KOH MEI LEE
CEO GOLDEN SCREEN CINEMAS
How is the company coping in the current economic climate without compromising its brand presence?
As a total integrated entertainment provider, comprising exhibition, distribution, and production, Golden Screen Cinemas believes in delivering enriching cinema experiences to our customers.
We stay at the top of our game by constantly innovating and transforming the way audiences experience the magic of the movies with new and exciting cinematic technologies, high-quality alternative content, and lifestyle offerings that bring value to our cinema-goers in Malaysia – so that they can relax, enjoy, and have a fun and memorable time at the movies.
Should brands be packaged differently, not only demographically but emotionally?
Brands that personalise an experience for their customers rather than sell a onesize fits all solution is likelier to enjoy better brand recall.
Watching a movie is a particularly emotional experience, which is why we at GSC believe in meeting the needs of individual customers rather than catering to specific demographic groups.
We are focused on delivering a variety of experiences that “speak” differently to our movie-goers, as we aim to tailor and create movie moments for people from all walks of life.
what is the most significant aspect of creating powerful, effective branding?
It is important for a brand to find an identity and a niche that sets it apart from its competitors. This gives the brand a purpose and direction for its goal and its growth. As a leader in the entertainment industry, GSC has paved a way for its development as a pioneer in cinematic innovation, as we are constantly reinventing the concept of the traditional multiplex.
In an increasingly transparent world, how can brands strengthen their brand equity?
With the advent of social media, brands can create a persona that connects with customers, enabling them to have meaningful conversations, while pushing targeted content that is relevant to them. Utilising this voice and personality helps GSC connect with younger audiences better, but it also enables us to showcase what we stand for as a reliable, trusted, and honest brand.
what makes a brand memorable given the short attention span and all sorts of content screaming at customers?
The brand that stands to be the most memorable is the one that understands content marketing and the power of crafting smart, thoughtful, and authentic stories that resonate with audiences. By finding relevance in the lives of consumers, brands who master the art of creating thumb-stopping social or digital content stand to win them all.