ULTRA-LUXE is the word to describe this latest marvel and with the opening of Aurum Theatre, the movie watching experience has been elevated to an unprecedented level. The inviting entrance of rich gold and brown greets guests as they step in. The friendly staff are attentive and the unique light display above the concessions stand adds magnificence to the ambience of the area, bedazzling the eye.
Aurum Theatre is Golden Screen Cinemas’ (GSC) flagship boutique cinema that is clearly the pinnacle of prestige. You feel extra special when you go there and there is an undeniable exclusive feel. The creme de la creme of Malaysia’s high society and high net worth individuals are sure to appreciate this impressive space.
From the lush carpeting and the well coordinated colour schemes in each hall, to the uber-comfortable seating and small, thoughtful touches in every nook and corner, this is undoubtedly the place to see and be seen at.
The lavish halls with luxury recliners and exquisite private cabins are a feature never seen before in our country. On top of this, there is bespoke service, contemporary continental fine dining and more! Orchestrated perfectly, extravagance, opulence and good taste all come together in this unique space.
The way we do movie outings is unquestionably set to change. Aurum is the Latin word and chemical element representing gold, and here is a golden standard that is clearly unrivalled. What a delight to connoisseurs of life’s finest experiences that a trip to the cinema has reached the next level of indulgence. On an exclusive visit to the space, a tour of each of the eight halls revealed two Getha Lux Suites, three Escape Studios, two Comfort Cabins and a Private Screen, where you can even host your own personal events and functions.
There was a stopover at Jin Gastrobar and here, in the speakeasy-esque restaurant and bar, speaking to members of her staff, we met the dynamic, charismatic and stylish Koh Mei Lee, the CEO of GSC. The driving force behind the entire project, she gives credit to her team too, saying they have done a splendid job in making this project come true.
On feedback they have received from guests so far, she shares, “What we have heard is that it is something that they have never seen before... that we’ve really taken the movie watching experience to a whole new level.”
Regarding what she would like people to feel when they step into Aurum Theatre, she said, “I want them to be in awe when they walk into the space. It’s a cinema but it is extremely unique and different. It’s a cinema but we want it to be more than just a place to catch a movie; we want Aurum to be a place where you can have a meal or drinks with your friends and so much more. It’s a complete cinematic experience.” Koh and her team worked diligently to ensure there would be distinctive elements to suit every need.
It is not just movie-going but shall we say, “A Whole New World, ” like the song in the Aladdin movie? Certainly it is a universe everyone should explore. Why deny yourself the pleasure of an experience that will transport you to seventh heaven?
Guests are really surprised to see the concept because it’s very unlike what they are used to. Koh explained further that one doesn’t really need to always watch a movie when heading there.
The Jin Gastrobar itself deserves a visit on its own. There is an amazing creative long tunnel walking in and the enticing bar is cleverly hidden inside. Basically their piece de resistance is that GSC has created an extraordinary captivating space, where the elite and happening crowd can come in after hours to relax, enjoy a bottle of wine, dine or just hang out with friends.
A wide range of delicious bites and meals are available at Jin, which means gold in Chinese. These can be savoured in the restaurant or what’s even more indulgent, served directly to your seat while you are enjoying your movie. All this is possible with just a click of a button. From appetisers to main courses, the authentic continental cuisine here is freshly cooked to order by experienced chefs. The menu is extensive and includes breakfast, brunch, lunch, dinner, cocktails and canapes. A must-try is their signature offering - The Gintonica, made with premium gin and concocted ingeniously. One look at the drink and you will feel you must have a sip.
A tour of the impressive space begs the question of who was imaginative enough to dream up such a spectacular concept... a theatre built for more than just movies, and delivers a full service cinematic experience. Koh revealed that she has always wanted to bring luxury cinema to Malaysia, having seen her fair share of boutique cinemas, especially in Europe.
“These have really unique offerings, not only in terms of the design, but also in terms of the cuisine and presentation, ” she explains. “You always associate the cinema with your popcorn and soda but here, we’re talking about full-service and bespoke hospitality, plus more!”
The idea formed slowly but surely and with the input of her team, we are now fortunate enough to have the posh Aurum Theatre in Malaysia, both in Kuala Lumpur and Johor Baru.
