Cinemas in Singapore: A Path to Recovery Amid Streaming Competition

The cinema industry has faced significant challenges in recent years, particularly due to the rise of popular streaming services like Netflix and Amazon Prime. These platforms have changed how people consume movies, leading many to question the future of traditional cinemas. Despite this, there remains a glimmer of hope for movie theaters, as some moviegoers still cherish the unique experience that only a cinema can provide.

Kylie Goh, a 28-year-old media consultant, exemplifies this sentiment. She frequently uses streaming apps but still makes it a point to visit the cinema every few weeks. "Nothing can replace the experience of watching a soul-stirring tearjerker on a large screen," she states. While the cost of a movie ticket, approximately S$16, may initially cause some hesitation, she quickly forgets about it once the film begins. For her, going to the cinema is a luxurious treat.

However, not everyone shares this enthusiasm. The Covid-19 pandemic significantly impacted cinema attendance, as many people opted to avoid crowded places. Although audiences have returned to live performances and travel, cinema attendance has not rebounded as expected. According to data from the Singapore Film Commission, cinemas recorded only 10 million attendees across 277 screens last year, a stark decline from the 18.46 million attendees in 2019.

Recent closures of Cathay Cineplexes' theatres have sparked discussions about the future of cinemas in Singapore. The entertainment firm mm2 Asia, which owns Cathay Cineplexes, has shut down several locations in the past two years, raising concerns among cinemagoers. Analysts attribute the decline in cinema attendance to the fierce competition from streaming services and changing viewing habits formed during the pandemic.

Despite these challenges, there are signs of optimism. An informal poll revealed that while 35 percent of respondents could not recall their last cinema visit, a significant portion still values the experience. Joe Escobedo, an adjunct lecturer at the National University of Singapore Business School, suggests that the fact that many have not completely abandoned theaters indicates a potential market for theatrical releases.

Major films like "Barbie" and "Oppenheimer" have seen strong attendance, with Barbie grossing S$5.89 million and Oppenheimer S$4.77 million. However, these figures still fall short of the S$10.67 million earned by "Avatar: The Way of Water" in 2022. Experts believe that upcoming blockbuster titles, including the new Superman movie and "Mission Impossible 8," could help boost box office sales.

While the data suggests a gradual recovery, experts warn that it may take several years for cinema attendance to return to pre-pandemic levels. Many moviegoers appreciate the communal experience of watching films in a theater, as noted by business analyst Calvin Ang, who highlights the joy of sharing reactions with others. However, the cost of cinema tickets compared to streaming subscriptions remains a concern for many.

Some cinemagoers, like Jake Low, rely on promotions to make their cinema visits more affordable. Marketing executive Stacy Tan emphasizes the need for cinemas to offer more "experiential" options, such as park picnics or drive-in theaters, to attract audiences. Filmmaker Nishok suggests that cinema operators should focus on exclusive films that do not appear on streaming platforms shortly after their release.

While the cinema industry faces significant hurdles, there is still a dedicated audience that values the unique experience of watching films on the big screen. By embracing innovative ideas and adapting to changing consumer preferences, cinemas can potentially reclaim their place in the entertainment landscape. The future may be uncertain, but with creativity and a focus on enhancing the cinema experience, there is hope for a resurgence in moviegoing.