Tropicana Nov-Dec 2020 #133 The Festive Issue

Getha Lux Suites at The Gardens Mall
A successful initiative for Aurum has been its restaurant
and bar, Jin Gastrobar. “Serving all-day meals, cocktails and
much more, Jin is gaining popularity as a lunch and dinner
spot, as well as a place to get drinks after work. There are also
plans to start cafes in some GSC locations soon, which will
allow us to venture into the F&B market and complete the
lifestyle experience of movie going.”
Offline and online merchandising is another area which
will be tapped into. “We have recently started our very own
e-commerce platform, Keepsake and have sold our own
collection of “Hello. Cannot.” T-shirts that have been very
popular with customers.”
To mitigate and reduce the impact of the pandemic,
the management of Aurum applied stringent cost control and
cashflow management with the cutting of all non-essential
spending. “We also focused on improving on staff efficiency
in the cinema and maximising screening times, so more
movies and showtimes are available to our customers during
peak hours.”
In regard to highlights of the past year, Koh says:
“Most of our highlights came after we reopened in July. We
had our very first stand-up comedy show ‘Hello. Cannot.
Kam’ at Jin Gastrobar. It was hosted by Malaysia’s Queen
of Comedy, Joanne Kam and Steven Bones, and it was
completely sold out!”
“We also held a wine tasting event for M. Chapoutier
wines. Recently, there was a charity bazaar and art exhibit for
our ‘We Are All Special’ autism awareness campaign, which
was supported by four artists with autism.”
Exciting Plans Ahead
During this period when social distancing is key and people are
avoiding crowds, Aurum aims to be the cinema of choice in
view of its exclusivity and lower seating capacity. “Our focus is
to enable customers to discover the luxury cinema experience.
With this, we are running a host of promotions and offerings,”
says Koh. From now until the end of the year, one can watch a
movie at Aurum at ‘special’ prices (from RM70 onwards). All
seats also come with a selection of F&B from Jin.
Escape Studio I - Hygge Hall, The Scandinavian concept of comfort
Always a warm welcome at Aurum
“Continuing in the vein of what we have done this year,
we have a lot of exciting plans for Aurum next year to make it
a premier cinematic destination that accommodates cinemagoers
for more than just movies,” adds Koh.
“Building on the success of ‘Hello. Cannot. Kam’, we
have plans to organise regular live performances including
music and stand-up comedy, where admissions will be
bundled together with food from Jin. We are also exploring
the possibility of interactive experiences, which will be offered
alongside dining,” concludes Koh.
For more details, visit www.gsc.com.my
89 NOVEMBER/DECEMBER 2020 | TM