Tropicana Nov-Dec 2020 #133 The Festive Issue

Getha Lux Suites at the AurumTheatre-Mid Valley Southkey
“We continue to do
the same in the new
normal, giving our
customers a fresh
experience every time
they step into the hall
for a movie.”
The Jin Gastrobar at the AurumTheatre-Mid Valley Southkey
Koh Mei Lee, Chief Executive Officer of GSC
In November last year, Golden Screen Cinemas
(GSC) finally lifted the curtain on its ultra-luxe
boutique cinema Aurum Theatre at The Gardens
Mall Kuala Lumpur. Named after the Latin word
and chemical element representing gold, Aurum
features opulent halls with luxury recliners, private
cabins and bespoke hospitality.
Following Aurum’s successful opening in The Gardens
Mall, Mid Valley Southkey, Johor Bahru, the new flagship
established an even higher standard; upping the ante with
seven halls and a private screen for personal bookings and
events. It also has Jin Gastrobar, which offers contemporary
continental dining.
But then the COVID-19 pandemic struck the world.
How has it affected extravagant cinema experiences such as
Aurum? As it celebrates its one year-anniversary, it’s timely to
check on Aurum’s journey thus far.
One Year Later
“It has been an exciting journey for Aurum since we opened
our doors at the end of last year,” enthused Koh Mei Lee,
Chief Executive Officer of GSC. “The admissions have been
growing steadily since its opening and we are thrilled to see
that more people appreciate the experience of watching a
movie in true cinematic luxury. Jin Gastrobar is also attracting
its own crowd wanting to wine and dine there.”
Adds Koh: “We have received a lot of good feedback from
our movie-goers who share that once they have experienced
Aurum, it is hard for them to watch movies in a regular cinema
again. As such, we get a lot of repeat customers, who are also
becoming more accustomed to dining at Jin before watching
their movie – making it a complete cinematic experience,
comprising food, comfort and service.”
Of the impact caused by COVID-19, Koh says:
“The pandemic has put many businesses including GSC
under considerable financial strain. Industry admissions have
declined by more than 80% year-on-year (vs. 2019), due
to the lack of content as many tentpole movies have been
postponed to 2021 and beyond. As we launched Aurum in
November last year, we do not have year-on-year numbers to
comparatively gauge the impact of the pandemic on luxury
cinema.”
87 NOVEMBER/DECEMBER 2020 | TM