She extrapolates, ”We tend to always look at movies independently but movies are one of the best forms of relaxation too. And how you further enhance that relaxation is always with your favourite drink, either your favourite mocktail or cocktail, plus indulging in sumptuous food. It’s a whole complete and encompassing experience.”
Koh is undoubtedly a leader who will see things through. “When we started we wanted to up the ante... we wanted to redefine the brand, and make sure Aurum Theatre becomes the benchmark of what providing a truly luxurious cinematic experience is all about.”
Koh and her GSC team want to bring back the golden age of movies. They want to turn back time a little and transport movie-goers back to their childhoods when going to the cinema was an event in itself. “You get dressed up, you really look forward to it, you plan on what movie you want to watch and it becomes a very memorable episode in life.” They want it to be an unforgettable outing, not just a movie.
When people come here, GSC wants them to be able to spend four hours easily... two hours for a movie and another two hours for chilling and enjoying the food and drinks. They want to provide a complete cinematic experience.
One of the greatest challenges was to provide quality halls that are not only designed for a great movie experience, but for luxury and comfort. Says Koh, “We were looking for premium partners, which we found in Getha, and in Harvey Norman. These brands really complement the Aurum concept.”
Whether you are celebrating a special occasion or simply looking to pamper yourself and loved ones, Aurum Theatre elevates the movie-going experience to greater heights. In fact, you could also book Aurum Theatre for celebratory events and corporate functions, like product launches, weddings, and engagement parties, or even baby showers and fashion shows!
The Getha Lux Suites are designed for those seeking the ultimate experience in extravagant cinema comfort, the Getha Lux Suites are luxury recliners featuring plush cushioning by Getha.
Each suite comes with matching latex pillows that deliver excellent support and a fine, luxurious blanket to cloak yourself with. Getha Lux Suites also come with a wireless and USB charger for your devices. There is also a convenient storage space for ladies’ handbags or other items you may have with you.
The Comfort Cabins are perfect for those who seek the classic Gold Class experience.Refined, elegant, and timeless with a privacy panel, you can recline lavishly without distraction and enjoy your movie comfortably snuggled underneath a warm, fuzzy blanket. If you need to recharge your devices, Comfort Cabins feature wireless chargers.
The Escape Studios are packed with a variety of seating from LA-Z Boy rockers and IMG recliners to four-seater sofas for the entire family. The “youthful-inspired” Escape Studio halls never cease to amaze every time you step in.Get comfy with Scandinavian Hygge minimalism, or pick from a colourful pop art hall or auditorium designed after the distinctively quirky style of filmmaker Wes Anderson.
If total privacy is what you’re looking for, Aurum Theatre’s Private Screen is perfect for closed screenings, business functions, and family gatherings for up to 20 persons.
It is an ultra-luxe space where you can watch your choice of movies with your favourite people, hold events, or even sing karaoke! Explained Koh, “You can book any of the movies that we are currently screening, as well as movies that are maybe a year to two years old.” With enough notice, they can even source for older movies, if there is a particular one that holds sentimental value or marks a special milestone in your life.
When Aurum Theatre says personalised service, they mean it. Whatever your occasion is, they will help you to come up with customised events. They have a dedicated events team that will plan and decorate everything for you.
The idea of a date night or a family outing to Aurum Theatre is certainly an exciting one, and Koh believes it will be appealing to a few types of clientele. “I personally feel like we cater to a very discerning audience, a crowd with the experience of different movie cultures. These are people who are very cultivated in their taste for food and drinks. They are well travelled – they have experienced certain cinematic moments and they want to also experience the same thing here in Malaysia. These are the people who know what they want.
“We see Aurum as a destination for movie-goers who want to celebrate special moments in their life, or even treat themselves to something extraordinary. These are the audiences who want to pamper themselves and are willing to spend to enjoy more exclusivity and comfort.“
The launch of Aurum Theatre at The Gardens Mall in Kuala Lumpur and The Mall, Mid Valley, Southkey in Johor Baru were grand talk-of-the-town events. Needless to say, Koh and her team have no intention of stopping here and have already started identifying future locations for the luxury establishment.
“Definitely, we would want to bring this unique concept to more suitable locations. For Aurum Theatre, we want it to be a top-of-the-mind luxury cinema brand that people will remember and immediately recognise when they want to be pampered with a lavish experience.”
We all want some enchantment in our lives. Magical moments are now totally available. We just have to step into Aurum Theatre for incredible enthralling moments to enjoy and to cherish.