With the signing of a new beverage concession agreement, Coca-Cola Malaysia has extended its almost three-decade strategic alliance with the premier cinema exhibitor, Golden Screen Cinema (GSC) on March 31, 2023.
Mr. Louis Balat Joseph, Chief Executive Officer of the Bottling Investments Group of Singapore, Malaysia, and Brunei and Ms. Koh Mei Lee, Chief Executive Officer of Golden Screen Cinemas, signed the memorandum of understanding during an event conducted at the Aurum Theatre in Kuala Lumpur.
As they have been partners since 1987, a total of 36 years, this renewed alliance will begin a new chapter that aims to accelerate their growth, since both companies have experienced substantial growth over the years. This is the fourth agreement Coca-Cola has signed with GSC in the past 12 years, the most recent of which was renewed, and will last through March 2026.
“To be completely honest, it doesn’t matter what day or year it is. It’s about building that trust together, to continue developing solutions for our consumers and also enhancing their experience. I think the timeframe of every contract is just a formality. We are here to develop and commit to our consumers and that’s where the magic of this partnership lies,” said Mr. Louis Balat Joseph, Chief Executive Officer of the Bottling Investments Group of Singapore, Malaysia, and Brunei.
Ms. Koh Mei Lee, the Chief Executive Officer of Golden Screen Cinemas, further stated that the reason for this partnership’s success over the years is that both companies have similar brand values. Always emphasising the importance of the customer, they frequently seek to provide consumers with new innovative and exciting products. GSC will be looking to build more locations in the next three to four years’ time and this year, they expanded at IOI Putrajaya by opening five screens, while the remaining eight screens will be open sometime in May.
“It’s exciting to say that we will be having a new brand coming into the market, collaborating with Coca-cola, at 163 Mont Kiara and KL-East Mall. We will be expanding our partnership and beverage offerings to not only existing cinemas but also to our future locations, making them available to a larger market,” said Ms. Koh.
Coca-Cola and GSC will launch a special limited-edition giveaway for customers to mark this renewed alliance, giving them the chance to win one of just two “Coca-Cola”-branded Vespas in the entire world! To participate, all you need to do is spend more than RM50 in a single transaction for movie tickets and Coca-Cola combos at GSC cinemas. Fans of motorcycles and scooters may also get up close and personal with their favourite rides at the Vespa Bike Exhibition, which is on display in specific GSC locations.
From March 31 to May 8, GSC will also feature a stunning wayang kulit exhibition at Aurum Theatre, The Gardens Mall, in honour of the Raya celebrations. The exhibition, which was created by local contemporary visual artist and co-founder of Fusion Wayang Kuilit, Tintoy Chuo, tells the tale of the partnership between the two brands and puts a contemporary spin on tradition through the wayang kulit art.