Golden Screen Cinemas, One Of Cinema Giant In Malaysia

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Author: teropong | August 6, 2007 - 11:55 am

Golden Screen Cinemas is one of the biggest cinema operators in Malaysia. It has grown in leaps and bounds over the last two decades. Thirty years ago, when folks in the United States and its neighbouring countries were excited about Star Wars, Malaysians had to be content with just reading about it in the newspapers.

One Malaysian remembers how he waited for 14 months for the film to arrive on our shores! Then things improved slightly in the 80s, with the waiting period being shortened to just a few months. Irving Chee, the general manager of Golden Screen Cinemas (GSC), explains that the delay was due to the high cost of 35mm prints and shipment.

gsc golden screen cinemas “Movies were released here a few months after being released in their country of origin, except for selected Hong Kong movies that were released simultaneously here. And blockbusters were shown only in selected large cinemas.”

Filmmaker Amir Muhammad, who studied at Victoria Institution, Kuala Lumpur, has fond memories of watching films like Jurassic Park and Indiana Jones at Rex Cinema, which was only a few minutes’ walk from his school.

“I had to wait a long time to get the tickets,” recalls Amir. “People were selling scalp tickets for double or triple the original price.”

Nowadays, Malaysians get to see a blockbuster film on the big screen even before it opens in the United States, a measure that apparently curbs piracy. Such films are easily accessible now, with the many multiplexes in city centres.

Time-saver

Nonetheless, when a big film opens, the queues are still atrociously long, despite the fact that one can book tickets via the Internet and phone. It could be that many people are still buying tickets the old-fashioned way.

Amir agrees that the online ticketing system is a time-saver. “Time is more valuable now. But then, we still waste time looking for parking.

“One major complaint today is that movies don’t start as scheduled. The first few minutes are spent on commercials and people are forced to watch them,” he adds.

GSC has been operating for two decades now, and has had its share of ups and downs.

While some lament the passing of stand-alone cinemas and feel that modern cineplexes have a less personal feel, others are thankful for the plush, comfy seats, fantastic sound system … and no rats scuffling around.

First-class and business-class halls

More changes are in the pipeline. The company will be introducing first-class and business-class cinemas by year-end at GSC @ Gardens at Mid Valley City, KL (the second phase of Mid Valley Megamall, opening next month).

Chee describes this new out-of-home entertainment destination as a premier cinema.

Basically, it means that GSC is taking its “Gold Class” exclusivity a step further. GSC @ Gardens will feature two Gold Class cinema halls and five Premiere Class halls. The existing Gold Class halls at Mid Valley Megamall and the new wing of 1 Utama in Petaling Jaya, Selangor, house a super luxurious 32-aisle-seat hall with attached private lounge. Premiere class is similar to Gold Class but it has double the number of seats (around 80). The tickets for Gold Class halls at these outlets cost RM40 apiece. At press time, the ticket price for halls at GSC @ Gardens is still undetermined.

“In 1999, GSC became the first cinema chain in Malaysia to offer a Gold Class auditorium with an attached lounge. We realised that there was a group of discerning and up-market moviegoers who would enjoy a movie experience equivalent to the first-class service on board a plane,” says Chee.

“Apart from the standard picture quality and state-of-the-art digital sound that make up the usual movie experience in normal GSC halls, the Gold Class hall offers patrons even better service, wide and comfortable reclining seats, and a table for every two seats with a service call button. We were trying to tap into a group that does not generally go to the cinemas.”

GSC Pavilion KL at Jalan Bukit Bintang, which will be like GSC 1 Utama with 13 halls and one Gold Class hall, will be opened to the public before the end of the year. If one is more comfortable with the more familiar venues, worry not. “We will continue to upgrade and monitor all our cinemas to provide the best movie-going experience possible in each location,” Chee assures.

Those who have been frequenting GSC Mid Valley would have noticed that the seats are more comfortable as the cinema is undergoing a facelift.

GSC started operations in 1987, running stand-alone cinemas. Known as Golden Communications (M) Sdn Bhd (GC), it was a joint venture between Perlis Plantation Bhd (PPB) and Golden Harvest (Int) Ltd. It operated a chain of 30 cinemas leased from Shaw Brothers.

“In 1990, PPB acquired Borneo Film Organisation Sdn Bhd (BFO). BFO, together with its subsidiary Cathay Organisation (M) Sdn Bhd, operated a chain of 30 cinema halls. That same year, Cathay opened Malaysia’s first two-screen cineplex at Odeon Cineplex, KL, with a seating capacity of 284.

“In 1993, GC opened Malaysia’s first purpose-built, two-screen cineplex with a seating capacity of 700 in Bayan Baru, Penang. Cathay opened Malaysia’s first four-screen and five-screen cineplexes in Cheras Leisure Mall, KL, and Pelangi Leisure Mall, Johor, respectively, in 1995.

“When GC merged with BFO, in 1997, we were operating 55 cinemas with 86 screens,” says Chee.

In the last 20 years, the establishment has achieved a number of high points that have changed the way the masses watch movies.

Niche audience

“International movies or art house movies are typically serious, non-commercial, independently-made films aimed at a niche audience.

“We realise there exists a group of international movie fans who appreciate this idea. This group is still relatively small, but the introduction of international screens in GSC has helped educate and garner the attention and interest of some of our younger movie-going audiences.

“In addition, by offering award-winning foreign films from non-traditional sources, such as France, Holland, Iran, Australia, Japan and Germany, GSC is giving moviegoers a wider choice of films,” says Chee.

These international screens are also venues where films sponsored by foreign embassies here during their film festival season are showcased.

Most recently, the Sixth French Arts Festival dedicated a selection of new films – including La Mome (La Vie en Rose), the film that opened this year’s Berlin Film Festival – at GSC 1 Utama, GSC MidValley and GSC Gurney Plaza, Penang.

Enter digital projection

In 1999, digital projection was introduced in six venues across the United States, playing Star Wars: The Phantom Menace.

In 2004, GSC launched its electronic cinema (e-cinema) at Mid Valley and Gurney Plaza, which uses high-end LCD projectors. This has allowed independent filmmakers like Deepak Kumaran Menon and James Lee to showcase their works – Chemman Chellai and Before We Fall in Love Again – which were filmed using digital cameras, to the Malaysian public.

Furthermore, GSC has introduced Glitters, a store located at the lobby of the 1 Utama cineplex. It sells movie merchandise. Glitters at 1 Utama and Gurney Plaza also doubles as a café.

As far as nibbles are concerned, it is quite a shame, though, that one-time favourite snacks such as kuaci, peanuts, steamed peanuts, sotong kering (“the aroma was unforgettable,” says one avid moviegoer), keropok udang and burgers are not available.

“These days, cinema operators are so anal about patrons buying only from their concession stands,” the said moviegoer grumbles.

Despite the many obstacles – such as the economic downturn, piracy, competition from addictive TV programmes and the DVD culture – watching movies on the big screen is not about to fade into the sunset.

“The experience that one gets from watching a movie on the big screen still differs from other forms (of entertainment). With comfortable seats, excellent sound and good projection, and readily available food and drinks, the cinema-going experience remains one of the favourite pastimes of Malaysians,” Chee concludes.

source : Mass Media

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