Afdlin Shauki of the Film Directors’ Association of Malaysia said the emergence of streaming platforms, which became increasingly popular during the Covid-19 pandemic and the subsequent movement restrictions, had seen fewer people in cinemas.
Afdlin, who has directed and starred in several films, said recent efforts by cinema chains to enhance the immersive experience for moviegoers would help boost attendance.
For example, Golden Screen Cinemas’ (GSC) Aurum Theatre and TGV Cinemas’ Indulge offer amenities such as comfortable recliners, gourmet dining options, and personalised services, catering to those seeking an elevated moviegoing experience.
Afdlin also suggested that cinema chains create new experiences for Malaysians such as drive-in cinemas.
“I think those kinds of things could really get people out,” he told FMT.
In 2021, CNN reported that drive-in theatres had saved the cinema industry in the US, generating 85% of the North American box office revenue in 2020.
GSC CEO Koh Mei Lee said cinemas could co-exist with streaming platforms as consumers crave a unique and immersive experience when watching movies.
“While streaming is enjoyed in the comfort of one’s own space, the cinematic experience offers a differentiated, immersive experience, complete with crisp audio and visuals.
“The social element of sharing excitement over watching new, much anticipated films starring one’s favourite celebrities is unmatched in the cinema,” she said.
Koh also said that cinema businesses need to adapt to the evolving landscape of moviegoing experiences in order to meet audience expectations and attract them to cinemas.
According to the National Film Development Corporation Malaysia, some 34.9 million people caught movies at the cinema last year, a slight increase from the 27.3 million moviegoers recorded in 2022.
Still, the figure pales in comparison to the 81 million moviegoers recorded in 2018 and 2019.
“Mentega Terbang” director Khairi Anwar said producing more compelling stories that resonate with audiences would encourage more people to invest in cinema tickets despite the costlier prices.
Currently, ticket prices for cinemas range from approximately RM14 to RM25 per person. Moviegoers only had to fork out about RM10 back in the early 2010’s.
“With the rise in ticket prices, people are more selective when it comes to watching movies in cinemas.
“So filmmakers have to tell stories that are of very good value to assure viewers that it is a worthwhile investment,” Khairi said, citing recent local hits such as “Mat Kilau” and “Abang Adik”.
He said Malaysia could also take a leaf from Indonesia, where appreciation for the arts such as theatre, film, and dance is nurtured from a young age through integration in the education system by the ministry of education and culture.
“When people have this exposure from an early age, their consumption of film, theatre or any type of art is different because they want to explore more than just the entertainment aspect of it.”