Text: Alex Low
As I ascend to Golden Screen Cinemas, located on the top floor of The Exchange TRX, it’s hard not to be impressed by its scale and grandeur. In the vast confines of the space lies several world-class cinema halls, a bar and a dedicated omakase dining area all framed by a stunning interior rivalling a luxury hotel.
This setup didn’t emerge out of thin air, of course. It required meticulous planning, visionary rebranding, as well as sheer commitment in the face of adversity – which is why it’s incredibly exciting to come face-to-face with the orchestrator of this initiative – Chief Executive Officer of Golden Screen Cinemas, Koh Mei Lee.
As the head of GSC, Koh boasts an impressive résumé: she leads a cinema chain with 498 screens across 52 locations – the largest of any movie exhibitor in the region. To local cinephiles, however, meeting Koh is akin to meeting the titular character from The Wizard of Oz.
For almost four decades, GSC has been shaping the landscape of the local motion picture exhibition industry. Like the fictional Land of Oz, the theatrical experience offers escapism that allows viewers to immerse themselves in different worlds and experiences.
Koh Mei Lee, Chief Executive Officer at Golden Screen Cinemas.
Unlike the wizard, who relies on deception and illusion to maintain control over a fantasy world, Koh channels her power and influence within the company with clear purpose – getting people to the cinemas as well as giving back to the community.
“I think going to the movies is a timeless activity,” Koh says when asked about her commitment to the art of cinema even after two decades in the industry. “For instance, there’s a recent film called How To Make Millions Before Grandma Dies, and it’s so enriching to see multi-generational families going to watch the movie together. It’s magical, and there’s nothing like watching a movie on the big screen in a darkened hall with strangers; it’s a truly communal experience.”
Reimagining Cinema
Aurum Theatre, The Exchange TRX. Photo: GSC.
As our conversation deepens, it’s clear that Koh is an avid moviegoer herself. She enjoys Wong Kar-wai films, anime, big tentpole movies — and chances are, if you have a favourite film, she’s probably seen it. But the shared joy of cinema was tested in ways no one in the industry could have anticipated.
While GSC remains the dominant player in the industry, running a company of such calibre is far from a walk in the park, especially during the COVID-19 pandemic. “The pandemic was undoubtedly one of the most significant challenges for GSC in the industry. We were the first industry to close, and one of the last to open. Just when we were fully open in 2023, we had to face the Hollywood strikes, which disrupted our content pipeline. It was truly a difficult period for us,” she recounts.
“I think going to the movies is a timeless activity. It’s magical, and there’s nothing like watching a movie on the big screen in a darkened hall with strangers; it’s a truly communal experience.” — Koh Mei Lee
Yet, adversity sparked immense innovation. With audiences growing accustomed to consuming streaming content from home, Koh and her team transformed the moviegoing experience. Amid uncertainty, GSC launched two new cinema concepts: Aurum Theatre and Velvet Cinemas. These lifestyle-driven experiences transformed the moviegoing experience into a holistic journey, combining premium halls with gourmet F&B, themed events, ready-to-eat snacks, and curated merchandise.
“A night out is actually complemented with more than just a movie,” Koh shares, describing how GSC diversified its revenue streams beyond ticket sales. “I always tell everyone that innovation is in GSC’s DNA, and we’ve embraced it by creating a truly differentiated offering.”
Box-Office Moves
Koh’s unwavering stance on innovation would be reflected in several strategic decisions. As part of its rebranding efforts, the company closed some of its underperforming locations to refocus resources on its premium cinemas and introduced a loyalty programme to foster deeper engagement with moviegoers.
Recognising a reliance on Hollywood content, Koh drove investments in local film production, aiming for a more balanced and consistent pipeline of films. “All of these initiatives better positioned us for a stronger recovery when the industry normalised and content returned,” she affirms.
Koh’s knack for innovation extends beyond the movie screen, as GSC has been involved in several local initiatives for years. First introduced in 2022, the Loving Autism campaign was years in the making and has made significant strides in raising awareness within the community.
Beyond surface-level advocacy, GSC goes above and beyond for autistic individuals. With tremendous care, the company ensures that selected halls are specifically calibrated to accommodate the needs of those on the spectrum. Because individuals with autism often struggle with sensory overload, cinemas can be a challenging environment — but GSC strives to create a more comfortable and welcoming experience for them.
Community In Focus
GSC has elevated moviegoing for Malaysians.Photo: GSC.
Building on its commitment to inclusivity, GSC also champions a variety of community-driven initiatives that promote wellness and connection across all age groups. Koh is committed to walking the talk — or running, to put it more aptly — quite literally. “That’s why we started campaigns like Popcorn Run and Play Fest, because we wanted to bring communities together through vibrant and healthy activities,” she explains.
“Whether it’s family bonding, hanging out with friends, or enjoying a premium viewing experience at our cinemas, GSC offers something that appeals to different lifestyles. And we want to ensure that we remain connected to all segments of our audience,” she adds, highlighting GSC’s dedication to inclusivity and diverse experiences.
In addition, the local cinema chain has made tremendous efforts to support senior citizens by offering special rates and even health screenings at selected halls. Koh understands the importance of stories — not just those told on the big screen, but those that take place within the communities themselves.
Screen Time
Enhanced experiences and formats take the cinema experience to another level. Photo: GSC.
If there’s one thing for certain, it’s that GSC likes to stay at the top of its game technologically. Whether it was the THX-calibrated sound systems back in the day, or the current premium formats of IMAX and Dolby Atmos, GSC delivers the best technology possible for its audiences.
While GSC strives to be the de facto choice for blockbuster epics, don’t let its ambitions fool you into thinking it doesn’t extend the same spectacular treatment to arthouse, independent, and even foreign titles. As the Malaysian host for international film festivals such as the Japanese Film Festival and the French Film Festival, GSC has brought a remarkable library of international titles to audiences.
“We work very closely with embassies and cultural institutions because we know the types of movies that the Malaysian audience prefers. Of course, relevance is one, genre is another, and they like action-oriented films. They also tend to gravitate towards something that’s sentimental or has cultural values,” Koh explains, elaborating on the increasingly diverse tastes of moviegoers across Malaysia.
Bringing Magic To Movies
Looking ahead, Koh remains optimistic about the ever-evolving role of cinema. “I’m actually very, very optimistic about the future of cinemas. Of course, streaming has certainly changed the way people consume content. But I do believe they are complementary, not direct competitors — and I believe both platforms can thrive in the ecosystem, because they cater to very different needs,” Koh adds.
As the interview wraps up, I make a point to tell Koh about the impact GSC has had —not just on the local moviegoing scene, but on cinephiles like myself. I share that 1998’s Mulan is the first movie I’ve ever seen, and that the screening took place at one of its cinemas, an experience that played a pivotal role in my life.
Expressing her gratitude, Koh responds warmly: “Hearing such stories brings me immense joy.” With over 25 years in the game, Koh shows no signs of slowing down, and there are many more exciting chapters ahead for the renowned local cinema chain. And we can’t wait to see what’s coming to its cinemas next.
Photography: Lily Allissa
Art Direction: Amos Yip & Khairani Ramli
