The Future Of Movie Theatres In Malaysia

Will Malaysian cinema operators be pioneers or simply followers?

Remember when movie theatres used to be single-screen palaces with thick, plush carpeting and well-dressed audiences? Going to the movies in the old days was a treat, almost a thrill, and, most importantly, an experience! There was air conditioning (many even wore sweaters—imagine that!), suited or waist-coated ushers, screen curtains that were remotely drawn, and, of course, that giant screen. There was also that sense of “connection” with a large and enthusiastic crowd. The sense of a shared adventure. Those were the golden days of cinema.

Then, VCRs arrived. At first, it seemed like that was the end of the cinema. Many of us felt we might as well just stay home and wait for the video to be released. That didn’t last very long, because sitting on your lumpy couch and watching a video on a 20 or even 28-inch screen was just not an “experience”.

For a while, movie theatres did see a declining audience. Then, along came cineplexes. It almost revolutionized the movie viewing experience at the end of the 20th and early 21st centuries. For starters, we got “stadium seating,” so that we were no longer looking at the backs of the heads of viewers in front of us. The seats were more comfortable and recline-able, and we were even offered blankets for that cosy “home” feeling. We got a wider range of snacks at the concession stands, and with online booking, there was no more queuing for tickets. As we journey into 2024 and beyond, Malaysian cinema operators are poised to lead the charge into a new era of entertainment.

So, what's in store for 2025 and beyond?

"We're renegotiating our relationship with cinema", says movie producer Anita Gou (The Farewell, Honey Boy).

"Streaming is the way of the future, but it won't kill the cinema. In fact, I think moviegoing will become more "event-ized,” where it's like going to the theme park or a concert, as opposed to your regular viewing experience."

Jane Rosenthal, the Oscar-nominated co-founder of Tribeca Film Festival, opined,

"We've got to fix up the theatres so that people say, “I want to be here, and I want an experience that takes me beyond just watching something on a screen.”

Stop thinking of these communal big screens as being made simply for movies. "I could imagine theatres embracing long-form even more," says film and TV director Sterlin Harjo. He points to the recent surge in lushly produced, devoutly followed TV shows: "If I could watch Game of Thrones every week at a theatre with my friends, that'd be exciting."

"I think theatres will evolve and host social events," says Netflix global film head Scott Stuber. 

"They'll make deals with sporting leagues, so you can watch the games on weekends. And there will be a place for big-event television." Imagine if we could go to the cinema with our friends to watch the World Cup!

Some propose a more radical solution: cinema operators need to explore the use of augmented and virtual reality technologies to offer a completely new and unique experience to moviegoers. Augmented reality could allow for interactive movie elements, like characters appearing in the audience or product placement that comes to life, whereas virtual reality could transport the viewer to the world of the movie, creating a more interactive and engaging environment. This could also extend to the films themselves, with movies featuring interactive elements that allow viewers to vote on the outcome or influence the storyline.

Industry veterans point out that, in order to keep the lights on, theatre owners will need to invest in their spaces. Will Malaysian cinema operators take stock of their business model and take the lead? The technology is already available. Or will they wait for Kwai Lo to lead the way? We’ll just have to wait and see.

So stay tuned, because the best is yet to come!