GSC celebrates Malaysian heritage with #MalaysiaKuBangga campaign

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GSC celebrates Malaysian heritage with #MalaysiaKuBangga campaign

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Writer: Heidi Hsia

GSC celebrates Malaysian heritage

21 Aug - Leading cinema exhibitor Golden Screen Cinemas (GSC) is celebrating Malaysian heritage through a 360 #MalaysiaKuBangga campaign in conjunction with Merdeka and Malaysia Day.

As the nation celebrates its 67th year of independence, GSC's #MalaysiaKuBangga campaign features a series of vibrant locally inspired on-ground activations, cinema takeovers, movie titles, F&B delights, limited time concession promotions, collaborations with local brands such as Ouch! - a homegrown Takaful startup dedicated to protecting our community, merchandise and more.

Telling GSC's #LokalStory through an exclusive #MalaysiaKuBangga exhibition
Aimed at fostering Malaysian pride as a homegrown brand, a curated #MalaysiaKuBangga exhibit encompassing an illustrative showcase of GSC's journey from past to present will be showcased at Aurum Theatre, The Exchange from 30 August - 16 September.

GSC has evolved from screening just movies to providing total entertainment experiences under one roof. This transformation is captured in its latest showcase, a collaboration with local illustrator Yellobanana, that celebrates GSC's 37-year journey as a homegrown brand. Through these vibrant illustrations, the showcase highlights GSC's key milestones-from pioneering innovations like the shift from film reels to digital projection and introducing Malaysia's first IMAX with Laser, to navigating pandemic-era challenges that have reshaped cinematic experiences.

"Takluk: Lahad Datu" represents the bravery of our heroes in defending our country

Ms. Koh Mei Lee, Chief Executive Officer of GSC said, "As a homegrown brand, GSC's #MalaysiaKuBangga campaign unites Malaysians through the entertainment experiences they love - food, movies, and unique events. This Merdeka month, we're thrilled to release the locally-produced action film 'Takluk: Lahad Datu', inspired by true events. Above all, this campaign is a tribute to our customers, whose unwavering support has fueled our growth and continue to motivate us to provide the best in entertainment".

Elevating growth of #LokalFilms on the big screens
GSC and GSC Movies have continuously championed the growth of #LokalFilms in support of elevating the local movie landscape. Fostering a sense of patriotism through film, GSC Movies has an exciting line-up of local movies including the thrilling, action-packed title, "Takluk: Lahad Datu". This title also stands as the second Malaysian film to be showcased in IMAX and will also be available in Dolby Atmos format.

Representing an ode to the melting pot of Malaysian cultures through film, a rerun of the 2005 classic romantic drama directed by the late Yasmin Ahmad. "Sepet" will be making a reprise on the big screens at selected GSC locations including GSC Mid Valley, GSC 1 Utama, GSC Paradigm JB and GSC CityOne Kuching (priced at RM15 per ticket) from 29 August to 19 September.

"Sepet" will be showcased at selected GSC locations, priced at RM15 per ticket.

As part of GSC's efforts in providing opportunities and nurturing future local talent, GSC has embarked on a series of collaborative efforts through educational talks on the local entertainment landscape with local universities including Taylor's University and Universiti Teknologi Mara (UiTM). In 2023, GSC International Screens, championed its own Malaysia Animation Film Festival ('MAFF'), a platform for local animators to bring their creativity to life on the big screens, and is set to reprise its second edition in October 2024. The effort is a starting point to showcase their craft to Malaysians and eventually the world.

Igniting tastebuds with #LokalDelights
This Merdeka month, GSC is serving up its own twist on a local favourite - Nasi Lemak Popcorn, with a burst of distinct flavours from sambal and anchovies, available at all GSC locations and all Aurum Theatre locations*. (*Whilst stocks last)

From 20 August, F&B establishments including JIN Gastrobar, The Gardens Mall and Midvalley Southkey JB and Velvet Restaurant and Bar, 163 Retail Park are offering delectable Merdeka-themed delights. For a sweet treat, Kissa Cafe and Diner, The Exchange TRX will be offering exclusive Malaysian-inspired desserts including Onde Onde Cake and Pulut Hitam Cheesecake.

Immerse in live music performances with #LokalEntertainers
In line with supporting local talents together with PPB Group and in the spirit of Merdeka month, there will be an exciting line-up of live music performances by local artists at Aurum Theatre, The Exchange TRX, Velvet Restaurant and Bar, 163 Retail Park and JIN Gastrobar, The Gardens Mall.