Malaysian cinemas pivot to fan events and premium screens as audiences evolve

Malaysian cinema operator GSC is reinventing itself beyond traditional movie screenings, shifting to fan-centric events and premium formats as audience attendance remains roughly 20 percent below pre-pandemic levels, according to CEO Koh Mei Lee. The company has introduced interactive experiences like ScareFest 2026, a 24-hour Spider-Man marathon, and Winefest 2026, while investing in IMAX with Laser halls. Koh cited high operating costs and evolving consumer behavior driven by streaming platforms as key challenges, noting government Entertainment Duty relief has helped but calling for its full abolishment. GSC expects a stronger second half of 2026 with upcoming blockbusters like Dune: Part 3 and Avengers: Doomsday, while continuing to offer themed food, merchandise, and loyalty rewards to create experiences that cannot be replicated at home.