KUALA LUMPUR: Golden Screen Cinema (GSC) Sdn Bhd has confirmed that its GSC Citta Mall location will close on Oct 30, 2024, as part of a strategic plan to improve operational efficiency.
Chief executive officer Koh Mei Lee explained that consolidating the GSC Citta Mall operations will allow the team to concentrate on more strategic locations with higher foot traffic, such as the nearby GSC Paradigm Mall, which is less than 5 km away.
"GSC's focus is on bringing future-ready entertainment experiences to moviegoers, taking into consideration changing consumer preferences at viable locations and adapting to current market conditions.
"Other recent on-ground operational efficiency initiatives include the digitisation and automation of the moviegoer's buying journey, which includes a recent upgrade of GSC's mobile app and the introduction of their Gen 5 ticketing and concession kiosks," she said in a statement.
Koh added that these improvements are designed to deliver top-tier service to moviegoers.
Acknowledging the evolving trends in entertainment preferences, GSC has shifted its approach from providing traditional cinematic experiences to offering comprehensive entertainment journeys. Recent openings like Aurum Theatre at The Exchange TRX, Velvet Cinemas at Sunway 163 Mall, and GSC KL East Mall reflect this strategic evolution.
Previously, GSC announced the closure of its outlets at Klang Parade Mall and Heritage Mall Kota Tinggi on April 1, 2024, following the shutdown of its 3 Damansara Mall branch in March after 15 years of operation.
The company announced the decision to close the Klang Parade and Heritage Mall locations via its online platform on March 20.
Last year, Berjaya Times Square Kuala Lumpur welcomed mmCineplexes as a new anchor tenant to replace GSC after GSC decided to relocate from the mall after 17 years. GSC now operates at LalaPort, situated within the ongoing development of Bukit Bintang City Centre, which occupies the former Pudu Prison site.
The Berjaya Times Square location ceased operations on November 26.
Business Times reported early this year that GSC is expected to close additional outlets in 2024, a move driven in part by increasing competition from streaming services.
Platforms like Netflix, Amazon Prime Video, and Disney+ have gained popularity, offering a vast array of content accessible from home. Unlike traditional cinemas, which have fixed showtimes, these streaming services allow on-demand viewing, giving consumers greater flexibility.
Industry insiders note that the COVID-19 pandemic accelerated the shift toward streaming as people sought safe entertainment options during lockdowns and social distancing periods. In response, cinema operators like GSC have been adjusting by enhancing the in-theatre experience, introducing premium amenities, and securing exclusive releases to draw audiences back.
However, rising ticket prices remain a concern for budget-conscious moviegoers