Page 218 - Proceedings Collega2023

Changsong (2019) researches cinema attendance and cinema-going audiences in Malaysia,
specifically in Klang Valley to find out about upcoming trends in popular Malaysian cinema. Among his
findings are the correlation between income and frequency of going to cinemas and their patterns of
watching movies at the cinema. Research by Kit and Chuan (2012) explores the younger Malaysian
preference between watching Hollywood and local films in Klang Valley by using the uses and gratification
theory. Data from 100 respondents have been collected to determine which films the respondents were
inclined to. Their findings conclude that the younger generation in Malaysia prefers Hollywood rather than
local films due to its advanced technology, special effects, pictures, acting, plots, and stars that are more
satisfying to them.

Research by Kit and Chuan (2012) explores the younger Malaysian preference between watching
Hollywood and local films in Klang Valley by using the uses and gratification theory. Suhaimi Salleh and
Noraini Abdullah (2014) found that income, accessibility to watch movies, religious beliefs, and perception
of going to cinema influence the cinema-going and film-viewing habits of an individual. There are lack of
recent research by academicians on contemporary Malaysian cinema-going culture and film exhibitions
which leads me to discover the topic.

Moving on, my dissertation will seek answers to questions:

1. What makes a One Stop Centre (OSC)?
2. And how is One Stop Centre (OSC) still relevant amidst the abundance of online movie
streaming platforms?
I will also fulfil the objective of my dissertation:

1. Identifying the concept of One Stop Centre, and
2. Analysing what has made such a concept once popular and still relevant today. Aside from
that, this paper will
3. discuss the findings on the One Stop Centre (OSC) concept.
This dissertation will explore the impact of the One Stop Centre concept on Malaysian cinema-
going in the contemporary and how it has contributed to making it more accessible and enjoyable for
everyone.
Furthermore, in this contemporary era, film exhibition in Malaysia has undergone significant
changes. With the emergence of the One Stop Centre concept, it has become easier for moviegoers to
access a wide range of entertainment options under one roof. This concept has not only revolutionized
the cinema industry but also impacted audience behaviour.

It is crucial to study the One Stop Centre (OSC) concept and Malaysian cinema-going culture to
keep updated and informed on how these changes are affecting audience behaviour and make sure that
our country’s film exhibitions are always up to date. By understanding these trends, we can better cater
to the needs and preferences of our audiences, which is essential for any business or organization
operating in this industry.

Moreover, studying these concepts can also provide insights into how technology and innovation
are shaping the future of cinema-going culture in Malaysia. We can see that film exhibitions in this country

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