ScareFest 2026 and the Football Final Live Viewing Party. By investing in these diverse experiences, GSC aims to connect storytelling, technology, lifestyle, and community, while preserving the magic of big-screen cinema.