FROM SILVER SCREEN TO STRATEGY: A SWOT STUDY OF MALAYSIA’S CINEMA THEATRE INDUSTRY

Abstract

The Malaysian cinema theatre industry plays a vital role in the nation’s cultural, social, and economic development. However, it faces significant challenges, particularly in the aftermath of the COVID-19 pandemic and the growing dominance of digital streaming platforms. This study aims to evaluate the current strategic landscape of the industry using a structured SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Data were collected through a purposive sampling of 12 experienced cinema professionals, and insights were gathered via a structured online questionnaire. The analysis identified nine key strengths, five weaknesses, six opportunities, and eleven threats shaping the industry’s trajectory. The findings provide a foundation for strategic planning using the TOWS matrix, enabling cinema operators to transform SWOT insights into actionable strategies.