5 Major Ways GSC Golden Screen Is Redefining The Total Entertainment Experience In 2025

Golden Screen Cinemas (GSC) is no longer just a place to watch a movie; it has strategically transformed itself into a total entertainment and 360-lifestyle hub, a major shift that has culminated in 2025. This aggressive evolution, which includes a mix of consolidating older venues and heavily investing in high-tech, luxury, and family-friendly formats, is GSC's answer to the changing consumer preferences for out-of-home entertainment. With the current date of December 15, 2025, this article explores the latest, most significant updates and strategic moves by the leading Malaysian cinema exhibitor. The company's strategic plan involves moving from merely providing cinematic experiences to offering comprehensive entertainment journeys, evident in its recent openings at premium locations like The Exchange TRX and KL East Mall, even as it closes older outlets like GSC Citta Mall and Berjaya Times Square. This consolidation and expansion strategy is designed to optimize operational efficiency and align GSC's offerings with the demands of the modern, experience-driven market.

Golden Screen Cinemas (GSC) Corporate Profile & Strategic Overview

Golden Screen Cinemas Sdn. Bhd. (GSC) is the largest cinema exhibitor in Malaysia and a wholly-owned subsidiary of the PPB Group, which is a member of the Kuok Group.

• Parent Company: PPB Group Berhad (Kuok Group)
• Market Position: Leading cinema exhibitor and content distributor in Malaysia.
• Current Scale (Approximate): Over 639 screens in over 76 locations across Malaysia and Vietnam.
• Key Luxury/Premium Brands: Aurum Theatre, Velvet Cinemas by GSC, Gold Class, Premiere Class.
• Specialized Halls: GSC BIG, IMAX with Laser, 4DX, ScreenX, Dolby Atmos, Play Halls.
• Recent Strategic Focus (2024-2025): Strategic consolidation, digital transformation, and expansion into 360-lifestyle experiences (F&B, merchandise, events).

The Strategic Shift: 5 Key Pillars of GSC’s New "Golden Screen" Experience

The modern "Golden Screen" experience is defined by a multi-pronged strategy that emphasizes luxury, technology, family, and digital convenience. GSC is actively shedding its older skin to become a future-ready entertainment destination.

1. The Rise of Ultra-Luxury: Aurum Theatre and Velvet Cinemas

GSC has significantly invested in its luxury brands to capture the high-end market, moving far beyond traditional cinema seating. The Aurum Theatre is the flagship of this effort, providing a boutique, opulent cinematic experience.

• Opulent Comfort: Featuring bespoke service and lavish seats.
• Integrated Dining: Aurum Theatre includes F&B establishments offering a unique fusion of flavors, turning a movie outing into a complete continental dining experience.
• Retail Experience: The Keepsake section within Aurum offers movie merchandise and collectibles, extending the customer journey beyond the screen.

Velvet Cinemas by GSC is another luxe location that reinforces the commitment to elevated, premium experiences for discerning audiences.

2. Massive Investment in Next-Generation Cinematic Technology

To cater to serious movie buffs, GSC is aggressively adopting the most advanced theatrical formats, ensuring the best possible visual and auditory experience.

• IMAX with Laser Expansion: GSC expanded its partnership with IMAX, committing to six new and upgraded locations equipped with the state-of-the-art IMAX with Laser system. This system delivers crystal clear, lifelike images with brighter visuals, deeper contrast, and a wider color range.
• Immersive Formats: The cinema chain continues to champion multi-sensory formats like 4DX (motion seats and environmental effects), Dolby Atmos (spatial, crisp audio), and the unique ScreenX—the world's first multi-projection platform that provides a 270-degree viewing experience by extending the film onto the side walls of the auditorium.
• GSC BIG: These halls feature big format screens and enhanced spatial audio, offering an ultimate cinematic experience for blockbuster releases.

3. Strategic Consolidation and Expansion to New Hubs

A key, recent development is GSC’s strategic consolidation plan, which involves closing older, less profitable cinemas to focus resources on newer, high-traffic locations. This is an essential part of optimizing operational efficiency.

• Recent Closures: Outlets like GSC Citta Mall (October 2024) and the long-standing GSC Berjaya Times Square were closed.
• New Locations: The focus shifts to newer, high-patronage malls, including the recent opening of GSC KL East Mall and locations at The Exchange TRX and Lalaport BBCC, ensuring the brand remains visible in key urban centers.

4. The Family Focus: GSC Play Halls and Roadshows

Recognizing the importance of family audiences, GSC has invested in dedicated, child-friendly spaces. The GSC Play Halls are specially designed to cater to families with kids, offering a unique and less restrictive viewing environment.

• Interactive Fun: The GSC Play Family Play Date Roadshow (promoted in June/July 2025) highlights interactive games and activities featuring the GSC mascot, Jesse.
• Themed Parties: GSC is now offering movie-themed Play Birthday Party and Movie Packages, such as the *Ejen Ali The Movie 2* package, available at all Play locations.

5. Digital Transformation and "Super Jimat" Value

The movie-goer's buying journey has been digitized and automated through an upgraded mobile app and the introduction of Gen 5 ticketing and concession kiosks.

• GSC Rewards: The GSC Rewards app offers enhanced value with less GSCoins needed for perks and special movie formats.
• Value Deals: The "Super Jimat" offerings, active through mid-2025, provide significant savings, including up to 50% off on selected combos like the new Double Gyoza Combo, which even comes with limited-edition merchandise like a One Piece themed Griptok.

Expanding Beyond Film: GSC’s 360-Lifestyle and Community Hub Vision

GSC’s strategic vision for the future is to become a complete lifestyle and entertainment provider, moving beyond just screening films to curating immersive cultural events. The cinema chain is actively bringing in diverse communities through unique, non-traditional cinema events. A prime example is the debut of the Hybe Cine Fest 2025 in July, which brought K-pop experiences, including live concerts and immersive events, to the cinema setting and the surrounding mall area (WoW Plaza at Lalaport BBCC). Furthermore, GSC is broadening its content and educational reach through strategic partnerships. A collaboration with China's streaming platform iQiyi and a partnership with Kiddypedia World Inc. to spark learning through film demonstrate a commitment to being a holistic content and experience operator. This approach positions GSC as a central hub for entertainment, dining, retail, and community events, solidifying its role as the leading "Golden Screen" for a new generation of movie-goers.