Cinema chain GSC to shutter selected outlets as it targets strategic locations

Malaysian cinema chain Golden Screen Cinemas (GSC) plans to consolidate selected sites for greater operational efficiency as it targets increased market share in strategic locations.

As part of its new strategy, GSC Central Square Sungai Petani will be consolidated by early June in a bid for strategic redeployment to GSC Amanjaya mall which is within a seven-kilometer radius.

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GSC CEO Koh Mei Lee reportedly said that the move was prompted by the saturation of malls in Klang Valley all vying to entertain its customers, as reported by New Straits Times.

Speaking on the recent closure of GSC Berjaya Times Square, Koh reportedly added that GSC’s new strategy has resulted in the closure of older cinemas in malls with less footfall with newer cinema locations nearby given priority.

She explained that it will also enable GSC’s on-ground crews to focus on strategic locations with higher footfall and population density.

As it seeks to increase market share, it plans to launch GSC KL East Mall on 20 May and recently launched the Aurum Theatre at The Exchange TRX and Velvet Cinemas by GSC at 163 Mont Kiara.

"Through embracing technological advancements and fostering a culture of innovation, we ensure that every visit to our cinemas is an unparalleled journey tailored to the evolving preferences of our moviegoers," explained Koh.

GSC also reportedly plans to bring a stronger line-up of regional titles from China, Indonesia, Singapore, and Korea to help bridge the content gap to get audiences excited for a cinematic experience.

GSC recently opened the Aurum Theatre at The Exchange TRX. The mall has been a popular choice for retailers since its recent launch at the end of 2023.

In fact, the mall had an extensive campaign that aims to position The Exchange TRX, as a fusion between a premium retail destination and avant-garde lifestyle space to cut through the competitive retail landscape in the city.

Titled, “Where ordinary becomes extraordinary”, the campaign was done by sister agencies under the Foetus Group with Naga DDB Tribal as the creative agency, Ampersand Advisory as the media agency and Milk PR handling the communications. The three agencies also worked together with The Exchange TRX's real estate developer, Lendlease on the project.

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