GSC to rebrand Signature and announces partnership with GETHA
Golden Screen Cinemas (GSC), Malaysia’s leading cinema exhibitor, today announced a partnership with GETHA, the nation’s notable manufacturer of 100% natural latex foam lifestyle products. Through this partnership, GSC revealed its plans to rebrand its boutique cinema offering, GSC Signature, to a new, ultra-luxe offering – Aurum Theatre. As part of the affiliation, Aurum Theatre will include co-branded halls with GETHA, featuring exclusively-designed suite-styled seating with luxury recliners that are designed to deliver a more relaxed and opulent movie experience.
The especially co-branded halls with GETHA will be known as the GETHA Lux Suites, which will be the platinum standard in extravagant cinema experiences. GETHA Lux Suites will be located at both The Gardens Mall in Kuala Lumpur, and at The Mall, Mid Valley Southkey in Johor Bahru with two and three halls respectively. As the next evolution of GSC’s premier boutique cinema, Aurum Theatre is designed to deliver an unparalleled cinema experience like no other, and aims to transform movie-going into an unforgettable experience with true style and class.
“We’re proud to announce our collaboration with GETHA to build the country’s first-ever luxury cinema suites for our new boutique cinema – Aurum Theatre. For the last 13 years, GSC Signature has always been at the forefront of luxury cinema, delivering unparalleled cinema experiences, and as GSC continues to innovate as a brand, it is only natural that we continue to drive new, luxurious, and prestigious experiences for cinema-goers in Malaysia,” said Ms. Koh Mei Lee, Chief Executive Officer, Golden Screen Cinemas.
Ms. Koh Mei Lee, CEO of GSC giving her welcome speech and brief introduction to the brand-new GETHA Lux Suites, which will be available exclusively at Aurum Theatre.
“This partnership with GETHA will enable us just to do that, and we believe our customers will truly appreciate the high-quality latex products and comfort that GETHA is well-known for. These luxury recliners, combined with our personalized butler service, fine food and drink, and top-of-the-range cinematic technology will make every visit to our cinemas a lavish experience that will be positively memorable no matter the occasion,” she added.
“As GETHA celebrates our 50th anniversary, we continue to endeavour onto new concepts of luxury and innovation that can be catered to all Malaysians. This has been made possible with our collaboration with GSC in creating the GETHA Lux Suites; an ultra-luxurious cinematic experience with the comfort of Malaysia’s national treasure: 100% natural latex. It is important to us to provide a comfortable and supportive experience, which not only complements but elevates the movie experience,” said Ms. Melissa Tan, Chief Executive Officer, GETHA. “We are proud of our partnership with GSC, Malaysia’s leading cinema, as it exemplifies the First Class experience that Malaysian hospitality has to offer.”
Ms. Melissa Tan, CEO of GETHA delivering her speech on GETHA’s collaboration with GSC, which will be a first for Malaysian cinema.
The GETHA Lux Suites were specially designed by Italian architect, Marco Fumagalli. Known for his innovative designs, Fumagalli projects surpass traditional limits for extra added value. In addition, the Aurum Theatres will also feature other ultra-luxe halls with private cabins and thematic theatres, all of which come with bespoke service and contemporary dining. Aurum Theatre will also feature – for the first time – a standalone gastrobar that will give movie-goers a place to feast and while the time away before their movie.